SEO Copywriting Checklist: Are your product descriptions costing you customers?

Welcome to another video in the SEO Copywriting Checklist series!
Today’s video is addressed to those of you in e-Commerce retail, and asks: are your product descriptions costing you customers?
Tune in as Heather shows what works, and what does not, in well-optimized product copy:

YAWN…There’s Nothing Here That Screams “Buy Me!”
Well-written product descriptions are a blind spot for a lot of e-retailers, as evidenced by this first screenshot: you have the picture, and then a very, very short description of the product.
As […]

Increase conversions, sales, & coverage with behavioral targeting

Two words – “behavioral targeting” – describe a technique that seems far too foreign to the world of online marketing and website optimization. In fact,  it’s something that most web developers are not even aware of.
However, the possibility is quite high that the sites that you frequent and find pretty impressive already use this technique. And chances are the popular sites of top grossing businesses owe it to this magnificent technique.
So what is behavioral targeting anyway?
Behavioral Targeting – Entering the […]

Tap your customers’ psyche to create powerful content

Greetings! You’re in for an intriguing SEO copywriting video today, as we enter the realm of customer psychology – specifically, tapping your customers’ psyche to create truly engaging, powerful content!
Based on psychologist Abraham Maslow’s “Hierarchy of Needs,” Heather walks us through the emotional (and motivational) levels of the psyche and illustrates how to tie your copy into each one with specific website examples.
So tune in to learn how to make your copy resonate with your customers on their deepest psychological […]

What Dr. Seuss can teach you about copywriting

Confession time: I love Dr. Seuss.
The words to One Fish, Two Fish are stuck in my brain. I have a Dr. Seuss watch. I have Dr. Seuss books on my iPad. I watch “How the Grinch Stole Christmas” ever year. I even have a limited edition print hanging in my bedroom.
Why? The words that Theodor Geisel (otherwise known as Dr. Seuss) wrote had an impact on me. Yes, his books taught me how to read (and they always bring back fond […]

4 content optimization tips for e-commerce websites

E-commerce sites often struggle with their SEO. Boring, bland product descriptions make up the bulk of the content, the URL structures are often a mess and because they rely so heavily on graphics the site speed is very slow and most of the site looks blank to the search spiders. However, that doesn’t mean that there is no hope for e-commerce sites when it comes to optimizing their content! SEO best practice guidelines still apply, but an e-commerce site might […]

Does your Website copy suck the life out of your conversions?

What’s scarier than zombies, witches and vampires combined?
Bad sales copy that sucks the life out of your conversions.
You may say, “Well, our sales copy is performing OK – I check our analytics.” And that’s good. But I want to teach you how to transform your “good” sale copy into “great” – and turn your sales up to a Spinal Tap 11.
And all it’s going to take is a little bit of time.
It’s easy to develop a blind spot around our […]

Writing for print vs. Web: 5 tips for catalog copywriters

Confession: Catalog copywriters have yelled at me during an in-house training. Two separate times.
Teaching print copywriters the difference between writing for the Web vs. print can be an interesting challenge. A common misconception is that Web SEO copy is “thin,” keyphrase-stuffed and poorly written. So, when I start talking a mile-a-minute about “putting keyphrases into content” and “Title tags,” the first reaction is often something like:
“What the hell is she talking about? Stick random words […]

5 post-Panda strategies for optimizing your e-commerce site

Welcome back! In this third post of her Q & A video blog series, Heather addresses the oft-asked question:  How can I make my e-commerce site better for the search engines? Many smaller to mid-sized e-commerce companies are now striving to make their sites as good as they can possibly be, after suffering the fallout of Google’s Mayday and Panda/Farmer updates.
Over the past financially-stressed year, many e-commerce companies simply lacked the resources needed to produce high-quality, original content.  So they’ve […]

Drive revenue with benefit-specific, targeted product pages

Welcome back!  In today’s video post in our ongoing website writing series, Heather Lloyd addresses how to write conversions-driving  product pages.  Last week, Heather discussed the essential strategies for writing a killer home page (as well as the not-so-hot tactics).  Today, she tackles how to write benefit-specific, targeted product pages that will drive revenue.
If you’re new to the how-to series or could stand a quick review, it might be helpful to check out Heather’s previous posts on Features vs. Benefits […]

Does your SEO copywriting sound like a bad date?

Before I entered the wonderful world of married bliss, I was the woman who always had the best (or would it be worst?) dating horror stories. Still lives with his mother? Check. Texting his ex-wife while sitting at dinner? Check. You name it. It happened to me. People thought I was cursed.
As I was remembering those “bad old days,” I realized that going on a first date is a lot like visiting a site for the first time. In that […]