There will always be a need for content on your eCommerce website, from boosting your positions on Google to describing your products and explaining terms and conditions. It can also do so much more for your website. In this post, we will explore how content can support the customer through the buying process and give them an enhanced shopping experience.
Let It Guide Your Customers
When a customer lands on your eCommerce website, they need to be shown where to go next, it’s your job to take them on a journey and give them the next step. It’s important that your website is easy to navigate, and it’s not just about having a good menu, it’s the content on your website that will guide your customer and take them to take the actions you want them to take. You need to think about the content on your site at every stage of the journey and develop a logical pathway for the customer to take. You need to think about what stage in the buying process the customer is at when they are reading that specific piece of content and what the next logical step would be, it won’t always be to `buy now`. Think about your call to action, it needs to be short, sharp and to the point. ‘Shop Now’, ‘Discover More’, or even ‘Sign Up’, it’s simple button but you need to think about the effect it will have.
Create Awareness
Great content will create awareness of your products and company. Using the press, social media, website blogs and reviews, you can place the right content in front of your target audience. Your content will help you find new potential customers, generate interest and build your brand. Reviews also count for a lot, so whether this is via a third party such as trust pilot or one of the many other review companies, or directly on your website, having 5* recommendations sell products.
Provide Inspiration
Your content will provide inspiration, so it needs to be written with consideration. Think about who your customer is. What are they looking for? Why will they be interested in your products over competitors? Why would they buy from your eCommerce website over someone else? Your job is to provide inspiration and create the desire to shop from you. Presenting your content in a way that will help customers visualise how your products will fit into their lifestyle creates the ‘have to have it’ urgency that generates to sales.
It’s In The Detail
When a customer has looked at your website and believes your brand is the one they might purchase from, they will need information. It’s all in the detail after all. For example, if your website sells clothing, make sure the size, colour, composition, any specific design elements etc. are all listed on the product page. You’d be surprised how many eCommerce businesses miss off key product information, or just the basic information from the manufacturer, so if you want to stay ahead of the competition, give the customer everything they need to make a purchase.
Get Creative!
Now that you know why content supports the customer journey, it’s time to get creative, step into the shoes of your customer, what would you want to see on a website if you were looking to buy your products? Review and audit your current content marketing strategy and start optimising your current content and creating new content that will help your business grow.
If you need help generating more traffic to your website the first step is to sign up for our FREE Website & Marketing Audit we can look at your website and provide you with actionable insights you can use to improve your website.
