| Changing a few words in your copy can | | | | others on their comparison list. |
| lead to double-digit increases in | | | | Once my list of benefits was completed, |
| conversions. If that sounds like a bunch | | | | I began relating these options to other |
| of hype from an online infomercial, | | | | kneeling chairs and to users of |
| stick around and I'll show you how it's | | | | ergonomic computer chairs. I wanted to |
| done. | | | | see which benefits on my list were |
| That's really all that happened with | | | | unique in the marketplace. I also wanted |
| Kneelsit.com, an Australian ergonomic | | | | to know about the users of these chairs. |
| computer chair manufacturer. They had | | | | After all, the buyer is the center of |
| what would be considered a successful | | | | the process and should also be the focus |
| site with a continual stream of orders. | | | | of the copy. |
| All the basic information was already | | | | My research revealed some of the reasons |
| included on the home page, but the owner | | | | users would need an ergonomic chair and |
| felt as though something was not quite | | | | also the biggest complaints about some |
| "there" yet. He wanted a fresh approach | | | | of the current ergonomic designs. In |
| to the site's copy, so that's what he | | | | addition, I discovered which benefits |
| received. And the results were simply | | | | were common to other ergonomic chairs |
| amazing. | | | | and which were distinctive. |
| The Problems | | | | The Solutions |
| While Kneelsit had great rankings for | | | | Armed with the research results, I |
| their key terms (normally #1 to #4 in | | | | started crafting the copy to speak to |
| popular search engines) keeping those | | | | that one person who was forced to sit at |
| rankings high required some attention to | | | | a computer all day, in pain, and who |
| the SEO piece of the puzzle. | | | | desperately needed help. This person had |
| Conversions, however, were not at their | | | | tried several other computer chairs |
| maximum. The business was not suffering, | | | | before with little to no results and was |
| but it did have room for improvement. | | | | getting skeptical about finding a |
| So, after receiving a sample chair to | | | | solution. |
| use during the process, I set (or should | | | | I looked back over my list of benefits |
| I say "sat") out to work. | | | | in search of the ones that would not be |
| Once I assembled the chair and rolled it | | | | found in the competition's copy. I |
| up to my desk, I kept a notepad nearby | | | | focused on one exclusive, patented |
| so I could jot down benefits as I | | | | feature (the axle design) and the fact |
| noticed them. In just a few days' time, | | | | that the chair was customizable for |
| I had a long list of features and | | | | every body type. |
| benefits to refer to. | | | | I laid out a plan for the new copy |
| As I read over the original home page | | | | including keyword selection, keyword |
| copy (which can be seen here: I noticed | | | | placement, benefits and key points to be |
| something else. Many of the benefits I | | | | mentioned. |
| had on my paper were referenced (at | | | | Similar in many ways to the original |
| least briefly) in the original copy. | | | | copy, the new version had some subtle, |
| Some were phrased differently than I | | | | but powerful, changes. The goal of the |
| would later phrase them, but most were | | | | new copy was to show the true |
| there. | | | | distinction of these chairs by |
| However, in this highly competitive | | | | highlighting the most impressive |
| industry, I wanted to be sure to keep | | | | benefits. |
| the uniqueness of the chair on the | | | | I would also focus on incorporating |
| forefront. Visitors needed to quickly | | | | keyphrases in headlines and sub-heads |
| see that the Kneelsit was superior to | | | | (where it made sense to do so) and |
| other computer chairs available. The | | | | throughout the copy. I had to pay |
| changing of some verbiage and providing | | | | careful attention to making the copy |
| more details in some areas would help | | | | sound natural, as I never want the SEO |
| keep visitors reading and help them | | | | factors to overshadow the message of the |
| easily distinguish this chair from | | | | page. |