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Copywriting Makeover: Value vs. Vision - Part 1 of 2

April 3, 2007

There’s no doubt.  Wholesalers USA knows their customers.  They’ve spent the
time digging through log files to analyze site stats.  They’ve spoken with
customers on the phone and emailed with them.  They’ve used client feedback
to develop new products that have taken off like a rocket.  Wholesalers USA
understands the importance of giving the customer what s/he wants.  What
they needed some help with was translating that message into
natural-sounding SEO copy that would deliver qualified traffic.

 

The Problems

 

According to Wholesalers USA, they’ve been working for years to get organic
listings for two extremely important keyphrases.  Unfortunately, they’ve had
little success, their highest achievement being about page five of the
Google search engine results pages (SERPs).  This left them with a hefty
monthly pay-per-click (PPC) spend of $4,000 on average to get the traffic
they needed.

 

Still, the most important factor to them was not reducing that painful PPC
outlay, but creating SEO copy that puts the customer first.  They refused to
have copy on their site that sounded choppy or forced — and I applauded
them for that!  At the same time, I also assured them that SEO copy could be
written to meet all their goals.

 

Because of their extensive work to get to know their target audience,
Wholesalers USA was able to tell me that 50% of their customers were
heavy-duty crafters.  These creative types might be purchasing mosaic glass
tiles, gems, stones and other items for their crafting business or just for
personal use.  Regardless, we knew we were dealing with people who were
focused intently on creating beauty.

 

The existing copy had one sole message of value.  You can see the original
here
(PDF). Wholesalers USA wanted visitors to know they offer true wholesale

prices and — unlike other companies — had no hidden charges or minimums. 

Because feedback told them new visitors sometimes questioned the quality of

their products (due specifically to prices that were far below their
competitors’), Wholesalers USA also touched on why they could sell so low.

But the two things the copy didn’t take into consideration were the search
engines and the creative nature of their visitors.  To get high rankings for
a page using particular search terms, the page has to reflect original
content that is keen to the topic.  To mesh with the site visitors, the copy
also needs to use words like “gorgeous,” “beauty,” “elegant,” “whimsical,”
“professional” and others.

The Solutions

 

This fix was relatively easy.  I wanted to develop trust and set Wholesalers
USA apart from others, so a conspicuous mention of participation in a
popular TV show was included in the content.  I also needed to alter the
message slightly to incorporate a feeling of belonging for creative
crafters.  To do this, select words were used to connect with the visitors.

Because there was scant little copy on the home page, I wanted to expand the
content just a bit.  Adding brief descriptions for each product graphic
shown was a logical choice that would be of value to customers and the
engines.

 

All the while, the two search terms Wholesalers USA needed to rank highly
for (along with other secondary terms) were incorporated into the copy to
aid with rankings.  The client added a new title tag to further optimize the
page and continued their efforts in the way of directory submissions.

In Part Two of this series, we’ll walk through every step of the rewrite in
detail and also review the results, with direct feedback from Wholesalers
USA.

 

Karon Thackston

Marketing Words, Inc.
Copywriting Course
 
 
Post Comment

 LEW1S STRATT0N said:
Comment @ 05/23/07 at 10:15 pm

      I have just had a look at the current website for Wholesalers USA and compared it with the original version in pdf format.

      I was struck with the continuity in the “look and feel” of the site from a customer point of view. Existing customers would be unlikely to have a sense of dislocation with the changes made.

      However, the current site also feels cleaner and crisper.

      Clearly the focus is on SEO technique that is effective from a search engine point of view, but this example illustrates well how this can be done with sensitivity to customer need. Great article.

      (PS - I started with Part 2 of the article - referred from High Rankings Advisor newsletter. I got hooked and went looking for part 1.)