Content and Your Ecommerce Website – A Digital Marriage

Posted June 18, 2014 by   in Content Marketing, eCommerce Website, Google, SEO

Building an eCommerce website takes more than just products, competitive prices and quick shipping. It takes knowing just who your customers are, their fears, motivations and attitudes, buying habits and, (what seems to be most important in the modern eCommerce world) unique content that is engaging, relevant and answers a question the shopper is seeking.

eCommerce Website Content

When it comes to an eCommerce website’s content (blog posts, product descriptions, category descriptions, etc.), every piece needs to be unique, well thought out and backed by an audience analysis and keyword research. The days are long gone when taking other eCommerce website’s content and product descriptions was okay with Google and other search engines. In fact, Google will demote your site and cut your rankings for even attempting it. Even longer ago are the days when content was just a blog post found on some landing page of your site.

The fact of the matter is that your consumers need to be educated and engaged throughout their entire buying cycle. This is why category descriptions and product descriptions are pertinent. If your content isn’t answering the potential questions, addressing potential fears or concerns, or laying out the specs and features of your products, your consumers can, and will, go elsewhere to find the answer. The job of your content is to remove as much doubt, concern and fear as possible. If your content isn’t doing this well, your competitors’ content will. Once consumers leave, it is like they just walked out of your store to look at the same product at your competitor’s store and the likelihood of them returning is little to none. Your store was simply an eCommerce website for window shopping.

Content is an Investment

Aside from just being unique, the content also has to be engaging, relevant and answer the questions consumers are seeking. It may be easier to sell something to a consumer when face-to-face with them but online is a whole different battle. Your customers are as informed as ever, have research and reviews available to them everywhere on every device they own, so what you’re preaching has to match what you’re selling. If you’re cranking out crappy, quick, keyword-stuffed content, your conversion rate is going to tank and your consumers are going to see right through it.

High-quality content can be tough to produce and, even more frustrating, hard to define. Put simply, high-quality means that your content is answering consumer’s questions and answering them better than anyone else (especially your competitors!). High-quality content, from a conversation optimization perspective, delicately leads the consumer through their buying cycle quickly, seamlessly, and naturally while addressing their fears, concerns and questions along the way. Think of high-quality content as the hardworking, well-trained employee at the hardware store who greets you as soon as they see you, answer all your questions while walking you to the products you need, review the pros and cons of each and walk you to the register with a smile, a handshake and please come see us again.