Brochure sites are not the only ones that need great content – an e-commerce site that offers just the bare minimum of product information and little else is unlikely to be as successful as one that combines online retail with fantastic content that draws customers to the site and then entices them to buy.
If you have a site that’s barren of content it can be a little daunting trying to figure out where to begin. To make it simple, we’ve put together a list of the top 4 tips to help you start your journey towards a great, content-rich e-commerce site…
1. Think About Timing
First and foremost, consider how often you need fresh content. If you’re adding new products on a daily basis then, assuming they come with great descriptions, you already have some new content going up regularly. On the other hand, if your product range is pretty fixed then your site is at risk of stagnating quickly.
Once you’ve worked out how often you’ll be adding content, whether it’s once a week or once a day, it might be good to plan out a schedule to ensure that you keep it up long term.
2. Give Visitors What They Want
However, don’t be fooled into thinking that just because you add new products regularly you don’t need any other form of content. If you want to convert that virtual footfall into sales, you need to make sure you’re providing customers will all the information they need to make an informed decision.
Use analytical software, user testing or customer surveys to find out what questions customers are searching for, and then answer them! This could be in the form of an FAQ page (and remember to update it as and when needed!) or even just in more detailed product descriptions.
3. Get Blogging
These days, everyone who’s anyone has a blog, and companies are no exception! You’ll be hard pressed to find a good e-commerce site that doesn’t have a regularly updated blog – it’s an easy way to get fresh content onto the site, which the search engines love, as well as giving you a chance to interact with your target customer base on a much more personal level.
Your blog can be highly professional, or just a bit of fun, but remember that deep down it needs to be informative. Avoid anything that sounds like a direct sales pitch, but don’t forget that the blog is there to somehow help to sell your products, even if it’s just by creating a ‘personality’ for your company that people can relate to.
4. Crowd Source
Adding regular, fresh content to your website can be difficult to maintain, especially when you have so many other things to do such as adding products and processing orders!
If you find you’re struggling, why not harness all that knowledge the general public has and let them add the content to your site for you? You could invite people knowledgeable about your industry to guest blog for you, or add a forum or product reviews function to the site to encourage interaction.
Keeping content fresh can be a chore, but it’s well worth the effort – do it well and you’ll attract more visitors to the site, keep them there for longer and increase your conversion rate, all in one go!