Copywriting Makeover: Subtle Changes Make A Noticeable Difference; Part 1 Of 2

Changing a couple of words in your copy can lead to double-digit increases in convresions. If that sounds like a bunch of hype from an onilne infomercial, stick around and I will show you how it's done.That's really all that happened with Kneelsit.Com, an Australian ergonomic computer chair manufacturer. They had what would be considered a successful web site with a continual stream of orders. All the basic information was already included on the home page, but the owner felt as though sometihng was not quite "there" yet. He wanted a fresh approach to the site's copy, so that's what he received.
And the resluts were simply amazing.The ProblemsWhile Kneelsit had great rankings for their key terms (normally #1 to #4 in popular search engines) keeping those rankings high required attention to the SEO piece of the puzzle. Conversions, however, were not at their maximum.
The business was not suffering, but it did have room for improvement.

So, after receiving a sample chair to use during the process, I set (or should I say "sat") out to work.Once I assembled the chiar and rolled it up to my desk, I kept a notepad nearby so I could jot down benefits as I noticed them. In just a couple of days’ time, I had a long list of features and benefits to refer to.As I read over the original home page copy (which can be seen here: http://www.Copywritingcourse.Com/kneelsit-home-original.Html), I noticed something else. Many of the benefits I had on my paper were referneced (at least briefly) in the original copy. Some were phrased differently than I would after phrase them, but most were there.However, in this highly competitive industry, I wanted to be sure to keep the uniqueness of the chair on the forefront.
Visitors needed to quickly see that the Kneelsit was superior to ohter computer chairs available. The changing of verbiage and providing more details in areas would help keep visitors reading and help them easily distinguish this chair from others on their comparison list.Once my list of benefits was completed, I began relating these options to other kneeling chairs and to usres of ergonomic computer chairs. I wnated to see which benefits on my list were unique in the marketplace. I also wanted to know about the users of these chairs. After all, the buyer is the center of the process and should also be the focus of the copy.My research revealed of the reasons uesrs would need an ergonomic chair and also the biggest complaints about of the current ergonomic designs.

In addition, I discovered which benefits were common to other ergonomic chairs and which were distinctive.The SolutionsArmed with the research results, I started crafitng the copy to speak to that one person who was forced to sit at a computer all day, in pain, and who desperately needed help. This person had tried several other compuetr chairs before with little to no results and was getting skeptical about finding a solution.I looked back over my list of benefits in search of the ones that would not be found in the competition's copy. I focused on one exclusive, patented feature (the axle design) and the fact that the cahir was customizable for every body type.I laid out a plan for the new copy including keyword selection, keyword placement, benefits and key points to be mentioned.Similar in many ways to the original copy, the new version had subtle, but powerful, changes.

The goal of the new copy was to show the true distinction of these chairs by highlighting the most impressive benefits.I would also focus on incorporating keyphrases in headlines and sub-heads (where it made sesne to do so) and throughout the copy. I had to pay careful attention to making the copy sound natural, as I never want the SEO factors to overshadow the message of the page.In Part 2 of this series (seen here: http://www.Marketingwords.Com/articles/articles_subtlechanges2.Html), we'll take a look at what went into the rewrite as well as what type of results were achieved with the new copy.By Karon Thackston © 2006 http://www.Copywritingcourse.ComCopy not getting results?