Losing Sales? Learn How to Test & Refine Your SEO Sales Copy
We all do it.
We get so hyped up about our products that we spend days or weeks creating the perfect sales page. Every word is carefully crafted. and the images complement each point with precision. It can’t miss. We publish it, let it sit and then leave it for too long before we realize we’re not getting the results we want.
So we get discouraged and pull it down before the bounce rate starts to weigh on our self-esteem.
But sometimes, its not the entire sales letter that’s missing the mark. It can be improved with just a little more attention.
One of the most often overlooked aspects of long-term Search Engine Optimized (SEO) sales copywriting success is testing. Successful copywriters and marketers are always be testing their copy by creating simple text, positioning and elemental variations.
By using analytics, you can track how long people stay on the page, which images catch their attention and the point at which they lose interest and wander off.
The only way to know what will work for you is to use analytics to make simple changes and continue to test the results.
Start with your title and sub-title and work your way through the text.
Be sure to test only one or two elements at a time so you can track changes and responses.
- Will shorter or longer sentences work better in a sales letter?
- Do short paragraphs work better than long paragraphs?
- Should I use sub-headings before each call to action?
- How many bullet points or lists should I use?
- Where should I place the call-to-action?
If you don’t have a method to test new copywriting variations and measure the results, you won’t be able to maximize your copy’s potential. The sole reason for your SEO sales copy to support your prospect’s buying decisions and generate sales.
Don’t come to any conclusions about your SEO sales copy unless it is supported by your testing results. It doesn’t matter which type of testing you use or how often you test, just test! Once you notice a difference in sales conversions, make note of the changes that were made to prompt new sales.
Don’t underestimate the effect of outside variables either. Out side variables can drastically affect your sales success. Do some quick research to find out if the search engines change something to make you more visible, or the news featured a story related to your product that might have prompted more keyword searches.
Once you’ve reached your optimum conversion rate, use the tested SEO copy as your control sample and use it to refine the rest of your pre-sales pieces.
By testing your copy, you’ll uncover your prospects visual and copy preferences. Use an analytic application such as Google Analytics, Woopra, or even Crazy Egg, to listen to your buyers and eliminate flaws in your copy. An increase or decrease in sales conversions is the only true way to determine if your SEO sales copy is performing the way it should.
If you want to be a successful marketer by using SEO copy to out-perform the competition, stop guessing and continuously test your copy.
The Power of Words
Our words are migrants, crossing and recrossing the boundaries of other people’s minds, influencing thoughts and encouraging actions a few, a hundred, or even a thousand miles away.
Our words can spark imagination, evolve into action and create change.
If I learned anything today, it’s that words can create unity. Words can cause people to forget about borders and differences, and create a unified battalion of human beings armed with hope and prepared to face their future together.
Most of all, words empower. Some of the greatest movements of all time were inspired by passionate people who believed in a message, believed in the strength of each individual person and believed in the incredible power of unity.
Great leaders come at a time when people most need inspiration and hope. They speak to our hearts, and our minds.
It’s that time again.
Whether people agree with your idea or not, they are moved by your words.
They can choose to listen. They can choose to stand up.
And, they can choose to join the movement.
Review – Unlocking Wordpress’ SEO Secrets
What is Search Engine Optimization?
Wikipedia says:
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Usually, the earlier a site is presented in the search results, or the higher it “ranks,” the more searchers will visit that site. As an Internet marketing strategy, SEO considers how search engines work and what people search for. -Wikipedia
Basically, SEO is doing everything you can to structure your website so it ranks at the top of the search engine results when your prospects are searching for an immediate solution to a problem. If you have that solution, you need to be in those top results.
That’s where Wordpress SEO Secrets by Michael Martine of Remarkablogger comes in.
Why I Bought Wordpress SEO Secrets
I really needed it. I’m not the only small business copywriting and marketing company on the internet, and I may not be the right choice for everyone, but I still want to be on the short list. If I’m not in the searches, I’m not a choice. It’s as simple as that.
I was on the fence about buying Wordpress SEO Secrets for weeks. I know it was just released last week, but I knew in 2008 it was coming out this January and I found myself trying to logically justify the purchase price. Not because I think the product isn’t worth the price – it’s worth a lot more than it’s selling for – but, because I set a tight “educational training” budget for my business. Eventually, with the help of the looming deadline, I talked myself into it. I also got in minutes before the price doubles, that’s how “on the fence” I was about it.
Why You Need this Product
The importance of this information was reinforced yesterday when I met with a potential marketing client. It was during this two hour session that I realized the huge – and I mean huge – online marketing knowledge gap that plagues many small business owners. After I got over the initial shock of discovering how much she spends monthly to have a big corp host her HTML website, I explained to her why her website wasn’t being found, at all. Not only does she have huge competition in her market and location, but she’s using generic copy and relying on meta tag keywords (as suggested by the multi-billion dollar corp) to get ahead of her competition in searches. But that’s a post for another day.
I’ve been working in marketing for small business for quite some time. I know how fierce competition can be for small business owners. Especially if you are just starting your business and you’ve never designed a business website. And with all the talk about the insurgence of newly laid off people jumping on the internet and starting up businesses, I know that people don’t have time to spend researching all the techniques that Michael is offering in his SEO Secrets program.
If you need results now, and don’t want to wait until your market is flooded with hundreds or even thousands of new websites in 2009, Michael’s program is the best place to start.
My Opinion – Product Strengths:
- You can implement it immediately, which I did and then created a new XML site map to reflect the changes I made.
- Michael explains how to use the search engines and other tools to find out what your competition is doing to get ahead of you on the search results page.
- He explains how to use Wordpress add-ins to your advantage.
- The videos outline all the steps Michael talks about in the book & audios. If you’re unsure about navigating the Wordpress administrator dashboard, these videos help to explain the various functions, what to enter and how to fix mistakes.
- He talks about categories and duplicate content penalties so that everyone can understand them.
- Most of the search and SEO tools he suggests are free, or available at minimal cost. So, once you buy the program, you really don’t have to spend a fortune to put the methods into action.
- He explains “Black Hat SEO” and lets you know what the search engines will do to you if you break the rules and get caught.
- WordPress SEO Secrets is for WordPress SEO only – so it’s unique among all the other SEO educational programs out there.
My Opinion – Product Weaknesses:
- The audio fades in and out a little and there is some background noise, but that’s the nature of online communication tools. Just turn your speakers up – and be prepared for some beeps that will make you jump.
- Although the audio came from a Teleseminar session, all the questions were cut out. I really would have enjoyed hearing some of the questions and discussion that went on around the content that Michael included.
- WordPress SEO Secrets is for WordPress SEO only, so it won’t help you if your using something else. (Why are you anyway?) The search and research info is still relevant, but the true focus is on people who are going to start blogging with a self-hosted WordPress website.
The biggest problem - Michael is pulling it from the Remarkablogger Store shelves on January 17th, 2009. There’s no word yet as to when he will be releasing it again. So, if you need more targeted traffic to help your small business get more attention, I’d buy it before it’s gone.
As of January 17th, Michael has decided to eliminate the deadline. I think that’s great news for everyone. Especially those of you who are undecided about how you want to position your small business on the internet. When you do decide to use Wordpress to host your blog, you can still buy SEO Secrets to ensure you’re using it to the fullest.
Honestly, there is almost nothing out there that thoroughly addresses the needs of people who are just starting out in blogging, are new to SEO and are self-hosting WordPress – until now. I won’t go over the entire table of contents – I have to admit, the section “Changes to Google Page Rank and Search Algorithms” was the real clincher for me – but I can direct you to a sample from 1 of the 3 e-books included. Check out a sample of Wordpress SEO Secrets here.
If you’re still not sure, just check-out the Wordpress SEO Secrets sales page and see what other business owners are saying about it.
Existing, or not existing, in the search engine results page is entirely up to you.
P.S. Because of Michael’s product, I’m already indexed and ranked 11th in the search engines for a keyword I was targeting.
Evaluating Your Customer Service
“All I want is one widget.”
For the client, it’s simple and direct.
They need something, they call, someone answers the phone takes their order, sends the product with their invoice and boom: they have their one widget. They’re happy. They tell everyone they meet that they’re happy.
People understand that you’re a great company to work with because no matter how simple the need, you fill it.
“All they want is one widget.”
For the small business that doesn’t understand this and needs to sell widgets by the hundreds per client to increase their profits, it’s a hassle.
The client is demanding just one small widget, the commission is low, the quoting process is long and drawn out, so you push the client need to the bottom of the list.
You’ll get back to it once you’ve filled the orders of your “important” and “big budget” clients. So, the client calls again. You tell them you’ll get back to them as soon as possible and, once again, the client waits. Their need becomes more urgent and they watch their deadlines slip past, but still no call. Now, they’re not happy. They vow never to return.
They tell everyone they’re not happy and not to bother contacting your company. The people they talked to continue to spread the word about your shoddy customer service to their own contacts. The potential for lost clientele continues to grow.
People start to understand that you don’t value their business and your focus is on pleasing only the big budget clients.
So, if you’re a small business or entrepreneur, how do you handle your client needs?
Do you rank them based on potential value, first come first serve, or do you treat everyone the same because your main goal is to have happy customers, no matter how big their budget, spreading the word about your customer service.
What 2008 Meant to Me
What I’ve Learned (in no particular order):
- Being the best, or the first, takes a lot of hard work. Don’t be fooled by get-rich-quick scams.
- Going into business with a friend is a huge mistake. You won’t miss the business, you’ll miss the friend.
- Expect the unexpected, or at least have a great voicemail system just in case.
- Approach everything with an open mind, it’s the only way you will ever succeed.
- Business, Marketing and PR plans are extremely important.
- Before you start looking for clients, have your accounting, legal documents, terms and conditions and payment methods in place.
- Everyone needs competition. It keeps you from becoming lazy and forgetting your clients are human.
- Skype is one of the most valuable business tools you will ever use.
- Business Cards are the second most valuable business tool you will ever use.
- Your website is a reflection of your personality, so fill it with words and images accordingly.
- Sometimes, being a solopreneur is as lonely as it sounds.
- StumbleUpon traffic is awesome, for about 24 hours, then you have to write something new to Stumble.
- Don’t get caught up in numbers, counts, and lists. It’s quality, not quantity. Numbers lie.
- All the cool kids are on Twitter. If you want to know what people are talking about in your industry, get an account! Right now!
- Meetups and community networking groups are awesome. Go to as many as you can.
- If you need help, ask for it. Who knows what could happen.
- Time goes by fast and the more time you spend procrastinating the farther behind you fall.
- Sometimes, while you’re looking for your purpose, it finds you instead.
- Writing words for other people is extremely rewarding.
- Helping people achieve their dreams is even more rewarding.
My Biggest Mistake:
I stopped blogging. I stopped just when people were noticing me, starting to read what I had to say, and felt that my words held some importance. I stopped as soon as I found my voice and formed an opinion. And, I let some great people down.
Fear kills creativity. Don’t let it run your life.
What 2009 will Mean to Me:
2009 will be my year. I’m taking everything I learned 2008 and building a stronger business. I’m learning from my mistakes. I’m focusing on relationships, community, knowledge and skill to help others reach their goals, make a difference and change the world.
Lofty? So what?
My only resolution is to stop wondering “what if” and start taking action.
Happy New Year!
What will you do with your 2009?
