5 great ways to improve your online copy
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5 great ways to improve your online copy

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Improve the selling & SEO effectiveness of your online sales copy by Mel Henson

Improve the selling & SEO effectiveness of your online sales copy by Mel Henson

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  • 1. FIVE EASY WAYS TO IMPROVE ONLINE COPY
    Presented by Mel Henson
    Screen Pages – 7th July 2011
  • 2. Traditional copywriting
    COPY
    YOUR PRODUCT
    YOUR CUSTOMERS
  • 3. Salesmanship in words
  • 4. Why is online different?
    Decision making process
    Skimming v reading
    Space restrictions
    New things eg:
    Link copy
    Category overviews
    Search engine optimisation
  • 5. NO 1 WRITE FOR ONE PERSON
    The ‘crowd’
    You all...
    Our customers...
    For those of you....
    The individual
    You
    Your
  • 6. Use the word ‘You’ more than ‘Us’
    (Our business)will be celebrating its 10th anniversary in September 2007. When welaunchedour business, mail order was still evolving, the internet was merely talked about, on-line shopping had hardly begun and Google had not even been thought of.
    10 years ago, wesetourselvesthe objective of creating quality jewellery that was stylish and incorporated classically timeless designs. We wanted to offer products that women could afford to buy for themselves.
    We also set ourselves the goal of providing a level of service that went beyond ourcustomers’ expectations.
    I hope wehave succeeded! These are still ouraspirations today.
    In 1997ourcollection amounted to perhaps 30 or 40 at the most. Today we regularly have nearer 400, and weare creating new ones every week.
    A hugethank youto all our customers who have supported usover the last ten years. Youhave been very loyal, andweare enormously flattered by your continuing trust and support as well as by the many compliments wereceive
  • 7. 304 words
  • 8. No 2 WRITE ACTIVELY – NOT PASSIVELY
    Passive
    This spray cleans....
    This radio is so clear
    This stain remover is easy to use
    Active
    End the chore of....
    Discover the clarity of...
    Remove stains with ease
  • 9. Assume they’re going to buy
    Passive...
    If you buy....
    You could be enjoying....
    Should you decide to...
    Active....
    When you buy....
    Enjoy the....
    Now you can look forward to...
  • 10. Active sentence-starters
    Keep your....
    Organise your...
    Reveal your....
    End that....
    Prevent ...
    Stay ahead...
    Freshen up....
    Restore your...
    Say goodbye to...
  • 11. Demco Europe Limited – helping library and education professionals to provide the best service to their customers and students in the UK, across Europe, and internationally.
    By offering specialist supplies, furniture and innovative design for libraries, study spaces, and learning resource centres, the Demco Europe family of established brands aim to inspire learning within our communities.
    Inspire learning in your community.
    When you need innovative design, furniture and resources for your library, trust Demco Europe Ltd - one of the world’s leading specialist suppliers to universities, colleges, schools and learning centres.
  • 12. Present tense is active – future is passive
    No will...
    Will....
    Kids love the fruity taste....
    Your hands are always warm thanks to a pure silk lining..
    Kids will love the fruity taste....
    These silk-lined gloves will keep your hands warm...
  • 13. No 3 USE MAGIC WORDS
  • 14. Use sparingly....
  • 15. No 4 – Be creative with links
    Spiders give more weight to your ‘anchor text’
    Click here to find your birthstone
    To see the rest of the Canterbury range, click here
    Find your birthstone
    Want matching bedroom furniture? The Canterbury range includes wardrobes, mirrors and a chest of drawers.
    Remember to keep it readable
  • 16. No 5 WRITE FOR HUMANS (not spiders)
  • 17. Category overviews
    SPIDERS
    Welcome to the bakeware section of our website, where there’s a fantastic selection of muffin pans, tart dishes, loaf tins, madeleine moulds and lots more for baking all kinds of cakes and pies.
    HUMANS
    Buying bakeware is a piece of cake with our great selection.
    From muffin pans and tart dishes to loaf tins and madeleine moulds you’ll find all you need for baking cakes, pies and more.
  • 18. Copy is only one part of SEO
    URL
    Title
    Site structure
    301 redirects
    Breadcrumbs
    Navigation
    Bullet points
    External links
    Internal links
    Canonicalisation
  • 19. Isn’t he adorable? Probably a bit more loveable than his famous namesake Hampton Court Palace’s notorious resident, King Henry VIII. He comes with full royal regalia including handsome trimmed Tudor cap and cape. Suitable for little princes and princesses aged three years and above. Measures 28cm.
  • 20. THE SECRET FORMULA
  • 21. AIDA - Attention, Interest, Desire, Action
    Attention
    Interest
    Desire
    Action
  • 22. AIsn’t he adorable?
    IProbably a bit more loveable than his famous namesake Hampton Court Palace’s notorious resident, King Henry VIII.
    D He comes with full royal regalia including handsome trimmed Tudor cap and cape.
    A Suitable for little princes and princesses aged three years and above. Measures 28cm.
  • 23. 5 EASY WAYS TO IMPROVE ONLINE COPY
    Write for one person
    Active, not passive
    Use magic words – sparingly
    Be creative with links
    Write for humans, not spiders
  • 24. www.wordsthatsell.co.uk
    Presented by Mel Henson author of Flicks & Clicks
    Follow twitter @flicksandclicks
  • 25.
  • 26. 4. TALK BENEFITS NOT FEATURES
    Feature
    Biker’s glove with a sticky palm
    NEW STICKY PALM GLOVE GIVES BETTER GRIP
    Benefit
    Better grip, more control, win more races
    THE GLOVE THAT HELPS YOU WIN
  • 27. Copy is a tiny factor in SEO
  • 28. The old and the new
    Traditional (Print) Copy
    Ads
    Letters
    Catalogue product copy
    Coupons & order forms
    New (online) Copy
    URL’s
    Title tags
    Link copy
    Landing page
    Category overview
    Google Adwords
    Advice copy (eg: Buyers’ Guides)
    Checkout