If you’ve been paying attention, I’m sure you’ve already noticed it. Online copy is getting more specific every day. And keyphrases? They get more descriptive with every search. Think back to 1998 for a moment. The ‘Net was new and the number of sites was few. Surfers typed in keywords like [doctor], [marketing] or [vitamins] and actually found what they were looking for.
Because online traffic has dramatically increased, refining searches has become a necessity. No longer will [vitamins] bring up the results a searcher wants. No longer are visitors happy with landing on a home page and working their way through a site to find what they want. Now they type [multivitamin with extra iron for seniors] and expect to land on a page that shows all the options for those parameters. And the copy? It has to speak specifically to the target audience who is looking for that product.
Does your copy do its job in that area? When seniors land on a page that sells multivitamins for the 55+ crowd, does the copy speak to their individual needs? Or is it generic dribble about the overall benefits of vitamins? Are you addressing the loss of bone mass, the reduced energy levels and the aching joints? Or does your copy simply spout off that “everyone” needs at least 75mg of vitamin C daily?
If your copy is still talking to “everyone,” you’re soon going to find yourself lagging behind. Selling bicycles? You’ll want copy that addresses niches such as mountain bikers, road bikers, multi-street bikers, BMX bikers and others. They don’t all have the same wants, needs or visions for their bikes.
Houses? You’ve got to be kidding yourself if you think all buyers are the same. There are first-time buyers, growing families, empty nesters and those looking for retirement housing. Every stage of life is represented.
When’s the last time you took a good look at your site’s copy? Go back and do it today. With each page you review, ask yourself two questions. (1) Specifically who is this copy supposed to speak to? (2) Is the copy actually speaking to that niche?
You might be surprised at just how much further you can segment your copy — and at how many more conversions you’ll get when you do.
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