Whether you have recently launched a small online store or you are a large etailer with thousands of categories, ecommerce content is something that no online shop can afford to do without. In a nutshell, this type of content is designed especially for product categories and descriptions. Ecommerce content has two primary purposes – improve traffic and drive sales. Unlike landing pages such as home and about, these pages are very specific in the type of content written. Even 100 words of well-crafted content can help to take ecommerce content to the next level.
Why Ecommerce Content Matters
Just as poor photographs can end up doing more harm than good, badly written ecommerce content or no content at all can also have a big impact on your traffic, reputation, brand and conversion. Not having a content plan in place can even make it harder to integrate additional marketing strategies, from abandoned cart emails all the way to lead nurturing campaigns and SEM.
Why exactly is content so important for ecommerce sites of all sizes? Let’s take a look at some of the biggest advantages offered by this type of content.
Get more from category pages.
Category pages are often overlooked, but these are every bit as important as primary content pages and individual product pages. These pages often show up in the SERPs and are also linked to from various other pages, from product pages to main pages. Optimised category pages that contain well-crafted, relevant content enriched with keywords, links and calls to action will make it far easier for your categories to be found online. They will also help make your shop more user-friendly, aiding navigation and offering useful content that adds genuine value.
Improve product descriptions.
How easily are search engines (and customers) finding your individual product pages? Are your descriptions repeated across similar products or are they unique to each page? A big risk of copying and pasting across similar products is that search engines signal your pages as duplicates, which makes it harder for all pages to rank. Each and every product description needs to be unique, optimised and tailored for SEO as well as readability and even brand voice. It is not much good to throw together a line or two to get in a keyword. Instead, you need content that shows users what your product offers and why they need it in their lives.
That takes us to the next point – conversion. As much as well-crafted product descriptions help your SEO, they also play a vital role in conversion. Content needs to address questions and concerns, help customers learn about features and benefits, and also relate in some way. For example, what would make you want to buy… a product page that had a line or two saying something generic, such as ‘Buy womens shoes in Cape Town and update your look’ or a page that had a list of popular shoe styles and brands, descriptive writing on choosing shoes and maybe some nice CTAs and links as well?
How do you go about ensuring that your ecommerce website content is on point and on track? One way is to find an experienced freelance writer that has experience in this copywriting service. To find out more about the ecommerce content solutions that I offer, get in touch with me today and let’s get chatting.