Content is still king. When you read up on SEO and social media marketing the focus tends to be on algorithms and how to build backlinks. Though these things are very important, there tends to be not enough of an effort put into content.
If you are doing everything else right, but don’t have the right type or it isn’t good enough quality then your site is not going to sell enough products. And since you aren’t relying on ads then the traffic has to convert. And that is all about the content.
In this article, I will be going over how you need to work your content specifically for an ecommerce site.
Product description on point
It doesn’t matter what your product is. It can be the best thing since the Swiss Army knife. If your product description is weak, it is not going to sell as it should. People need to know how the product is going to solve their problem.
So, listing the specs won’t do much. Bullet points need to describe why the product is useful and what it will do for the reader. The eCommerce product description guide here lays out in detail how you have to understand your audience. In other words, you must know what it is they are looking for so you can make content that shows them what they need to know.
If you have an avatar of the person most likely to buy your product then you can write your description for that person. I don’t mean just the demographic. I mean condense that demographic that buys your product down into a single person and give the person a name.
If your avatar is a woman in her mid thirties with two children, living in the suburbs of a large Eastern Seaboard city, you’ll need to use the language that works for her.
Have a blog
A blog is hugely important for any website and is often overlooked for ecommerce sites. Not only does a blog help with your SEO efforts by bringing in organic traffic, but it also adds value.
You can give tips on using your product, for example, that will answer loads of questions that a potential customer would have which helps them make a decision to purchase.
Call to action
All of your content should lead to the same destination and that is what you want the reader to do next. In other words, you need a solid call to action.
In some cases, you will want to ask them to make their purchase and give them a reason to do it now. An instance where that would work best is if there is a sale with a limited time offer that they won’t want to miss.
Usually, however, you’ll want to get them to give you their email and get placed into the sales funnel so you can continue to market to them and then they should purchase multiple times.