Everyone is focused on SEO rankings and everyone wants to get on Google page one. You hear both customers and SEO consultants, freelancers and companies say the same thing:
Customer: I want to get on Google page 1 rank 1
Scammy SEO Consultant: Sure, I can guarantee you that you get on Google page 1 rank 1 in one month time.
Firstly, SEO doesn’t mean anything if what you write on your site is crap. You see, the majority of ‘marketers’ aren’t paying for what they write on their website. I learnt this the hard way.
On a side project, I outranked all my competitors within a couple of months. However, I wasn’t converting! No one was enquiring about my services. So what went wrong?
Have you ever a sales page, an email from a company, a product description on Amazon or seen an ugly Facebook ad whilst browsing through your newsfeed? Well, I’ll sum all of those up.
It’s called: copy.
Copywriting is different from ordinary writing. Copywriting is words written that are meant to sell.
How can Successful Copywriting Help Increase Your Site Sales &Traffic?
You need to know two concepts for this article.
- Bounce Rate
The bounce rate is the percentage of visitors that go to your website who click away from the site after viewing only one page.
- Time on Page
Time on page is the total amount of time spent on a particular post or page.
If you decrease your bounce rate and increase your user’s time spent on page. It’s safe to say that Google will deem your post or page to be of high quality. They’ll give you a boost in your rankings.
The best way to engage your audience is to write engaging copy. So how can you be a successful copywriter who publishes content that both your readers and Google love?
4 Frameworks of a Successful Copy
The majority of copywriting advice sucks. They focus on blinking spam-my button, flashing lights, false scarcity plays and all of that. The worst of all, they promise you the moon, the earth and seven virgins.
‘We’ll Get You a Page #1 Rank. Guaranteed Results or Pay Nothing. Get Free Quote!’ – a Real Life Example
Well, you bet you’re going to asking for your money back with those kinds of promises.
You don’t have to be scammy or flashy to write great copy. Here are some frameworks I keep in mind when writing just about anything from a sales page or a blog post.
- Focus on the reader
I used to only write my opinion on my projects. It’s called the I, I, I syndrome. Here’s the truth: no one cares about your opinion. People that click on your site want a problem to be solved. Unless you’re a hot girl, you can’t constantly be writing about yourself. Poor writers only care about themselves. Good writers write about what they’re readers care about.
Remember: good writers focus on their audience, and not on themselves.
- Bar Stool Test
When I launched a self development site a couple of years ago, I used big philosophical terms hoping that my readers will find me articulate, intellectual and knowledgeable. However, it backfired. Instead, I got feedback from one of the site owners I reached out to say that he felt like he was reading a college thesis.
I took a step back, studied some copywriting advice and came across the barstool test.
Imagine if you were sitting in a bar and chatting with a friend. He asks you: what business are you in again?
If you said: I help small medium enterprises in Singapore optimize their H1 title tag on their content management platform so they’ll be able to attain higher visibility on search engines.
He’ll look at you crazy.
However, if you said: I help small medium sized companies in Singapore generate leads on Google.
That’s it. Plain simply English. Understandable within a sentence.
Good copy works the same way. It’s not about writing super dense material. Good copy is actually similar to how day to day people talk. One other trick you can use is to read everything out loud. If it’s something you wouldn’t say, then it’s probably not good copy.
I started off with an SEO background. SEO has a tendency to be filled with jargon and complicated terms. When I was an SEO consultant, I enjoyed using technical words and complicated phrases that made me sound smart and sophisticated. However, I realized that the average SME owner in Singapore (my target audience) isn’t going to understand what the hell I was saying.
Who are you writing for?
You should be writing for your clients; hence you should write content to fit your audience needs.
- Benefits Versus Features
No: 9 advanced SEO modules in our SEO training
Yes: 9 advanced SEO modules to help you outrank your competition, increase website traffic and sales for your company
No: Advanced financial literacy class to educate you on the 4 factor model in investing
Yes: How to build a portfolio of steady income returns without any prior knowledge to investing
No one cares if you have 9 advanced SEO modules in your SEO courses. What’s in it for them? They care about results and benefits, as opposed to the features of your product.
When someone purchases a Mercedes Benz, do you think they are really buying the features of the car such as horsepower? Or are they buying the benefits of owning a luxurious car? Status and class?
- Be Specific
Boring: I can help you rank your website on Google
Specific: Imagine the day you wake up and you see leads automatically in your inbox. You no longer have to worry about pushing flyers out or hoping a relative or a friend of yours ‘support’ your business by purchasing your product half heartedly.
Boring: Having a website isn’t enough
Specific: Okay, let’s say you have a website, or a business card even. However, what are these things doing for you? Is anyone viewing your website? Is anyone contact you about your services through your website? What about those fancy business cards? How many of them have you given away without hearing back from the people you gave them away too?
These simple tweaks will make all your writing much stronger.
How can Successful Copywriting Help Your Business?
When you use these frameworks in your writing, you’ll notice a drop in bounce rate because your content becomes a lot more relatable. People are going to start paying attention and click on other post or pages.
These decreases your bounce rate and increases time spent on page. These two metrics are used by Google look at when determining SEO rankings.
When you write good copy, you not only position yourself better in your niche, you also gain the benefits of higher SEO rankings and traffic.