I thought I would do something a little different for this post by showing you some copy I recently wrote and why it works. Let me first mention that it’s an interesting topic – Pork Rinds! MMMM… good eating! Okay, maybe not this guy, but I guess there are millions of people out there that like these things. It’s just a simple home page, but I think the copy can illustrate some of the key points that I always talk about whenever I’m preaching the tips and tricks of online content creation.
First, so you understand what we are dealing with here, the keyword phrase that they want to rank for, not surprisingly, is “pork rinds.” The site is focused toward their target consumer, a Southern and Mid-western, blue collar male in his 40’s-50’s. This is their first attempt at having a “real” website, despite being in business for over 50 years. Below is the copy I wrote, in italics. In red, you’ll see my comments about the previous section. Take a look and witness the methods to my copywriting madness!
Randolph Foods
The Most Popular Pork Rinds in America
Welcome to Randolph Foods, home of the nations most popular Pork Rinds. Crunchy, tangy, light and delicious, our Pork Rinds are a tasty treat, perfect for parties, get togethers or every day snacking. Available in regular, BBQ and Hot & Spicy flavors, our world famous pork rinds have been rated superior for overall flavor in blind taste tests.
With these first couple sentences, I wanted to introduce the company and explain why they were important in as few words as possible. Randolph Foods is important because they produce the most popular pork rinds in the industry. I then wanted to use some descriptive adjectives to explain why they are so popular…”crunchy, tangy, light and delicious”… also notice that each of these words are distinct enough to stand on their own. The element of contrast is important in copywriting… and writing in general.
High in protein and carb-free, with no artificial flavors or preservatives, you’ll love the true, smoked bacon flavor and crispy, crunchy taste. If you’re tired of boring chips, pretzels or crackers, it’s time to make the switch!
Here I discuss a feature that is tied to a strong benefit: losing weight. “carb-free” has become synonymous with the ability to lose weight… ever since Dr. Atkins revolutionized the movement. I also wanted to compare pork rinds to various competitors – chips, pretzels and crackers. All of these are boring compared to the exciting and different pork rinds alternative!
Rudolph Foods is also home to a number of other great brands including Southern Recipe, Engobi, Grandpa John’s, Pepe’s, Smithfield, Rudolph and Rudy’s. In addition to pork rinds, we make tenders, cracklins, cracklin strips, Cinnamon Churros, Onyums, and Washpots. We also produce pork rind pellets and seasonings for making or selling your own pork rinds.
This section brings it all home, letting visitors know what else Randolph Foods sells in hopes that the consumer may be willing to try some of their other products, especially since they already (hopefully) love their pork rinds. FYI… you can see we are using the keyword phrase “pork rinds” enough to optimize the page. The web designer will use the phrase in the meta tags as well.
When its time for a delicious snack, its time for Rudolph Pork Rinds! Try some today!
One final call to action sentence..short and sweet and easy to understand. A good way to wrap up any page.
