How to write great content for your ecommerce site
How to write great content for your
eCommerce Software for Indian SME’s
People could relate more to the good representatives of the stores and hence
preferred shopping where the shopping was made easy by well rehearsed,
prepared salesmen. Now of course, e-commerce is the shopping mall and if
you want to purchase groceries, you are more likely to be on the internet
than the store-next-door. But even though the medium has changed, the
process remains similar. People still perceive the products on face value and
make purchases on the basis of what they like.
Once upon a time when selling and shopping was done hand to hand and
personally, everything was very different. The stores that sold most were the
ones that employed the smartest and most creative salesmen and
saleswomen. People could relate more to the good representatives of the
stores and hence preferred shopping where the shopping was made easy by
well rehearsed, prepared salesmen. Now of course, e-commerce is the
shopping mall and if you want to purchase groceries, you are more likely to be
on the internet than the store-next-door. But even though the medium has
changed, the process remains similar. People still perceive the products on
face value and make purchases on the basis of what they like.
A big part of your store’s success is dependent on targeted traffic. So imagine
potential customers scrolling your online shopping store looking for what they
want to buy. They will check the pictures and the content of the products they
wish to purchase. Content management might not seem a topic worth
discussing but somehow it is what brings audience to your store. Bear in mind
that many people will come to your site for information to research a
potential purchase. If you can provide all the information they need about
your products but also entertain and add value they didn’t expect, you’re
much more likely to convert visitors to buyers. If you really wish to get
properly aimed viewers to buy from you, maybe its time to give a second
thought to the content that you write for your site.
First you require to realize that ‘content’ doesn’t just cover write ups that talk
about how great you are or what you provide. It is not just blog posts, flowery
text in your site and YouTube videos. It covers pretty much everything on your
store, including links to other sites and user reviews.
You are in control of all those aspects of your store and therefore you can
control how visitors perceive you and what they say about it on social media
and elsewhere too.
Adding detailed, useful product descriptions should be the first step of your
content strategy. Do not just use the manufacturer’s description. That is going
to make you the most boring site in the universe. And people don’t like sites
that do not put effort in thir work. If you just state facts and not beautify and
enhance your content quality (because you are so lazy), you are the only
loser. Provide at least a few sentences and make sure you put effort and care
and attention into making it as good as possible – a great product description
could be enough to tip the balance that turns an unconvinced browser into an
‘I must have this’ buyer.
User reviews are a brilliant way of generating a large quantity of unique
content on your store. User reviews are “the second most trusted source of
brand information and messaging, with 70 percent of global consumers
surveyed online indicating they trust messages on this platform, an increase
of 15 percent in four years.” Yes, you are not creating this content yourself but
it is part of your site. And it is possible that people read it more voraciously
than your product descriptions. Because there is something very genuine
about people’s views that is worth trusting by people.
It’s important therefore to make it easy for customers to leave reviews on all
of your product pages and to encourage them to leave a message after the
purchase has been made. You can surely enhance your ratings if you nail this
When I say the content should be written well, you have to understand I am
asking you to “write well”. Not boast or brag but come up with such stuff for
your site that brings you good amount of sales. Web visitors want useful
information about your products, not a sales pitch. Make sure your content is
relevant, consistent in terms of tone and of a professional quality which
symbolizes your image in the business field.
Pushing products too hard could be seen as a sense of desperation so don’t
do that either. The casual browser expects a technically and literally enriching
experience when he views what he is going to buy. So it should give a
charming vibe which says that you will be a good choice and purchasing from
you is the best option at hand. Also while you are at it, people don’t like all
text and no facts either. You are expected to include information such as
prices and product benefits, so try to find a good balance between the two.
Think form a user’s perspective. Keep users’ needs in mind and you can’t go
wrong. They want to know why you are the best. Why your products work
and exist perfectly and why going with you can never be wrong.
The competition is way too highly spread today. Specially in a field like e-
commerce, there are uncountable number of stores all trying to grab users’
attention and making promises that just cannot be refused. What do you have
to offer that puts you ahead of the herd? What if you too put up the same
stuff on the web as every second site?
Now everybody, undoubtedly, more or less have the same products to sell in
their stores. So how do you stand out? You can’t surely give away free stuff or
do something that endangers your profits. So presentation is what will make
all the difference here. If you can add personality or present product
information in an entertaining way, you will stand head and shoulders above
everyone else who are merely putting out mediocre content. You might not
realize this, but buyers always prefer dealing with people with businesses
rather than businesses with people. So bring up your reputation so that you
are worthy of attracting more potential customers.
Search engine optimization is the vanilla flavor of the ecommerce ice cream
industry. Everybody just loves it! Okay this might sound like a cheesy
comparison, but believe me, SEO is the one thing that every seller wants in
his favor. After all not everyone is eBay and fame does not come by all that
easily in e-commerce. So your enterprise remains insanely unknown until
people “stumble” by your site. And you can’t really fall back on luck for
business to prosper. So always make sure that you do a keyword research
when you are beginning to write. Once you know what keywords you want to
rank for, it makes planning content much easier and your customers will feel
that you are speaking directly to them, increasing engagement and trust.
Shareable content means not only that people will want to share it with their
friends and social media followers, but also that it is presented in a format
that is shareable.
Videos and detailed how-to blog posts are great for this, as are special
discounts. A good rule of thumb is to create content that visitors feel good
about sharing as it makes them look good to others.
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