As shoppers flock to stores for the holidays with their mobile phones, to buy everything from personal care products to electronics to even vehicles, consider the status of your product descriptions and category content. When you update your e-stores, follow these guidelines for writing e-tail content.:
Inform Customers About the Details
Your first and greatest responsibility should be to inform readers about the e-tailer’s products. Take the time to read about the product you’ll be writing about. If possible, review it in person. Consider it as a potential customer would: what would you like to know? What stands out about the product? What is it made of? Where is it made?
Anticipate questions that customers would want answered, and then answer them. After you’ve written your content, read it aloud to someone. Ask her whether she feels your description adequately described the product. Is anything unclear? If so, address those issues.
Your main goal in writing e-tail category content is to inform. But, you’ll also want to entertain. Let’s face it, most customers are more drawn to clever copy than to a dry recitation of facts. What is unique about the product? What is relevant about it today? Pull in those details and come up with a funny or intriguing “hook” that will make customers want to read further to learn more. Category pages draw readers into the sales funnel of product level pages. A sense of humor or smile that offers intriguing product uses or customer testimonials can build credibility and time on site.
E-tailers are in business to sell. It’s great if your copy draws customers to the site, but the ultimate goal is for those customers to make a purchase. You can encourage purchases by writing content that creates a sense of urgency. You might mention multiple ways customers could use a product. You could mention that the product’s sale price is only valid for a limited time. Suggest that customers stock up by buying several of clearance items while they’re still available.
Even if your writing is informative, entertaining, and creates a sense of urgency, you won’t reach many potential customers if you don’t employ good search engine optimization (SEO) principals.
There are many sites giving good information on how to optimize your content. But some basic ideas involve filling your copy with key words and phrases that potential customers would search for. In your content, link to other pages on the e-tailer’s site. Use popular keywords in your content’s titles and subtitles.
What if you utilize all these ideas, but your competition is still ranking higher than you in search engines or in sales? Research them! Look around their sites and take notes on what they do that seems to be effective. Try making a change or two on your own site and give it a few weeks to see whether those changes made a difference in traffic or sales. Then, try more ideas. Constantly be aware of what your competitors are doing, and use those ideas that will work for your site.
It’s not an easy environment to do business in. But by following a few basic rules, your e-tail company can achieve success.