Guest Post by Larry Kim

Let’s face it: Many of us have websites so we can make money. As much as we’d like to call ourselves savvy communicators, prolific content creators, or detail-oriented designers, our main purpose for being online is earning a buck.

Optimizing our sites for search traffic is a means to achieving that goal. But in order for us to know if our efforts are paying off, we need to track our SEO progress. Here are the five best measures of that progress…

1. Conversion rate is an important, if not the most important, metric for evaluating SEO efforts. It is defined as the number of website visitors who complete a desired goal out of the total number of visitors. Sometimes that goal is getting people to give you their contact info. Sometimes it’s getting people to download one of your white papers. Sometimes it’s getting them to make a payment. Whatever it is, it’s a step in your sales process. An easy way to track goal conversion data is through Google Analytics.

Google provides step-by-step instructions on how to set up goals for analysis.

2. Site traffic is also very important when it comes to measuring SEO progress. Your site may have a high conversion rate, but if only a handful of people are visiting it each week you likely aren’t getting very many sales. There are many ways to get more traffic on your site, including submitting your site to search engines, asking other sites to link to you, and using relevant keywords. If people like what you have to offer, they will come back. They will also tell their friends about you, and those friends will tell their friends about you, and so on. Google Analytics tracks site visits and page views.

3. Number and quality of links is another key metric for evaluating SEO improvement. Google attaches much importance to these factors in determining which sites appear at the top of its search engine results page (SERP). While it is helpful to link outward, and to other pages on your site, you benefit most from having other sites link to you. There are various ways you can get sites to link your way. Those include syndicating a press release, reviewing products on Amazon, and creating a page about your company in Wikipedia. Creating regular content that’s useful to your audience, especially via a corporate blog, can also be very helpful.

You can track links to your site by downloading a free service from Majestic-SEO.

4. To evaluate your SEO progress you also want to keep tabs on how your site ranks in Google and other search engines. Ideally your site will appear on search engines’ first results page when your target keywords are queried. That’s a goal worth pursuing, considering many people don’t click past the first page. The website SEO Book offers a free tool that tracks your rankings on Google.com, international versions of Google, Yahoo! Search, and Microsoft Bing.

5. Bounce rate and time spent on pages are two related metrics also worth measuring. Bounce rate is the ratio of the number of visitors to a site who view just one page to the total number of site visitors. If you have a high bounce rate, your site isn’t engaging visors. You also aren’t captivating readers if they are spending little time on your pages.

You can use Google Analytics to get these measurements. If you are disappointed with your bounce rate you might need to revisit your landing page’s headlines and copy, and consider whether they address the keywords you’re attempting to target. If readers are spending little time on particular pages, you should probably focus on updating and improving the quality of content on those pages.

About the author: Larry Kim is the Founder and VP of Products for WordStream. Follow him on Twitter or subscribe to the WordStream Internet Marketing Blog. Larry lives in Cambridge, MA.

If you’re reading this post then chances are you’re involved in running some sort of website, an e-commerce website, a consulting website or even a blog. There’s also a good chance that your website is meant for visitors to take an action, such as buying a product, picking up the phone and calling you or even clicking on a banner.

This action is also known as conversion and the percentage of visitors taking this action is called conversion rate. If one of your goals for 2010 is to increase your conversion rate, here are 21 tips to point you in the right direction…

Trust factors:

1. Show 3rd party accreditation – Accreditation which is listed clearly on the homepage and landing pages, especially one which is known, is helpful to create trust. It can vary from a professional industry body to a yellow pages icon (which is linked to your page on yellow pages) and even a PayPal symbol can be considered as a type of accreditation.
 
2. List your privacy policy – In recent months, the subject of user privacy has been a hot topic, affecting companies from Facebook to Google. Listing a privacy policy is important, perhaps more than ever for appearances sake. The Direct Marketing Association is offering a privacy policy generator which is simple to use and free. Once uploaded, place the privacy policy in a visible place such as the page footer.
 
3. Add a physical address – If you haven’t already, you should add your physical address as soon as you can and register it with Google Local for added value from organic search. Websites with a physical address are considered more trustworthy.

4. Add a contact phone number – Similar to adding a physical address, adding a contact phone number will increase your trustworthiness as visitors are able to query details before and after a sale. If you’re concerned about the cost of buying a phone number, look at VOIP vendors such as Skype who offer a land-line number which you can take with you. 

5. List your terms and conditions – In addition to visibly showing your terms and conditions, also allow visitors to download and print this document. If the functionality to download a document does not exist in your CMS, simply upload the document to a service such as Box.net and embed the folder on the page.
 
6. Pay attention to language, spelling and typos – Grammar will have a profound effect on your conversion rate. Spelling mistakes and typos will instantly discourage visitors from reading on.

Merchandising offers:

7. Ensure product relevancy – Go with the flow and offer products or services which are in demand. Don’t be too surprised if sales for a particular products are down, because the market has moved forward. Look at online tools such as Google Trends or even Twitter Trends to establish what’s hot and what’s not. 

8. Ensure price competitiveness – If your competitors are offering better prices, visitors will find them. Price match your products vs. your top competitors. It’s very easy to loose track and miss their price reductions.

9. Check stock availability – Poor planning which results in out of stock products means you will loose revenue. When products are out of stock, consider listing when they due back in stock and offer to email back visitors when stock is available again.

10. Delivery and shipping costs – Delivery costs are one of the biggest reasons for consumers not completing sales because they know when you’re trying to make a buck at their expense. Make sure delivery cost is as low as possible. To see a real effect on your conversion rate consider free delivery.

11. Introduce product offers – Similar to your local store, product offers work everywhere. To really get the most out of your website, consider doing the same and improve your offerings. Offers such as buy 1 get 1 free, sale, reduced to clear and many more will help you convert more visitors into active buyers.

12. Clarity of product descriptions – Clear descriptions can aid in the sale process by alimenting questions marks associated with the products. From time to time look at your support emails and enhance the product description.

13. Don’t forget imaginary – Images are a fantastic visual aid which can really make a difference, after all ‘a picture is worth a thousand words’.      
 
User experience factors:

14. Place a clear call to action – On the product or service level, ensure that you are always directing visitors to take action. For example, ‘add to cart’ if you are selling online or ‘call us now’ if you are selling a service.

15. Optimize website speed – If the website is loading too slowly some visitors will go elsewhere. To test how quickly (or not) your pages are loading and to view helpful suggestions use a page analyzer or for those using Firefox, try Google Page Speed extension. 

16. Ensure full browser support – A couple of years back most visitors used IE, but today Firefox and Google Chrome are becoming more and more mainstream. Test the appearance and functionality of the site in multiple browsers using browsershots.org to ensure every visitor is a potential buyer.

17. Fix poor navigation – Try and place your top sellers one click away from your landing pages (i.e. home page or category page). If you’re struggling to visualise how it should look, try the free wire frame tool from mockingbird to play around with your website navigation before coding.

18. Fix error pages – Track your error page in your favorite web analytics software and fix these pages as soon as possible. If you’re using Google Analytics it’s a breeze to track them otherwise use Xenu’s Link Sleuth utility.
 
Checkout factors:

19. Make the checkout process short – Size matters when it comes to converting visitors to customers. If your site has a lengthy checkout process you’re asking for trouble. Only capture the most relevant fields needed to complete the purchase because you can always follow up later and ask for more details.

20. Try a guest checkout process – Many customers will tell you, they’re tired of opening another account and having to remember another username / password. Offer a one page checkout process which captures customer details, but does not open an account. You’ll make yourself more attractive to a lot of people I know.

21. Offer alternative checkout gateways – There’s a lot to be said for using the likes of PayPal and Google Checkout. Putting their fees aside for a moment, there are a lot of customers who are more likely to pay like this vs. giving their credit card details to a site they have never heard of.
 
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Guest article by Michelle Strassburg Co-Founder at Wood and Beyond.  Michelle has over 10 years experience managing online marketing and is an active blogger.

This is another addition to our ongoing series of tutorials and case studies on landing pages that work.

Robert Regehr wants to save homeowners big bucks on mortgage refinancing. He and his videos are leading the charge. He’s consistently getting about a 3% conversion rate (those prospects that move from reading to registering) based on about 400 unique visitors a day.

Robert, to quote Oliver Twist, ” . . . would like some more, please.”

• The Goal: Increase conversion from current 3% mark.
• The Problem: Self-testing hasn’t appreciably moved the 3% conversion rate. To make 3% work, Robert would need to see daily traffic grow to 1,000 unique visitors daily.
• The Current Landing Page: www.refiadvisor.com (home page). (The site may not load with Internet Explorer, see the critique below.)
• Value: $30-$50 per valid lead.

Click image for larger view

The Maven’s 10-Point Critique

Before I get into the critique, be aware that we had intermittent problems loading your site at all in Internet Explorer. Since this is still the most common web browser, resolving this problem should boost your traffic and conversion without any additional change on your part.

#1 — Focus your content on the deep benefit of what you’re offering: What do your prospects really want?

They want to lower their monthly mortgage payment so they can use the dollars they save on other things. From paying off credit card debt to sending a kid to college, they want to have more money in their pocket. They want freedom from worry. At the same time, they want to be smart about it and not get ripped off.

They don’t want videos. They want advice to help them make a smart decision about their money so they can do something way more fun with it than give it to the bank.

You’re already pulling a wealth of demographic information from registrants. How could you use the info you’re gathering to further sharpen your copy and find the sweet spot for your prospects?

#2 — Test a variety of headline approaches.

Go negative — No more junk fees! Don’t get ripped off on your next refi!

Go positive — Thinking it’s time for a refi? Learn how to put more $$$ in your pocket with these FREE insider secrets.

You don’t have to get all that sophisticated with the testing unless you want to. Simple Headline A vs. Headline B will help you sharpen your message.

#3 — Test going straight to the video.

Since you’re promoting knowledge through the video series, I’d test bringing the video to the first screen and write some intro copy that hones in on: “Lenders are smart, but you can be smarter. Our mad-as-hell, 27-year veteran of the mortgage lending business spills the beans on the truth behind refi. Here’s just one example . . . ” which then leads directly to the video.

You want to keep this video clip short (no more than 30 to 90 seconds), value-rich, and emotionally resonant. You want the viewer to get mad and want to learn more.

#4 — Upgrade the value of your offer in the prospect’s mind.

Your offer of Free Videos sounds a little vague and generic.

Instead, reframe the offer as a series or a mini-course and promote its value as a single entity.

The No Refi Rip-Off Short-Course will teach you X, Y and Z. Composed of X, XX-minute videos you view right online, this is the information the mortgage industry doesn’t want you to know. Watch them at a single setting or one by one at your convenience.

You do some of this on your About Us page, but it really should be on the main landing page, too.

#5 — Add credibility and provide details on your refi industry “turncoat” and author.

Who are you? And more to the point, why are you qualified to provide this advice?

Your copy tells us the videos were developed by a 27-year veteran, but we don’t know more than that. Is that person you?

If you need to, we can say we have to keep his identify anonymous to protect him from lawsuits and industry wrath. But tell us more. What kind of experience does he have? What kind of lending institutions? Tell us about his epiphany and why he decided to create the videos.

You also want to establish who you are (if you’re not the author of the videos). Your headshot is there in the live chat box. Are you a sales rep or a refi expert? Make me feel comfortable engaging with you. Don’t forget to add the “trust badges” you use on the registration page here, too.

#6 — Be consistent with your message and terminology on every page.

Your current landing page is also your home page, so visitors are exposed to your complete site navigation. When I look at the About Us section, you promote the series value but you also call the information by different names.

So now I’m feeling confused – what is the video series called? “Underground Mortgage Videos?” “Mortgage Refinancing” (which you refer to as a guide, and which links back to the home page). Or even “Win Smart, Win Ugly,” which, while not a name per se, reads like one. (A better title would be: “Win Smart, Win Ugly — Just Win.”)

A confused viewer, unless deeply motivated, goes elsewhere.

#7 — Get more mileage from your sidebar.

You have a live chat box. Good. But you could be doing much more with it.

Restate your guarantee in this space. Testimonials belong here, too. Pull one or two from your registration page and get them in here.

You have images of Oprah and Kiplinger’s magazines. Good, but the images don’t link anywhere. Ideally, they should link to articles where you’ve been mentioned.

If you can’t do that, you can link to articles that talk about these same refi issues. Just change your headline from “As Seen In” to something like “Everybody is talking about Refi Rip-offs,” find magazine articles that cover the topic, and link them up.

Ideally, you want solid sidebar information next to your main copy so it shares the same “eye space.” It also shortens the screen scroll.

#8 — Rethink your overall color scheme and the imagery in your banner.

I usually don’t comment on color. I try to keep my personal aesthetic out of the equation. But the subdued burgundy-ish, lavender-ish is a downer, man.

Consider a brighter, lighter look that doesn’t undercut your professionalism. You don’t have to look like a bank – in fact, you don’t want to — but you want an optimal mix of trustworthiness and optimism. You’re in the happy-making business, and you want a site that reflects that.

Regarding your banner: Remember, your prospects already own their home, so the “moving-in” image doesn’t reflect them. Instead, your prospects want to save money on their monthly mortgage bill and/or pull money out to do something else. Perhaps a montage of two or three happy couples, all ages, would work here, showing the bright smiles that come from saving a whole bunch of money.

#9 — Up the trust factor on your registration page.

Here’s what we know: 97% of the people who visit your site don’t take the next step to register.

I’m sure in large measure that’s because you’re asking for specific financial information and opening the door to sales calls and emails.

Tire-kickers for sure don’t want to give up any personal information. But for those folks who are actively thinking about refinancing their home, giving up personal information may be ok if you’re straightforward and honest about those next steps and how their information will be used, now and in the future.

You won’t convert the tire-kickers, but you will get more active refi-seekers to sign on board.

#10 — Strip your registration page to the essential steps.

Right now your registration pages use the same copy top and bottom, with the form area sandwiched in the middle.

I’d remove the redundant copy from Steps 2, 3, etc., and focus more on the information being requested. Add one or two short, pithy “confidence boosters” per step, per page.

BONUS:

Yet again, I’m recommending an exit pop-up before your prospects disappear into the cyber-void.

Whether you love ‘em or hate ‘em, exit pop-ups can be very effective and are definitely worth testing. What can you offer to entice a first name and email address now for marketing later on?

My thanks to Robert Regehr for his patience and support of Heifer International. Look for my next makeover in approximately 4 to 6 weeks.

Want to get a future Copywriting Maven landing page makeover?

Got a landing page that’s more poop than pop? Willing to share with Copyblogger readers? Prepared to put a little of your own “skin in the game” for a Maven Makeover? Then click on Maven’s Landing Page Makeover page for all the details.

I’m booked for gratis “Heifer” critiques until 03/15/10. If you’re interested in a private critique/makeover or other services, please email me directly.

About the Author: Roberta Rosenberg is The Copywriting Maven at MGP Direct, Inc. Find her @CopywriterMaven on Twitter.

Before we get started with the new Link Building Series this week, I want to make sure everyone understands basic web page optimization.

While link-building plays a big part in getting top search engine rankings, what you do on the page is going to dramatically influence your CTR (click-through rate) and your conversion rate. So – first things first…

Web Page Optimization Begins With Keyword Selection

The first step is to choose the keyword phrase you most want your page to rank well for in the major search engines. Each page of your site, or blog post, will be optimized for a relevant keyword phrase.

The main page is optimized for your most general keyword phrase, the categories slightly more specific keyword phrases, and your pages/posts should be optimized for very specific keyword phrases – called long tail keyword phrases.

Long Tail keyword phrases are phrases with 3 or more words.

Let me give you a quick visual example of how this would be set up on a website about nail art. Your first step is to use your favorite keyword research tool and type in the phrase “nail art”. You can use WordTracker’s free keyword suggestion tool:

http://freekeywords.wordtracker.com

• Home/Main Page
  - Nail Art
• Categories/Navigation
  - Nail Art Designs
  - Freehand Nail Art
  - Nail Art Supplies
• Pages/Posts
  - acrylic nail art designs
  - professional nail art supplies
  - nail art step by step

That’s a very basic example, and it will vary with niches and keyword depth, but the goal is to start general and then get more and more specific as you get deeper into your site.

Note: While long tail keyword phrases generally have less search volume, they bring in a more targeted visitor and result in much higher conversion rates. Longtail keyword phrases also contain variations of shorter keyword phrases.

To give you an example one of my blog posts is optimized for starting a free online business, but also ranks well for the shorter phrase: free online business.

As that example implies, you can optimize a web page for more than one keyword phrase. I choose a Primary Keyword Phrase (the phrase I most want my page or post to rank well for) and also choose a secondary keyword phrase (or two). We’ll get into this more during the Link-Building series.

Web Page Optimization 101

Now that you have selected your keyword phrases, it’s time to optimize your pages. There are 7 places on your page where you want to include your Primary Keyword Phrase on each individual web page:

• File Name
• Title Tag
• Text Header
• Sub-Headings
• Within Content
• Within the Meta Description tag
• Anchor Text of Incoming Links

I’ll often name my images with my Primary Keyword Phrase as well, if relevant, but that’s as much keeping my images organized for which post they go to as it is “image optimization”.

I don’t pay attention to things like keyword density, keyword proximity, or any other fancy SEO terms. I simply use my Primary Keyword Phrase in each of those places, and a few times within the actual content. Usually in the first paragraph, the last paragraph, and maybe once more somewhere in the middle (a couple of times on longer posts/pages). That’s it. Keep it simple

Web Page Optimization for Blogs

Optimizing blogs is very similar to optimizing web pages. I don’t use any fancy plug-ins to achieve this on my own blog. This post actually stands as a visual example where you can see all 7 elements listed above.

Even though you are viewing this blog post in your browser, I’ll point out each of the elements here so you can get a better feel for how it is done. This post is optimized for the phrase “web page optimization” – a low volume phrase (around 9 searches a day, or 3,285/year).

With a blog, the title of the post also becomes the Title Tag or page title as well as the Text Header. As you can see, I’ve used the phrase in both the title and the file name:

If you look at the top of your browser, you’ll see the post title is in the Title Bar and you’ll also see it as the text header above the post. You’ll also see that I used the Primary Keyword Phrase in the sub-headings throughout the post:

Once you publish a blog post, the post title is also used as the Anchor Text for internal links throughout your blog – specifically to your post, from your archive listings. Your post titles will often contain additional words, diluting the keyword phrase in that Anchor Text. With this post, the additional word is “checklist”.

So my blog will create internal links to this post like this:
Web Page Optimization Checklist instead of Web Page Optimization (preferred).

This is where our link-building strategy will help, which we’ll focus on next.

How do on-page factors affect CTR & Conversions?

Ahh yes – I almost forgot to come back around and explain that.

Before anyone ever arrives on your web page, they run across your link – either in the search results or on another website. What they see in the search results is your Title Tag and your URL. Or if they find your link on a web page and hover over it, they see the Anchor Text and the URL.

Example:

What you say in those few words will determine whether they click on your link or not. A compelling title may grab their attention in the search results. Or a descriptive file name may encourage them to click through to read the topic.

As for increasing your conversions, that’s all in selecting the right keyword phrase. You want a very strong message to market match between your keywords and your content. Meaning your phrase defines what they can expect.

With this post, the phrase “web page optimization” very clearly defines what a visitor will find when they click through. This will increase your chance of gaining a new subscriber or making a sale (ie increase your conversion rate) – versus the other option: they click the back button.

Recommended Reading:

What I have given you here is a basic overview of web page optimization. For a more in-depth understanding of SEO I highly recommend that you download (and read!) SEO Fast Start, a free search engine optimization guide by Dan Thies.

Grab it while it’s free!

Best,

p.s. Also see my tutorial on writing SEO Content that outlines how to choose the best keywords & phrases for individual blog posts or web pages.

Stay tuned – this Link Building series is going to be fun

As you know I often recommend SEO Fast Start as the SEO Guide of choice. But I also mentioned in that review that I was reading yet another SEO Guide.

This time it’s Google Best Practices by Jerry West. Two SEO Guides, by two of my favorite SEO’s. My intention was to do a comparison review, and at first I thought I would basically be reading two guides on pretty much the the same topic.

Both guides are current 2009 editions. Both are written by professional SEO’s. The obvious difference is that one is free, the other $97. But here’s the interesting twist – just as I sat down to write this review, I got an email from Jerry West:

Through the end of the week I’m knocking off $50.00 and it includes free lifetime upgrades and an update is coming out next month.

Check it out – you won’t be disappointed.

Regards,
Jerry West

Jerry is a Certified Search Engine Consultant, and to quote Jerry: “Google rules the web!”. His guide teaches SEO as it relates specifically to Google, with a strong focus on quality traffic and increasing your conversion rate (not just your traffic).

Google Market Share: 71.42% -page 6

Google Best Practices is based 100% on test results. There are no theories, and no regurgitated industry assumptions. In fact, Jerry used 583 test domains and as he says: there are no secrets – only test results.

Chapter One starts by digging right in with a recent case study, complete with screen shots. This study walks through the step-by-step process of going from #8 on Google… to #1 and #2 with a double listing.

He teaches you exactly what it takes to get that coveted double listing – and the biggest mistake you can make trying to achieve it. (page 16)

He dissects on-page factors with detailed explanations and screenshots. Such as a major Title Tag mistake discussed on page 24. As for off-page factors: What you should do when you can’t use anchor text, and still need to get that keyword phrase seen by the search engines – discussed on page 17.

Jerry also goes into the entire suite of Google tools, and how you should use them to your advantage. He also talks about the supplemental index – and how to stay out of it, as well as how to get reinclusion.

Section Two is all about Website Development and kicks off with a section on how to set up your site for maximum “Google Love”.

Google Best Practices is an excellent guide. I’ve admitted before to having a bit of a case of ‘Google paranoia’, but as is often the case – it’s ignorance that breeds paranoia. GBP filled in a lot of the gaps for me, and has me testing some new tools and making some SEO changes.

Do you need both SEO Guides?

Without a doubt, you must download and read the free SEO Fast Start guide. Period. After that, if you’re ready to take things to the next level, specifically with your Google listings – grab Google Best Practices.

http://www.googlesbestpractices.com

There is so much mis-information about SEO across the web, but you can’t go wrong with these two current guides by top well-respected SEO’s. I recommend you study both, and ignore pretty much anything else on the web about SEO.

Jerry is offering a $50 off special this week so you can get Google Best Practices for only $47, instead of the usual $97 – and that includes a free copy of the update coming out next month.

Best,

This is another addition to our ongoing series of tutorials and case studies on landing pages that work.

As the mom to three kids and the wife of a “brown-bagging” federal worker, I’ve bought (and replaced) more than my share of lunch boxes and bags. At the end of a typical school year, the bags that haven’t been lost are ripped, falling apart, and generally pretty disgusting. They, along with the detritus of my kids’ backpacks, get dumped into the trash at the start of every summer.

Maybe there’s a better way. Nancy Owen Myers surely thought so. That’s why she and her small cadre of friends developed Lunchsense.

These attractive, smartly engineered lunch totes work easily for adults as well as kids. They’re well-made, tough as nails, easy to clean, and non-toxic to small humans and big blue planets. Containers are well designed, fit snugly into their proper places, and are manufactured with planet-friendly plastic . . . a lunch box system that doesn’t need to be replaced every year.

But Nancy has a two-fold problem: not enough traffic and not enough buyers. E-tailers/retailers are still taking a pretty big hit in this economy, but let’s see what we can do to help Nancy get more of these snazzy lunch boxes into a lot more hands, big and small.

• The Goal : Increase overall traffic, boost conversion rate from approximately 2%.
• The Problem: Conversion is low.
• The Current Landing Page (homepage): www.lunchsense.com
• Value: $39.00 for lunchbox best-seller

The Maven’s 10-Point Critique

Note: Nancy coupled the need for additional traffic as well as improved conversion. So I’ve divided my suggestions into two broad categories.

FOR CONVERSION

#1 – Simplify, simplify, and simplify your homepage. Right now. I mean it.

Click image for larger view

Wow, this homepage is a complete mess. Too many images, too many messages, too much!

While a classic landing page is a self-contained promotional vehicle that’s designed to drive a specific action from the page itself, a homepage’s main job is to drive a visitor deeper inside the site. Like a display window in a traditional retail shop, its job is to entice the prospect inside, where the real selling takes place.

What you need to do here is:

• Choose one primary image that’s representative of everything else. How about a nice image of a happy mom and child using a Lunchsense?
• Choose one strong statement: Lunchsense: The Easier, Cleaner & Greener Lunch Box Kit (as an example). Emphasize your value proposition — what only Lunchsense is/does and no other lunch box can say.
• Choose three strong benefits and bullet them.
• Add a highlight box for your special offer of the month. Add a “Start Shopping” button or even test a “Which Lunchsense Kit is right for you?” button.

Get rid of just about everything else, including the background veggie picture. (See the image detail.)

#2 – Rework your navigation to replicate the visitor’s path toward a purchase.

I think you’d benefit from three tiers of navigation. The Primary navigation bar should focus on the main reason why someone is at your site and is product/feature/benefit focused. I suggest:

• HOME – SELECTION (Kits/Components/Gift Certificates)
• FAQ (Care/Cleaning/Hardware)
• OUR STORY (Why Lunchsense/Origins/Go Green)
• BLOG or RAVES

If you’re not going to update your blog frequently, move the blog to Green Reads and add testimonials to the BLOG/RAVES spot instead.

Secondary Navigation will show the “sweeteners” and provides supportive information as someone is edging toward a purchase. I suggest:

• Customer Care (instead of Warranty as a section head)
• Green Reads (articles)
• Contact Us
• View Cart

Tertiary Navigation is what you need to have but generally won’t impact the customer or their actions very much. I usually put the Privacy Policy/Sitemap/Contact Us (again) adjacent to the copyright line, full corporate name, address, phone and email (email is linked.)

Add Wholesale Info/Wholesaler Log-in links in a place where they can be seen but are out of the main view of the consumer.

Also, replace your use of the term “warranty” with the words satisfaction guarantee.

#3 – Provide intuitive paths for your visitor to move around the site.

Although your site is fairly small, it would benefit from some form of “breadcrumb” sub-navigation so your visitors always know where they are — and that includes adding a Home link on the main navigation.

Many shoppers won’t know to try clicking the logo as a shortcut to the homepage. They have no way to back out and start again and that makes ‘em edgy and nervous. Getting in and out of your blog isn’t obvious either.

Keep your visitor oriented and they’ll have a much better shopping experience.

Click image for larger view

#4 – Rethink the color theme to enhance site readability and usability.

Orange is a happy, friendly color that jumps off the page. It’s a favorite color of mine to use for action buttons and highlights. But with a content-intensive site it may be too much of a good thing and tiring to the visitor. I’d also change the blue font to black for the same reason.

Also, NEVER use orange as your main text font, especially during the “dangerous” shopping cart process when shoppers abandon carts for all sorts of reasons. Don’t let a hard-to-read font cost you sales.

#5 – Don’t ask for information that isn’t relevant to the purchase or your ability to fulfill an order.

I was a little unnerved being asked the age/sex of the recipient of the lunch box during checkout. I’m not a parent who pays much attention to overwrought privacy concerns (Heck, I’m in marketing!), but this request for info didn’t sit well with me because I didn’t understand it.

By all means, suggest colors, styles, sizes, etc. on the product page. But once you’re in the order process, don’t ask for ANY information that doesn’t apply DIRECTLY to the order or your processing of it.

#6 – Don’t make the product seem hard to use.

You have several videos/slide shows/images showing how to perform various tasks with Lunchsense. I’d definitely use them but I might do so sparingly.

Why?

Because we’re talking about a lunch box which, at least for most of us, should be a fairly easy product to master. To underscore the ease, I might show children doing the tasks.

#7 – Promote your value over price.

$39 for a lunch box sounds like a lot of money, especially if you’re buying for a child or children. I mean, $39 is the cost of an average elementary school child’s backpack! So it’s up to you to showcase value everywhere you can.

Use a chart to compare $39 to the average cost of a ‘regular’ lunch bag and the thousands of sandwich baggies used (per month, per year) . . . the spoiled food because your child won’t eat something that looks yucky when opened . . . the rancid, sticky mess of a lunch bag you can’t clean properly and wind up tossing at the end of the school year (like me.)

For adults, I’d talk in terms of lunches and lattes. What does the average adult spend on a workday lunch and morning coffee? Why not put that money back in your pocket and bring lunch from home, conveniently and even elegantly?

Watching your weight? Lunchsense helps you control your portions. Other ideas you might highlight would include less waste, less of a carbon footprint, quality materials, etc.

I’d also promote the idea of a lunch box kit or system and compare it to a sad, crumpled and soggy brown bag lunch. Ask the question: Do you REALLY want to eat food that’s been packed in THAT?

#8 – Test offers – free shipping, discounting, bundling.

It wasn’t obvious but you do have an offer on your homepage. But for the great majority of your customers (I’m guessing), it doesn’t apply.

You want to test offers that do apply to most of your target markets at relevant times.

• Back-to-School Discount
• Buy any Lunchsense, Get the small bag for 50% off
• Free shipping when your order totals $50 or more
• A large Lunchsense makes a great, reusable gift basket for baby showers, teacher gifts, etc.

Have one logical highlight box on your homepage where you can easily swap in/swap out copy and images for various offers.

FOR BUILDING TRAFFIC ORGANICALLY

#9 – Speak your customer’s language in your content.

Want your prospective customers to find you? Your content must be rich in the phrases and terms your customers actually use to find lunch box products.

You want to build a core customer glossary. There are lots of ways to do that, but one of the fastest is to use Google’s own tools. Many are used to help folks choose words for PPC campaigns, but they’re also useful as site glossary builders.

I like the Google Search-based Keyword Tool in particular, because it’s based on actual Google searches.

Pop your competition in there and see what terms they use. Also review your own site search logs and see what terms folks are using to find you. Those are the terms worth building on.

#10 – Strengthen your title/description (required).

Want to make really sure your customers (and Google) find you? Beef up your title/description tag info with customer vocabulary here, too.

Here are your current listings:

<title>Lunch Boxes, Lunch Box and Lunch Containers – Lunchsense for Children and Adults </title>

<meta name=”description” content=”Packing lunches for your child or yourself just got easier with Lunchsense lunch boxes, the machine washable, BPA/lead/PVC free lunchbox!”>

Your title is telling, but it’s too broad. It’s not selling your value proposition. Consider changing it to:

<title>Lead-Free, BPA-Free, PVC Vinyl-Free Lunch Boxes for Green Kids and Grown-ups :: Lunchsense Lunchbox Kits</title>

You’ll want to review your titles from time to time, tweaking and revising. If Vinyl-Free isn’t a strong issue, think about Eco-Friendly or other ‘green’ references. Or focus on the cleaner, greener alternative to yucky lunch boxes and bags. You’ll also want to lead with “lunch boxes” but use “lunchboxes” frequently since they are used interchangeably by your visitors.

Google frowns on being too salesy in your descriptions, so consider this suggested change:

<meta name=”description” content=”Lead-free, BPA-free, and PVC vinyl-free, Lunchsense lunch boxes make packing lunches cleaner, easier and greener and are a smart alternative to traditional lunchboxes and lunch bags.”>

Want to make Google even happier? Make sure you give each page its own unique title and description.

My thanks to Nancy Owen Myers for her supreme patience and support of Heifer International. Look for my next makeover in approximately four weeks.

Here’s your chance to be the Copywriting Maven’s next landing page makeover!

Got a landing page that’s more poop than pop? Willing to share with Copyblogger readers? Prepared to put a little of your own “skin in the game” for a Maven Makeover? Then click on Maven’s Landing Page Makeover page for all the details.

I’m booked for gratis “Heifer” critiques until 10/30/09. If you’re interested in a private critique/makeover or other services, please email me directly.

About the Author: Roberta Rosenberg is The Copywriting Maven at MGP Direct, Inc. Find her @CopywriterMaven on Twitter.

If you’re like most bloggers, you’re making two huge mistakes with your content. You’re suffering from both qualification and respect when you write.

You’ll need to leave both of those behind if you want to be a successful writer with high conversion rates. The only way to write powerfully is to be bold, and to write boldly you must stop qualifying yourself and being overly respectful.

Don’t believe me? Here’s what you’d be reading right now if I had written the opening of this post in a qualified and respectful manner instead of boldly.

Writers often struggle to make their points effectively. It can be difficult to be precise and respectful while still being bold enough to persuade. Being precise and respectful has the advantage of not lowering any of your readers’ opinions of you. Being bold has the advantage of persuading more people and increasing your conversion rate. Either choice is valid; it’s up to you which one you choose.

Which opening is more likely to engage you and persuade you?

Don’t qualify. Be bold.

Here are some concrete examples of rephrasing things from qualification (”There are several things”) to bold (”There is only one thing and this is it”).

Example 1

Qualified version

I’m going to talk about two very important words and explain why those words are so crucial. I hope that this will help you be a more effective blogger.

Bold version

By the end of this post, you will be a more effective blogger, all because you learned two very important words, and the specific reasons why those words are so crucial.

“Can I really know that the reader will be a more effective blogger? Maybe they won’t put it into practice. I’d better qualify that statement, because it’s not 100% true when I think about it.”

No, you can’t know for certain. But if you strive for 100% qualified accuracy, your writing will end up reading like a dry academic paper or a technical instruction manual. Few will read it and zero will be moved by it.

Example 2

Qualified version

There are many factors that can affect buying decisions. But in my experience, I’ve found that prospect fear is the most important factor that can cause potential customers to choose not to buy.

Bold version

There’s a hideous troll hiding under the bridge. Every time you get close to making a sale, the troll springs out and scares your prospect away. Get rid of the troll and your copy will start converting better than it ever has before.

The ugly, smelly, dirty, bad-mannered troll is prospect fear. And it’s sitting there right now, stinking up your landing page and scaring good customers away.

This example uses both imagery and boldness, but again sacrifices academic precision. Which opening makes you want to read more?

Don’t be respectful. Be bold.

It’s difficult enough to stop qualifying everything we say, now we’re about to make an even dearer sacrifice: respect.

Example 3

Respectful version

Five Grammatical Errors that May Detract From Your Credibility

Bold version

Five Grammatical Errors that Make You Look Dumb

Will they really make you look dumb to everyone? No. But if you add a “may”, a “sometimes”, or a “to some people” every time you want to avoid offending someone, you’ll end up with a very respectful wet dishrag that is so wishy-washy it will flop to the floor the instant you wave it in anyone’s direction.

Wet dishrag version

Five Grammatical Errors that May Sometimes Make You Look Dumb to Some People

Example 4

Respectful version

There are lots of ways to make money, and many of them might work for you. One way that I’m going to talk about today is solving real problems.

Bold version

If you want to make money in the real world, solve real problems.

In these examples, the author risks pissing off the readers.

“I make those errors. Are you saying I’m dumb?”

“I want to make money from advertising instead of solving real problems, are you saying I’m wrong? Are you disrespecting my choice?”

Write for the fence-sitters.

When writing to persuade or advise, there will always be three groups of people:

• those who agree with you
• those who disagree with you
• those on the fence

Write for those on the fence. Ignore the other two groups.

If your goal is to get people to stop making grammatical errors, the people who already agree will say “Yup, good post,” and move on. The radical descriptivists who call you a fascist for attempting to dictate how others use language are going to disagree with you no matter how well-written your copy is.

But those on the fence can be convinced. Those on the fence can be sold. (And as a bonus, you’ll automatically appeal to those who agree with you.)

Study these examples. Practice rephrasing things boldly. Find or write an example of something wishy-washy and rewrite it boldly. Find an example of something bold and rewrite it wishy-washily more precisely or more respectfully. Let’s practice together — you can improve your writing skills right now in the comments section.

Be bold. It’s the only way to make a difference.

About the Author: Pace Smith, generally a qualified and respectful person, is the co-author of The Usual Error, a book about communication and relationships, and the co-leader of the Freak Revolution, where she and her wife Kyeli are boldly changing the world.

This week on my free Live Webinar we discussed how to write a blog post, and specifically the 7 elements it takes to make a really great post that brings in readers and results in a nice conversion rate.

I have a bit of a system for kicking out blog posts, and I’ll share that with you here in detail. Once you know the elements that should be included, you can simply use that as an outline every time you want to create a really great blog post.

I’ll start by giving you the brief version. Each blog post should have a keyword phrase, good title, image, good content, call-to-action, signature and a PS. Keep reading for the details on each – and a little bonus: the 8th element.

7 Elements of a Great Blog Post

When I sit down to blog I start with an outline, which includes all 7 of these elements. I may not know the content of each element upfront, but I like to put a frame around my work and then basically fill in the blanks.

We’ll walk through these elements in order, but first I’ll show you an example of what that looks like on my screen:

Obviously this is just a basic outline. A placeholder for each of the elements. I find this to be a great starting point as it gives me a structure to work with. And besides, a blank screen can be daunting when you’re under pressure to write! From here, I simply flesh out each of those elements as I go.

1. Keyword Phrase

The biggest part of learning how to write a blog, is learning to write exactly what your readers want. You find that out through keyword research, and you deliver it through keyword optimization.

So choose a topic and then pick a keyword phrase that best suits your topic. Or choose a keyword phrase, and create content around it.

You won’t always find a great keyword phrase to match the topic you want to blog about. That’s okay. Your readers will appreciate a few off-the-wall posts that are written more for “visitor optimization” than search engine optimization.

I chose a longtail keyword phrase for this blog post: “how to write a blog”

2. Title

The title of your blog post is incredibly important. Arguably one of the most important elements of the entire post. The post title also becomes the page title (meaning it is used in the Title Tag and shows up in the Title Bar of the browser window). It also becomes the Anchor Text for the hyperlink in the search results – meaning this is what people will see and read when they are deciding which result to click on. And whammy #3 – your post title becomes the Anchor Text for all of the inbound links pointing to this post that are created automatically through your blog.

Your title needs to be interesting and engaging. It has a big job – it compels people to click through and start reading. Two things go into a really great title: a keyword phrase, and a little copywriting skill.

If you happen to create a really long title for your blog post, consider editing the permalink. You might use a shorter version of the title, that still includes your keyword phrase. Here is an example from the blog post you are reading now:

Permalink: http://www.clicknewz.com/1993/how-to-write-a-blog-post/

Speaking of permalinks, if you want your post links to look as nice as mine see: Smart Permalink Structure. And here’s a bonus tip for you – that permalink structure allows me to use shortened versions of the URL on sites like Twitter.

You may have seen me tweet a link to this post as:
http://www.clicknewz.com/1993/ Try it – it works! Cool, right?

3. Image

Images engage your reader, break up long boring text, illustrate points – and they can also be used to draw the eye in specific directions.

Since my topic is “how to write a blog post” I simply used screenshots, which can be very effective. Other options for images within your posts include:

• Your own images/photos
• Flickr
• Inexpensive stock photos

4. Content

I actually write the content last, after I have outlined the other 6 elements, and simply type in a placeholder to start. But once I have my blog post outlined I sit down to flesh out the content. I often do this in outline format as well, and then go back to flesh out each point into a paragraph or so.

5. Call-to-Action

This element ranks right up there with the Post Title as one of the most important things you can include in your blog post. The call-to-action lets your reader know exactly what they should do next, and why.

Ask yourself: why am I writing this post? Why are they reading this post? What ONE action do I most want them to take after they read my post? (Never assume it’s obvious.)

Don’t leave your reader hanging. You owe it to them to lead them to the next best click. See: Using a Call To Action

6. Signature

A signature serves two purposes. First, it tells your readers who you are and that you care enough to identify yourself and sign off appropriately.

You can do this via plain text, or you can create a signature image like the one that I use. There are free signature makers around the web, or you can sign a piece of paper and scan it into your computer.

Oh, and the second purpose – it is a nice thing to have above a P.S.

See: Dear Mystery Blogger (It might be YOU!)

7. PS

You see it at the end of long sales letters. You see it in email marketing. Start using it in your blog posts, too! This is one last chance to make an important point, or share an important link. It is best used for supporting your call-to-action.

Readers who scan your blog posts will catch the title, the images, the sub-headlines, the bullet points and the PS. Use it wisely!

Bonus: The 8th Element

Once I have my blog post written, but before I publish it, there’s one more thing that I add to top it off.

Links.

I like to link back to posts in my archive wherever relevant, both for internal links (SEO) and for the readers reference. This helps to keep your archived blog posts fresh, and connects similar discussions.

I also link out to other blog posts on the same topic, written by other bloggers. This creates a pingback or a trackback on their blog, usually in the comments area of the post I link to, and is also good for both of the same reasons.

For the best results, link to blog posts that rank well for your keyword phrase – or better yet, a similar more competitive keyword phrase. That way you can benefit from having a link on this high-traffic blog post that is related to the topic of your own blog post.

You can check that post to see if other trackbacks appear before you decide to link to it. Some bloggers don’t allow them, or don’t have a theme that shows them.

Of course, is the blog post is really great – you might want to share it with your readers anyway…

A Quick Recap:

• Do your research, and choose a keyword phrase
• Craft a great title that includes your keyword phrase
• Choose or create images to compliment your topic
• Flesh out your content with an intro, a main point, and conclusion
• Include a strong call-to-action
• Add your signature
• Wrap it up with a well-written P.S.
• Link to related posts, on your blog and others

I hope this has helped clarify some of the points I made on my webinar, and on twitter, about how to write a blog post. As usual, I took this opportunity to create an example of each point in this very post. Scan back over it and you should be able to easily point out each of the elements!

Best,

p.s. While you are reading this PS, I am reading 31 Days to Build a Better Blog by Darren Rowse (aka @Problogger). I’ll post a full review in my next post. Be sure to subscribe in the blue box at the top right so you don’t miss it!

This is another addition to our ongoing series of tutorials and case studies on landing pages that work.

Martin Schloss and Cars Helping America wants to see a lot more folks donating cars to charities. In a recession, though, people are hanging on to their aging cars longer. The good news is that 1/2 the folks who call the toll-free number are ready to donate that day. Of the total donor base, more than 1/2 are first-time donors.

The pluses for CHA? : 1. they take junkers with free towing; 2. because of CHA’s many connections, they can get donors top dollar; and 3. they can act fast. They also belong to the BBB, a strong mark of consumer credibility.

The negative? Many other services offer, or at least say they offer, much for the same. Further, the current site needs a huge design and content overhaul. This makeover is for the site homepage, not a separate landing page, so some of my usual advice (like strip away navigation) won’t be mentioned here. However, many of the usual landing page improvements will work and are noted.

So let’s review and see what we can do to haul up a better conversion rate for Cars Helping America.

• The Goal:
  Current conversion is 1-2%. Looking to double conversions in 6 months – getting more people to donate their cars for charity.
• The Problem:
  Traffic is improving to site, but conversions are still lagging. Site, however, hasn’t been updated in years.
• The Current Landing Page:
  http://www.carshelpingamerica.org
• Value:
  $25.00 per car donation

The Maven’s 10-Point Critique

Click image for larger view

#1 – First and foremost, make your primary message relevant to the prospective donor’s self interest.

People are always happy to lend a hand or make a contribution, but when it can be matched to self-interest, you’ve got a winner.

Having donated my own beloved 17-year old junker to a local charity, I had an idea of what I wanted and what I wanted to get from it: 1/highest fair market value for my contribution; 2/that my non-working vehicle will be accepted and towed away without cost to me; 3/ease and speed – make it easy for me to donate and come get the car fast; and 4/the good feeling that I’m helping a local charity, one in my own neighborhood.

Your current headline – Car Donations – isn’t even really a headline. It’s a statement of fact. Let’s power-up this headline with something like:

Donate Your Car and Lend A Hand to Folks in Need, Maybe Right in Your Own Neighborhood
Top Market Value – Fast, No Hassle Service – Free Towing

Perhaps we could add a “Yes, we take junkers!” graphic adjacent to the headline.

#2 – Build credibility by answering the question, “Why CHA and not some other service?”

I’m talking about your value proposition here — what CHA does better than any other car donation service. This isn’t about knocking the competition. It’s about recognizing your prospective donors have choices and pushing your specific strengths forward for their consideration. How long has CHA been around? What special skills/expertise does your service have that others don’t?, etc.

What can you say about CHA that no other service can say that appeals to the self-interest of your donor? That’s your primary message.

#3 – Build even more layers of credibility.

I did a little research and many car donation sites tout themselves as #1. You do, as well. But can you prove it? By whose measure are you the nation’s #1 car donation service?. Don’t say what you can’t prove. But if you can prove it, put your proof upfront.

“We consistently get 10-15% higher value ratings than other services.” “We handle XXX donations per year, more than XX over others.” You get the idea. Perhaps you’re #1 in one aspect of the service, promote that instead.

Other credibility boosters – show the logos of the most recognized charities you work with. Show testimonials from charities AND donors attesting to your great service and how they’ve benefited from the donation, and so forth.

#4 – Lay out the car donation process, steps 1-2-3. Then edit, edit, edit.

Don’t make prospective donors hunt for this basic information. Put it right there in front of them on the homepage: “Here’s how easy it is to donate your car with CHA”, and list the key steps in the process. You can link these steps to interior pages for further description, if you like, but give visitors the quick “at a glance” rundown at first view. Eliminate all the redundant information you have now. Get your entire homepage content into the first screen. Add a closing big, bold [DONATE NOW!] button.

#5 – Use one strong visual to represent the good that the donor’s car will make in people’s lives.

Lots of little images distract from rather than enhance your message. Choose one strong positive image – children, a family, an elderly couple – to show the good that comes from a donation. (Also, I can’t imagine folks donating mint condition antique cars, no matter how good the cause, unless they’re Jay Leno.)

#6 – Keep the 2-column format, but flip the orientation, to be better seen and acted upon.

Eliminate the narrow left hand column, shift main content left, and add narrow right hand column so that whatever links, graphics you use are more likely to be read and clicked. I’d also eliminate all of the existing buttons as they don’t really add anything to you message. Keep the BBB badge.

#7 – Rework your current navigation. Give your 800# prominence in above the navigation bar.

When more than 1/2 your visitors choose to call you wanting to donate that day, then you need to make sure your toll-free number is big, bold and prominent. Upper right, above the navigation is where you want to be.

I’d split your navigation into 2 parts – primary and secondary. Primary navigation represents the focus of your viewer’s visit – it’s the reason they came in the first place. Secondary navigation shows the sweeteners or helpers to your visitor’s decision to act. You can do this with 2 horizontal bars:

PRIMARY: HOME – Why Donate? – How it Works – Supported Charities – FAQs – Donate Now!
SECONDARY: About CHA – Resources – IRS Tax Laws – Contact us

Make the Donate Now! orange or another bright color so it stands out from the rest of the nav links. You’ll also want to add a homepage link to your logo graphic since many folks expect it to be a quick click back to the homepage. Your footer navigation can repeat both nav links. I’d do so in two lines and add a third so you can add Privacy Policy – Sitemap. (No need to waste homepage real estate on Privacy when a simple link will do.)

Click image for larger view

#8 – Change the font and link colors.

The font choice is very hard to read in small point size. Change to Verdana or Georgia – both fonts were developed strictly for web use. Also, don’t use red for your links. Red is a wonderful accent color, but is very hard to read as text.

#9 – Organize the charities by state or region and type.

Make it easy for donors to see what charities are working in their own area or by their particular interest. Add an email link for folks who want to donate toward a charity not listed. Tell folks what the process is. If short, you can do this with a pop-up box. If long, direct them to a fuller info page.

#10 – More credibility boosters – add full contact info.

Donors today are more careful, mistrustful and skeptical than ever and won’t do business with a company that doesn’t list a phone number and a physical or postal address. I know I won’t. Get a PO box if you need to but let your customers know where you are. I’d also update your copyright line to 2009. Any out-of-date information on your site undercuts your authority and credibility.

BONUS – Use a secure page (https) to protect your donor’s data.

You actually imply this with the GoDaddy SSL badge, but don’t seem to use it. Use it. Your donors will feel better for it.

My thanks to to Martin Schloss for his patience and support of Heifer International. Look for my next makeover in approximately 4 weeks.

Here’s your chance to be the Copywriting Maven’s next landing page makeover!

Got a landing page that’s more poop than pop? Willing to share with Copyblogger readers? Prepared to put a little of your own “skin in the game” for a Maven Makeover? Then follow your click to Maven’s Landing Page Makeover page for all the details.

(The response to the return of the Copywriting Maven Makeovers has been tremendous – thank you! The downside is I’m booked for new gratis critiques until 6/1/09. If you’re interested in a private critique/makeover or other services, please email me directly.)

About the Author: Roberta Rosenberg is The Copywriting Maven at MGP Direct, Inc.