There are three types of pages on an Ecommerce website that you need to nail the content for.
Your homepage. This is your digital shop window. It should entice, engage, possibly educate your customers and make it almost impossible for them to click away and go to a competitor.
Your category pages. Your digital shelves where you entice your customers even more by putting your best products in the best light.
Your product pages. The final stage. You’ve got your customers this far. You don’t want to lose them now because you used an out of focus product picture or a description that left them confused about the thing you’re trying to sell.
These three pages are essential as the foundation of a solid Ecommerce website.
But, from a content perspective, relying solely on these three pages leaves you on the back front in terms of attracting an audience.
You need them to search for that specific category or product to ever find you.
Not to mention that a website of three pages and filled within nothing but products isn’t going to cut it.
As much as any other website, you need an SEO and content marketing plan to get the best results for your Ecommerce website.
But what kind of content should you create, not just on your key pages, but across your website to attract your customers and make sure they spend money with you, and not the competition?
Case studies and customer testimonials
Imagine this scenario.
You’ve researched a product for weeks. You know the ins and outs, you’ve read the details and you think you’ve decided which product is the best one.
Then someone you know says they’ve tried another product for the same job and it was great.
Which one do you go for?
As consumers, whether B2C or B2B, we all put a lot of weight behind recommendations or social proof.
Until we’ve bought something and used it, we can never be sure it’s going to do the job we want it to.
So having someone else tell us that they’ve used a product before and it worked is a big factor when we make a purchasing decision.
So make sure you put time into getting case studies or customer testimonials.
It’s not just proof that the product works, it’s a signal to your prospects that you as a business can provide the products or service in a reliable way as well.
When you’re close to making a buying decision, you pay more attention to the particular details of a product.
Whether it’s a size or scale guide, a technical specification or whatever it might be, in those final stages of a decision, having a detailed product guide can be the difference between a customer buying from you and not.
Your product guides should include those technical specs and sizes. It should also include examples of how and when your product can be used effectively.
From a consumer perspective, a size guide on a fashion website is essential for someone trying to make sure they understand what they’re buying will actually fit them.
Or that 74% have been convinced to download an app or piece of software off the back of a product video?
Videos are a great way of demonstrating how a product works, when the customer isn’t actually able to touch or use the product.
This makes it an ideal bit of content for an Ecommerce website, when your customer is trying to visualise how a product will look and work in real life.
Blogs are the original content marketing tool.
Back in the day, a blog was all you needed to get more web traffic and customers.
Today, it’s not that simple, but a blog remains a must have for any Ecommerce website looking to grow their customer base online.
And the reason is simple.
With a blog, you can target long tail keyword searches that you aren’t able to go after by relying just on a homepage, category page or product page.
These pages are too product specific.
But with a blog, you can go after customer searches around “best products” “top ways to do something” “how to get ROI out of” etc.
The reason you need to go after these long tail, less product focused keywords, is because these searches make up the majority of searches on the internet.
Think about it.
Even if you’re buying something as simple as a toaster.
You don’t go into Google and just type “toaster”.
Or, maybe you do, but in that case you’re in the minority.
You’re much more likely to search for “Best toasters for under £15” or something similar.
Obviously you can’t target that search on a product page.
But with a blog, you could write an article aimed at that exact search that a customer could use to find you.
Ask anyone on your sales team and I guarantee you that a lot of (if not the majority) of the questions they get asked by prospects or customers are the same question.
Maybe asked in slightly different ways, but still basically the same question.
And then they have to spend time giving the same answer.
That’s time they could be spending on other leads.
Imagine if you had a way of giving customers the information to these common questions, without them having to speak to someone.
That’s why a Frequently Asked Questions page can be so useful.
By putting all those FAQs as a single resource on your website, you can help customers educate themselves before getting in touch with you.
They also help to add some SEO value to your website.
How to guides
Of all the things and questions that get typed into Google today, one of the most common, if not the most common, starts with these words:
Whether it’s How to tie and tie, How to make tea, How to start a business.
Which, when you think about it, makes total sense.
We used to ask other people how to make something work.
But now we have a huge, free, resource at our fingertips where you can figure out how to make, do, see, fix etc, anything.
So you should definitely create some “How to” guides for your website.
No matter what product or service you sell, you’ll have customers and leads turning to Google trying to figure out how to use a product or how to solve a problem.
When they search for these answers, wouldn’t you want them to find you?
Let’s start off with one big thing to consider with images or any multimedia content you use on your Ecommerce website.
Make sure you compress file sizes before anything goes on your website.
If you don’t, you’ll slow your website down to the point that you destroy the user experience and you’ll get punished in Google search.
But, having said that.
You need to have quality images and multimedia content on your Ecommerce website.
Remember, we’re visual creatures.
We don’t like to part with our money until we’re completely sure about it, and usually not before we’re at least seen the thing we’re going to buy.
How likely would you be to make a purchase based solely off a written description?
Not every, right?
You want to see what you’re going to buy. Because it helps you visualise where it will go when you get it home.
Even for software, you want to see screenshots of it in action so you can get an idea how complicated it would be to use.
So make sure you have plenty of quality images on your Ecommerce website that will get across your products in the best way.
You don’t want to walk a customer all the way to the point of purchase, only for them to change their mind because your product images are rubbish.
Using images also gives you a chance to improve your SEO for short-tail search terms by using alt-image text.
Do you have an email list for your Ecommerce website?
No – why not?
Yes – what are you doing with it?
Email marketing is still one of the most powerful forms of marketing there is.
Google controls the algorithm that can decide where you rank in search.
Social media platforms can change how they display posts to make you more or less visible.
But your email list is yours.
You build it, you maintain it, and you can use it to effectively win new business.
Your emails don’t have to be all sell, sell, sell even in Ecommerce.
Keeping people up to date with what’s happening, giving them useful information or keeping them up to date with offers and deals can be a great way to use your Ecommerce email list.
Are you trying to build your SEO performance for an Ecommerce website and not seeing the results you want?
We can give you a free SEO audit to show you the areas of your work that are going well and where you can make some changes to start seeing better results quickly.