When faced with creating a conversion-focused SEO landing page, what should our copy focus on?
There are so many things we can do — so many directions we can go — that it becomes hard to know what to choose. Do I go with statistics or stories? Facts or feelings? Data or discounts?
If one of these is good, isn’t a mix of all of them better?
Blending Content Types Doesn’t Work
We know we’re blending when we start adding adjectives to our sentences. “Our solution is the most cost-effective, easy-to-use, colorful, highest-intensity, waterproof, process-oriented available on the market.”
We know we’re blending when we want to put one more “value proposition” on a webpage, even when we don’t have room. “Hey, let’s use a rotating hero image!”
The beauty of it all, though, is that search marketers don’t have to blend. We can use keywords as a guide to help us get started on our copy.
Eugene Schwartz is an old-style direct marketer and copywriter who has demonstrated his knowledge of copywriting with a long string of huge successes. He came up with a model to help answer the question, “What kind of copy do I write?” With his model, we can flip our message and focus it, rather than try to blend what we’re doing (thereby, loosing people in the process).
Five Ways To Flip Your Copywriting For Higher Conversion Rates
