Web Copywriting Case Studies
Here are some case studies from some of our Web copywriting clients. All client projects are held in strict confidentiality, so the names have been changed, and no URLs are provided.
Web copywriting for organic traffic cuts down on ad spend
Jerry W. sells an ebook online. It's a great ebook, and is selling well. However, Jerry's spending almost 70 per cent of the income from his ebook on Pay Per Click (PPC) advertising.
He's not grumbling: the ebook's a treasure. He gets sales every day, but his high costs bother him. Yes, he's tried getting the ebook to stand on its own feet by cutting down on his PPC ad spend, but then sales slump. So Jerry keeps pumping cash into PPC.
He asked me to take a look at his landing page and PPC ads and revamp them.
I read the sales page copy, which was basically fine. However, when I looked at the source code of Jerry's sales page and his site statistics, I saw that Jerry was missing out on lots of free traffic.
After doing a little research, I wrote Jerry a report, showing him that he could easily increase his site's organic (free) traffic by at least 1000 per cent. Some of this free traffic would convert into sales. Over time, as the search engines indexed his new Web sales page, he would be able to cut down on his PPC ad spend.
He's not grumbling: the ebook's a treasure. He gets sales every day, but his high costs bother him. Yes, he's tried getting the ebook to stand on its own feet by cutting down on his PPC ad spend, but then sales slump. So Jerry keeps pumping cash into PPC.
He asked me to take a look at his landing page and PPC ads and revamp them.
I read the sales page copy, which was basically fine. However, when I looked at the source code of Jerry's sales page and his site statistics, I saw that Jerry was missing out on lots of free traffic.
After doing a little research, I wrote Jerry a report, showing him that he could easily increase his site's organic (free) traffic by at least 1000 per cent. Some of this free traffic would convert into sales. Over time, as the search engines indexed his new Web sales page, he would be able to cut down on his PPC ad spend.
Creating buzz and visibility - old content, big sales
Speaker and motivational guru Megan P. wanted to create buzz for a new membership offering she was about to launch.
Megan's site, online since 1998 and now in its second incarnation was great, with a mass of valuable content. However, users were confused. This was shown by the high bounce rate - site visitors were leaving, because they weren't finding what they wanted. Megan was investing heavily in PPC advertising to sell her ebooks and videos, but conversions were low.
The solution turned out to be simple.
In the report I wrote for Megan, I suggested that she develop a sub-domain for her membership site, and move some of the older content there. It would be solely for members. She also needed two landing pages - one for the main domain, and one for the sub-domain.
I wrote the two new landing pages, and revamped some of the older content's sales material.
Megan's thrilled with the results. She's getting signups to the membership site every day, and her older offerings are selling too, with her PPC campaigns converting at between 5 and 8 per cent.
Megan's site, online since 1998 and now in its second incarnation was great, with a mass of valuable content. However, users were confused. This was shown by the high bounce rate - site visitors were leaving, because they weren't finding what they wanted. Megan was investing heavily in PPC advertising to sell her ebooks and videos, but conversions were low.
The solution turned out to be simple.
In the report I wrote for Megan, I suggested that she develop a sub-domain for her membership site, and move some of the older content there. It would be solely for members. She also needed two landing pages - one for the main domain, and one for the sub-domain.
I wrote the two new landing pages, and revamped some of the older content's sales material.
Megan's thrilled with the results. She's getting signups to the membership site every day, and her older offerings are selling too, with her PPC campaigns converting at between 5 and 8 per cent.
