Online Store Content
- Brief explanation
- Detailed explanation
- Effective product descriptions
- Powerful blogs
Content for your online store can help your business become a supplier that stands out from the rest and significantly influence your conversion rate. Since the goal of online store content is to inform potential customers and persuade them to make purchases, it should be informative, interesting and search engine optimized.
Whether it's for clothing or technology, more and more people now shop online and frequently. According to Business Insider, 78 percent of Americans 15 and older have purchased something online. Most online shoppers browse offers on the Internet regularly and make an online purchase a few times a month or more.
There are millions of online stores, and the competition is always just a click away. Because the e-commerce market is highly competitive, online shop operators should be aware of how critically important content is for their online store and the influence they have on purchasing decisions. So it’s important for content to guide users to action and prompt them to make a purchase.
Most content for online stores include product descriptions. In general, stores provide a better overview for users if the various products are divided into categories. With thousands of products available, it can be hard to keep track, so each category should be fully described so that users will know what to find where.
Effective Product Descriptions
Manufacturers' product descriptions are generally not very informative or sales-driven. In addition, search engines like Google apply penalties for duplicate and un-original content. Because of this, shop vendors should never settle for manufacturers' product descriptions.
An effective product description informs and convinces the prospective buyer, and it usually consists of a headline, a body text identifying the main features and a call to action.
Since the user cannot consult with an online seller, the product description must provide all pertinent information about the product and answer the user's questions.
The product description should answer the following questions:
- What are the most important product attributes?
- What is special about it?
- What are the benefits of the product?
- What is it used for/how does it work?
- Why should a consumer buy the product?
To achieve its purpose, a product description must be well-written and error-free. Professional and informative product descriptions help the user perceive the online store as reputable, and the content should also appeal to its target audience at an emotional level.
A high search engine ranking is extremely important, so web copy must use correct search engine optimization (SEO) techniques. Comprehensive keyword research should take into account what potential customers are searching for, and it's recommended that relevant keywords appear in the headline and at the beginning of the text.
In addition to product descriptions, a blog can also contribute to the success of an online store. If a provider is an expert in the field, a blog is a good tool to reach potential customers with professional articles. A blog becomes especially useful if it addresses frequently asked questions on complex products. It can also include useful product advice and serve as a Google landing page. Providers can then build trust and convey their expertise, and guides are also a useful way to acquire backlinks.
Whether they are product descriptions or blog posts, online shop content influences the user's length of stay and can influence their purchasing decisions. For the content to convince the potential customer and trigger an action, it must have added value and incorporate the right keywords.
Online shop operators should not use manufacturers' product description because this can lead to penalties from search engines like Google and is not beneficial to consumers. Instead, it's important to invest in unique and professionally written, meaningful content. It’s also recommended that shop owners create a blog to provide advice and authoritative information based on their areas of expertise.