Struggling to convert your website traffic? Are the majority of your website visitors reaching your home page and then bouncing? Perhaps a percentage of your prospects visit your product / service pages but rarely seem to take action? If that’s the case, then this is the article for you…
We’re going to share the ultimate guide to writing SEO optimized sales copy that will not only attract more traffic, but effectively improve your conversions as well.
Understand Google and your audience
There are two parties you need to please: Google and your ideal customers. So, the best way to achieve this end is by taking the time to do your research and thoroughly understand them.
Let’s start with Google. Google is incredibly easy to please. Yes, there are many, many ranking factors that you need to consider, however, the basic principle is incredibly straightforward:
- Provide value to their users with a positive on-page experience.
It really is that simple. Burn that into the back of your mind and make sure that every single decision you make on your website, whether it be a technical adjustment or an aesthetic alteration: VALUE + POSITIVE EXPERIENCE.
Now let’s move onto your audience. You need to take the time to not only identify who your primary target audience truly is, but also what they want! What are the biggest challenges they face? And how can you make their lives easier with your products or services?
- Provide a clear and unique value proposition.
How to write SEO optimized sales copy that converts?
The important thing to keep in mind is that Google comes second in this transaction. Your #1 priority should always be your target audience (or future customer, if you will).
This is a common mistake that businesses make when they work on their SEO and craft the copy for their websites: they put Google on a pedestal and do everything they can to tick the right boxes, and all the while their audience takes a backseat.
Your website visitors always come first.
With that in mind, how can you craft SEO-friendly sales copy that actually converts people into loyal, paying customers? First here are some critical factors to consider:
- Do your keyword research.
- Understand the search intent behind those focus keywords (this is critical. You MUST meet your website visitor’s expectations).
- Include those chosen keywords in your headers, content, and meta descriptions.
- Don’t “stuff” the keywords in. Never mind hitting a keyword density. Instead focus entirely on creating a compelling message.
Those are the fundamentals to create SEO-friendly copy.
Now to create copy that converts:
- Use conversational language and speak directly to your customer. “You, you, you”.
- Focus on a single problem with a single solution.
- Utilise engaging language and storytelling. Create a scenario that is familiar to your audience and lure them in. If it is relevant to their situation they will be intrigued to read on.
- Touch on the biggest pain point and ‘aggravate the point’.
- Following that, discuss the clear benefit of your product / service (not the features).
- End with a clear and concise CTA (call to action).
That’s it. You don’t need any other information in there. If the reader wants to learn more about you, they’ll head to your ‘About’ page. If they want to learn more about the features, they will head to your product / service page. And if they want to gauge your level of expertise, they can check out your blog (assuming that it is packed full of high-value information).
Otherwise, keep it simple and focus on the one thing: your solution.
Support your copy with social proof
Too many businesses make the mistake of “talking a big game” on their homepage. The modern consumer is not interested in what you have to say about yourself. However, they will be interested in hearing what your customers have to say about you.
So, provide as much social proof as you can. Take this SEO agency in Miami as a prime example of how to get this right; on their homepage they immediately draw attention to the fact that they have 500+ five-star reviews and lots of case studies as well.
“Don’t take our word for it” coupled with sales copy that speaks directly to the customer is a powerful approach.
It’s all too easy to over complicate this process. Don’t. This is all you need to worry about when crafting your sales copy:
- YOU > YOUR PROBLEM > OUR SOLUTION > THE BENEFITS > CALL TO ACTION.