What you say on your Web site is critical in conveying a message to a potential customer or client. Writing pursasive text is as much an art as a science.
We do this. We do that. It is typical to write content in “we-we” talk. Web site owners focus on what “we do” instead of the benefits to the intended audience.
Take the we-we challege, made popular by the author of “It’s the Customer Stupid”, Bryan Eisenberg, and see if your Web site passes the test.
Converting users to customers is an entire practice worthy of exploring much further than this post. In order to write pursasive text that appeals to both users and search engines, you need to:
- Target your audience
- Perform thorough keyword research
- Write your message for your target audience using pursuasive text and include good keyword phrases
- Format and place keywords and keyword phrases in strategic places on your Web pages
- Determine your keyword density - the percentage of times a keyword and keyword phrase is used on a single Web page compared to the total number of words (exclusions exist)
- Measure and fine-tune
Piece of cake…
Tags: Convert Visitors, keyword research, return on investment, roi, seo, wordtracker
2 Responses to “Converting users to customers. Take the “we-we” challenge…”
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May 28th, 2008 at 1:02 pm
Hey!
If anyone was wondering, here’s how to calculate your Keyword Density:
Keyword Density is always expressed as a percentage of the total word content on a given web page. Lets say you have 100 words on your webpage (excluding HMTL code used for writing the web page), and you use a certain keyword five times in the content. The keyword density on that page is obtained by simply dividing the total number of keywords, by the total number of words that appear on your web page. So here it is 5 divided by 100 = .05. Because keyword density is a percentage of the total word count on the page, multiply the above by 100, that is 0.05 x 100 = 5%
A recommended keyword density should be between 4% and 8%, to get recognized by the search engines - try not to exceed this. Remember, this rule applies to every page on your site. It also applies to not just to one keyword but also a set of keywords that relates to a different product or service. For optimum results, the keyword density should always be between 4% and 8%.
June 2nd, 2008 at 6:02 am
Hi Caitlin,
Thanks for defining Keyword Density. It is amazing how often you will find a Web page that has low keyword phrase density for the phrases that should be optimized and the proper placement of those keyword phrases.
I use keyword density in my initial analysis to identify potential problems and to gauge progress as recommendations are implemented. I favor Ranks.NL - http://www.ranks.nl/tools/spider.html because the tool highlights specific places that keyword and keyword phrases are used throughout the Web page. Those include title, description, URL, link text, etc. I also like the report format. It is easy to read and share online.
Cheers!