Paring down your web content to the essentials improves your SEO by removing irrelevant information that dilutes your message. The ultimate goal of SEO, after all, is not just to deliver traffic to your site, but to deliver a specific audience. This is where quality, not quantity, serves you best.
As such, the content for your e-commerce website must attract the right visitors, then meet their needs with informative, useful content and a pleasant user experience. That’s the value your site offers, and below are the most important ways to offer it.
1. Blog Posts
One of the most cost-effective ways to drive traffic to your site, blogs offer information for consumers at all stages of the buyer’s journey. Whether your visitor is just considering a problem, researching product solutions or ready to purchase, your blog is an excellent long-form way to connect. It offers a space to give more in-depth product information or engage with the issues your audience is facing.
2. Product Demo Videos
Product demo videos are crucial to a healthy e-commerce content strategy. They fill in the gap that exists between bricks-and-mortar stores, where customers can examine potential purchases in person, and online stores, where it’s impossible to try before you buy. Viewing product information and demonstrations on video gives a potential buyer confidence and a realistic set of expectations. If your budget doesn’t allow for videos for every product, start with the best sellers and work your way down the list.
3. Customer Reviews
Posting customer reviews lends credibility to your site and should be part of any e-commerce content marketing plan. This gives you the opportunity to highlight good reviews while dealing with unsatisfied customers right away. Most buyers now read reviews before purchasing, so this easy-to-implement strategy is worth the time it takes to set it up.
These two-sided interactions give customers a chance to better understand your brand and gain confidence in the way you deal with other customers. Similar to reviews, social interactions give you a chance to shine a light on your customer service and build your credibility.
FAQs cater to customers who enjoy researching a product from every angle before buying. They give your e-commerce content strategy a boost because they offer a detailed way to describe what you product can, and can’t, do.