Are You Tired of Tire Kickers?
Let’s face it, there is one of four things you want a person to do when they come to your website.
- 1. Pick Up the Phone
- 2. Fill Out a Form
- 3. Send an Email
- 4. Tell a Friend
If they do not engage a call to action (CTA) on your site and simply just leave, then they are just bandwidth sucking, tire kickers. How do you stop this kind of dismissal and get a better type of conversion? It is simple; you have to write for two audiences. Humans and Search Engines. What? Write for a search engine? What does that mean? Writing for a Human? Well Duh!
You would be surprised at just how very different these two types of writing styles can be and how obviously they are not used when creating website content copy. So let me explain. As Bernie often says to me in his best Ricky Ricardo voice.…. “Dianna, You’ve got Some Splaining to Do!”
Writing For Humans
When a company sets out to write website content about themselves, more times than not, industry terminology is used and the page content is centered around product names and services that the company has created. Users do not know these words exist in order to search for them… yet.
When a user begins a research project, and yes we all are web researchers as Bernie pointed out to us in his “As I See It: Are Your Buyers the Same They Were One Year Ago?” We all are researchers of the web. Whether you are qualifying a home loan mortgage, or looking for car insurance quotes, you are most likely going to hunt it down on the web before you ever pick up a phone, fill out a form, or send someone an email. We are not the same buyers we were a year ago.
The user will search for generic words that they are familiar with, not your industry terminology that you have written your content about. The user will not immediately know that they need your goods or services and definitely will not know to type in the words Digital Single Lens Reflect in the search bar, when in all actuality, they are trying to find a digital camera. See the difference? Both DSLR and digital camera are the same thing, but one is industry use terminology and the other is more for a human audience.
Writing For Search Engines
The second style of writing deals directly with human behavior and has to be reflected in the search engines. Websites that are created in search engine friendly architecture know how to utilize search engine optimized (SEO) content copy writing from the keywords in the meta data to create long tail, niched, focused, relevant content to match a user’s search query. When content is constructed in an optimized page, the search engines can easily index and recall relevant pages that match a user’s query.
This is where we get rid of the tire kickers and find the converters
Let me give you a scenario that I share with clients all the time.
Most likely you are of the baby boomer generation that has older parents to care for and children. You work a full time job; haul kids around to soccer, ballet, etc. Bottom line… you are busy and time is a precious commodity. You want to provide the best quality of life for yourself and family and that includes the Pink Hannah Montana Tennis Shoes your 13-year-old daughter has been begging for over a month.
Thus, you begin your web researching. Being the better educated, modified buyers that you are now, you begin our hunt on the Internet. First out of the gate you type in “Tennis Shoes” in the search bar and the results yield you everything from the game of tennis to shoe manufacturers in Korea. So what do you do? You modify your search query. You change up your words in the search bar and type in “Hannah Montana Tennis Shoes”. This search result gets you much closer to what your ultimate goal is, but your daughter insists on the color pink and you cannot find any companies that are offering this style.
By this time, you need to pick up dinner, your son from karate and get home so you modify your search query one last time to “Pink Hannah Montana Tennis Shoes”. Low and Behold your query yields several websites containing this exact long tail, niche, keyword phrase and you find the shoes. The shoes are reasonably priced and they match the description of what you typed in the search bar and you make a purchase. Guess what? You just became a conversion!
The reason why this website won your money is because they took the time to optimize their website page in search engine friendly (SEF) best practice guidelines AND they wrote their SEO webpage content in long tail, exacting keyword phrase terminology.
What Makes the Difference?
When a company takes the time to truly understand the product or service they want to represent, they need to look at how a user would sit in front of a computer and search for it. Companies need to forget their industry jargon and find the words that will help a user arrive at your site. Once they are there, other pages in your website will help educate them on the terminology of your industry, but you need to write the landing content centered on words that will help them find you in the first place.
Often time a company will get hung up on only using words that are high in search volume, but what they are failing to understand is that they are inviting the tire kickers by doing this. It makes no return on your website ROI if no one converts from your site whether you have one visitor or a million. By investing in the time to write keyword rich, long tail phrased content, the visitors will be more qualified and ready to take action. Thus, stronger website convertors and a return on your website investment.
Remember when our baby boomer sat down to find shoes? The keyword phrase “Tennis Shoes” had a very strong search volume, was a very competitive keyword, but it was not the conversion keyword phrase that was needed to make the sale. The search query for “Pink Hannah Montana Tennis Shoes” was a lower volume searched word, but because it was a specific, long tail niche word, it converted more site visitors.
Why Did This Content Convert?
As we do more and more pre-qualifying research on the web before we make any purchasing decisions, this user for the tennis shoes was no longer a tire kicker; they had already done their research. They knew exactly what they wanted and that is what they needed to find. They were ready to purchase, and they were out of time.
By utilizing stronger converting keyword phrases in your SEO copy content, your site will yield higher in the organic listings of the SERPs (Search Engine Result Pages) to support your pages over and above the competition who are writing for more generic terms.
Even from a year ago, we all have modified our on-line searching skills. We know what we want to look for before we ever sit down to type. We are conditioned to how search engines work. We are already thinking of what words to put into the search bar to find EXACTLY what we want. If we don’t find what we are looking for, we modify the words to hone in and focus more specific until we get the desired results. This is WHY we have to write to support both humans and search engines when we write page content for our websites.
When you are tired of having a ton of traffic come to your site and no one contacts you, try optimizing your content for both humans and search engines and you will most likely see more qualified traffic that converts stronger and you will get rid of the tire kickers 😉