How to craft web pages that rank good and convert good (bringing SEO & Conversion copywriting together)

1. How to craft web pages that
rank good and convert good
slideshare.net/EdenBidani1
@edenbidani
Eden Bidani
CAPE.Agency

2. Did you know
there’s such as thing
as an infinite web page?

3. These pages always
rank super good.

5. But just because we CAN do
things like keyword-stuffed
infinite web pages…

7. (doesn’t mean
we should do it)

8. Because if the user’s
experience on the page
isn’t good…

9. 1. They get a bad impression
of the company (and brand)

10. 2. They’ll be less likely
to make a repeat visit

11. 3. They’ll be less likely
to convert

12. So that’s exactly what we’re
going to talk about today.

13. About how you can craft
web pages that rank good
and convert good
by prioritizing
a good user experience.

14. This is applicable to:
● Home pages
● Platform/Feature pages
● Use case/Solutions pages
● Comparison pages
● Landing pages
● Blog posts

16. (Um… wasn’t that the whole
point of Google’s helpful
content update?)

17. Your page content
has to be organized
so that it feels intuitive
to your reader.

19. They’ll settle in
to read the page.

20. And will engage with it.

21. And will be more motivated
to convert.

22. Which will help your company
(or client) achieve what they
really want out of all this:

23. Rank #1
Be a thought leader
Be a trusted resource
Win more customers
Make more money

25. It’s easier than you’d think.
It just takes 2 things:

26. #1 An understanding of how
people behave on web pages
(to help you structure
the flow of content on the page)

27. #2 Applying conversion
copywriting tips
(to encourage people to stop,
read, and convert)

28. #1
Understand how people
behave on web pages

29. Raise your hand if
you’ve heard at least once in
the last week:
“people don’t read online.”

30. Well, they’re right.

32. “People read paper.
They use the web.”
-TJ Larkin

33. We read books from
start to finish.

34. But we scan, scroll, and skip
around web pages until
setting in to read them.

35. And the NN Group found this
to be true based on
3 large-scale eye tracking
studies over the course of
13 years.
Source

36. They found that 79% of
users scan web pages.

37. And only 16% of users
read the whole thing.

38. They also found that how
people use web pages varied
depends on 4 key factors:

39. ● Motivation
● Type of task
● Level of focus
● Personal characteristics

40. But what does this teach us
about structuring
content on our pages?

42. If we want our pages to rank
well and deliver a good user
experience, we have
to take into account:

43. 1. Eye-reading patterns
2. Inverted pyramid
3. Formatting

44. So here’s how to structure
web pages for how people
USE them

45. #1
Know the 4 most common
eye scanning patterns
people use with
content-heavy web pages

46. 1. The F-shape

47. 2. The Spotted Pattern

48. 3. The Layer
Cake

49. An interesting
title
The first headline
A smaller headline
Text Text Text Text Text Text
Text Text Text Text Text Text
Another headline
And another smaller one
Text Text Text Text Text Text
Text Text Text Text Text Text

50. 4. Commitment
Pattern

51. You can change the
structure of your content to
meet the needs of users
(as based on your KW
research)

53. #2
Structure your page
content like an
inverted pyramid

54. Any journalists in the room?

55. Source

56. It asserts that the user
is in the right place
and this page has the info
they’re looking for

60. How to do it on content-
heavy web pages:
● TL;DR introductions ( 50 words)
● Bullet point summaries at the top of
the page
● In-text links in the hero so they can
skip to where they want, instantly

61. #3
Formatting
is your friend

62. I know this probably isn’t
the first time
you’ve heard this…

64. Formatting helps users
figure out:
1. Where they need to go
2. What they need to engage with
3. Where is the info they’re looking for
4. Why they should care

67. Types of formatting to
direct readers’ attention:
● Heading and subheadings =
“street signs”
● Rich text (bold, underline, italics) to
highlight specific pieces of
information

68. ● Bullets (fascinations) and numbered
lists for easy scanning
● Using a variety of media to support
the content (keep up interest)

70. #2
Applying conversion
copywriting principles
to encourage people to stop,
read, and convert

71. (P.S ChatGPT isn’t one of the
“tips”)

73. Conversion copywriting
principles optimize your
content for a good user
(reading) experience while
subtly encouraging
conversions.

74. Need to incorporate 2 key
elements:
1. The slippery slide
2. Voice of the customer

75. #1
The slippery slide

77. "Your readers should be so
compelled to read your copy
that they cannot stop
reading until they read all of
it as if sliding down a
slippery slide."
- Joseph Sugarman

79. So try to:
● Vary sentence length
● Use white space liberally
● Cut sentences in the middle
(and starting the next with
“And” or “Because”)

80. Super tip:
Read your writing out loud
to yourself while editing
(works like a charm!)

82. #2
Incorporate the voice of the
customer (VoC)
wherever possible

83. Surprise!
People like connecting
with people.
Not companies.
(Or robots.)

84. Using VoC will help you
connect your writing with
users with their own
authentic language.

85. 3 Excellent sources of VoC:
● Review mining (yours and
competitors)
● Customer interview
transcripts
● Qualitative surveys (not NPS)

86. VoC uncovers:
● user pain points
● desires and motivations
● and tells you what they
want to know

87. (Psst: these are also rich
sources for KW research/
new topic ideas!)

90. Thank you