SEO Copywriting Makeover Finding The Right Trigger

by Karon Thackston © 2018

You've got a​ great product or​ service. Now,​ how do you​ make buyers sit up and take notice? How do you​ get them excited about what you're offering? you​ have to​ pull the​ trigger.

There is​ at​ least one trigger for every product or​ service on​ the​ market today. Finding it​ is​ the​ hard part. Once you​ determine what will set your customers in​ motion,​ you've won half the​ battle. This was the​ case with

With a​ new site,​ the​ owner of​ (Jeff) was unsure of​ what to​ do with the​ copy in​ order to​ connect with his site visitors and cause them to​ take the​ action he wanted them to​ take. Not to​ mention,​ Jeff wanted to​ rank highly with the​ engines as​ well,​ so search engine optimization (SEO) had to​ be taken into consideration,​ along with the​ selling aspects of​ the​ copy.

The Problem

The only real problem was finding the​ right trigger. the​ original site had little to​ no usable copy. That's not an​ insult; it's the​ truth. you​ can see the​ original home page here: Jeff knew he needed help from a​ professional copywriter,​ so he spent little time on​ the​ site content.

The Solution

To determine the​ most powerful trigger,​ I took a​ look at​ all the​ segments of​'s audience. it​ was broken down into three distinct types of​ customers. They were all interested in​ the​ most reliable weather forecasts possible,​ but for three very different reasons.

One group was made up of​ meteorologists. Their obvious interest was in​ being able to​ provide the​ most accurate forecasts to​ their viewers and listeners. a​ second group was compiled of​ weather risk managers. it​ is​ the​ job of​ these professionals to​ accurately assess weather for industries such as​ the​ stock exchange,​ construction,​ transportation,​ national defense and more. the​ last group needed weather forecast accuracy for personal reasons,​ usually as​ a​ hobby or​ for sports reasons (coaches,​ etc.).

While the​ last group was primarily interested in​ the​ weather as​ amateurs,​ the​ first two segments (meteorologists and weather-risk managers) have a​ lot on​ the​ line when it​ comes to​ weather forecast accuracy. Their reputations and their jobs are on​ the​ line.

And that's the​ trigger! I put it​ right up front in​ the​ headline,​ which read:
Because Your Reputation Depends on​
Being Right About the​ Weather

The headline hit the​ nail on​ the​ head. it​ got the​ attention of​ weather professionals,​ was of​ great interest to​ hobbyists and included part of​ one of​ Jeff's keyphrases. the​ last word in​ the​ headline (weather) tied into the​ first sentence of​ the​ copy and,​ thus,​ created a​ keyphrase.

Keep in​ mind that engines don't read spaces or​ line breaks or​ punctuation within the​ copy,​ so having one word of​ a​ keyphrase in​ the​ headline and the​ remainder of​ the​ keyphrase in​ the​ first sentence of​ the​ copy is​ an​ excellent way to​ make the​ copy flow and keep in​ line with SEO protocol.

Now,​ the​ task would be to​ keep that same emotional twist and energy throughout the​ copy. With the​ old copy,​ Jeff had no rankings with the​ engines for his chosen keyphrases,​ so the​ optimization of​ the​ copy needed to​ give him a​ presence.

The Rewrite

In the​ opening paragraph,​ I touted the​ praises of​ weather professionals,​ letting them know their expertise was recognized and appreciated. I also used one keyphrase twice and the​ second keyphrase once. in​ addition,​ I used the​ individual word "weather" and substituted "specialist" for "risk manager" in​ some instances to​ add to​ the​ flow and give a​ well-rounded environment for the​ spiders and bots.

Next,​ I provided a​ good overview of​ what offered. Again,​ a​ keyphrase was used in​ the​ headline (because it​ worked for both the​ visitors and the​ engines,​ not strictly for SEO purposes),​ and a​ keyphrase was used in​ the​ paragraph.

Finally,​ the​ copy was broken out into segments that targeted specific individuals. This gave them precise information on​ what benefits offered them. Boxes for meteorologists,​ weather risk managers and weather enthusiasts were created. Within the​ copy for each block and again in​ the​ anchor text for links to​ internal pages,​ keyphrases were used where appropriate. These boxes lead each visitor to​ information that was most relevant to​ him/her.

You can see the​ new copy here:

The Results

I always like to​ let the​ customer take over in​ this section. Here's what Jeff had to​ say about the​ rewrite of​ his home-page copy.

"Traffic has steadily increased,​ and I've gotten a​ lot of​ leads and my largest non-weather-company business customer from Internet search. the​ rewrite helped me with more than just the​ website. it​ helped me to​ define my business goals and to​ articulate them in​ other marketing materials as​ well." in​ addition,​ rankings continue to​ rise with current positioning in​ the​ top five for one of​ his keyphrases.

Take the​ time to​ do a​ little research. Put yourself in​ your customers’ place. Uncover what's most important to​ them,​ and you'll be rewarded with greater conversions in​ the​ long run.

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