The ingredients you need for an impressive content strategy
Imagery, design and functionality are a given when it comes to an impressive ecommerce website. In other words, a website that looks good, is easy to use and makes people want to buy your stuff.
But in this day and age, with millions of online stores - and growing - if your site doesn’t differ from others, or you aren’t really “selling” your product or service, do you think people are going to want to buy your stuff? Short answer, no.
Think of an ecommerce website as a cake; you are going to need all of the ingredients to get the end result you want; a delicious, perfectly-baked cake (or in this case, sales conversion).
So what is going to sell your stuff? Well for one thing, words. You are going to need a harmony of both design and words.
And we’ll show you how. We have put together 6 strategies to help you improve your ecommerce content and use words to sell your stuff.
Words: a strategy for powerful content
So where do the words come in?
1. Product descriptions
When it comes to selling products, most consumers these days are going to want to know more about a product than just what they see on an image.
For example, many consumers are eco and ethical conscious these days; if your product reflects this, make sure you use the words to promote it!
Another point to consider with product description writing, is that words are powerful. If used the right way, they can tap into people's emotions.
Ever heard of the term FOMO? Have you found yourself reading about the latest iPhone and wanting to buy it because you feared missing out? This is what you call good product description writing.
2. Frequently asked questions
This is an easy one. Having relevant info about your product at the tip of a customer’s fingers will ease their experience in completing a purchase.
This could be the difference between a “window” shopper who fills their cart and then leaves the site (admit it, we’ve all done it), or the one who actually buys your stuff!
3. Blog posts
Keep these regular and relevant. But more importantly, intriguing! Blog posts are a valuable ecommerce content tool for connecting with your customer.
You want your website to express passion for your products and industry!
For example, if you sell outdoor hiking equipment, post blogs about doing this activity while using your products. You could talk about gear checklists and tips, customer experiences in the outdoors, or your favourite hiking tracks.
4. User-generated content
It’s all about trust and loyalty. Adding elements of social “proof” can help install trust in your potential customers. As after all, who’s going to buy something off a website that doesn’t look trustworthy?
User-generated content includes things like; customer reviews and testimonials, customer tips and stories, and images or videos of customers using your products on social media.
If you’re in the ecommerce industry and you don’t know what this is, you might be in a bit of trouble.
SEO (Search Engine Optimisation) relates to search traffic and your website’s ranking on Google and other search engines. It is how your potential customers find you online.
How do you improve your SEO? There are many elements, but keywords are a must. Once again, words are to the rescue!
To help your ecommerce store pop up on Google, you’re going to need to do your research. There are a variety of ecommerce SEO services and keyword sites to help you find the right words to guide web traffic to your site.
Once you’ve found your keywords, incorporate them throughout blog posts and other content across your website. But remember, Google is pretty clever, so you’ve got to make your words user-friendly while avoiding the dreaded “keyword-stuffing”.
6. Call to actions
These are the “buttons” we click on websites that say things like “buy now” or “learn more”. You mightn’t have given it much thought before, but there’s a lot of thought that goes into these little words and they’re a major player when it comes to speeding up the purchasing process.
Have you ever noticed when you put something in your shopping cart on an online store, and a “keep shopping” button pops up? Come on, we’ve all clicked it.
Don’t underestimate CTA’s as a form of ecommerce content marketing! These are the words that stand out to your web traffic, and encourage sales conversion.
Content equals conversion
Ultimately, the goal of ecommerce is sales conversion. And as we have pointed out, this desired result will only occur when you strategies your ecommerce content. By incorporating quality content with your design, you will “bake” your desired “cake”, boost sales, and stand out from competitors.
And hey, by reading this blog you’re already one step closer! By explaining how content works for ecommerce, we have essentially provided you with a simplified content strategy for how to convert words into sales.
- Ecommerce content marketing is essentially a step by step process that leads to the desired results.
- Keywords & SEO: Directs web traffic (potential customers) to your website
- Quality Content: Answer questions, provides info and installs trust in potential customers
- Effective CTA’s: Leads customers down the right path to buy your stuff
- Conversion: Content marketing boosts conversions and increases sales
Ecommerce design and content work hand in hand
While imagery, design and functionality present your web traffic with the “wow factor” that makes them stay on your site, the content is just as important. The reason for this is because the content is what is going to encourage the user to not only look at, but actually buy your stuff!
It is the perfect mixture of design and content that creates an impressive ecommerce website!