Living standards are always evolving and for that, we see many people leveraging the internet and social media to get things done. The latest statistics indicate that there are over 4.7 billion social media users globally and to substantiate, 63% of the world’s population uses the internet according to Statista.
However, as more and more people consider the internet an integral part of life, so do businesses. Social platforms like websites, Instagram, Facebook, LinkedIn, Twitter, and Pinterest are no longer an option but are currently a way of doing business.
Findings further indicate a 24 million eCommerce website estimation globally out of the 1.5 billion websites today. Websites and social platforms currently serve as an official avenue for conducting business. Businesses can sell their products and promote their services on these platforms.
Many customers today also believe that any authentic brand should have a website. Sites can help customers learn more about a brand, make purchases, or attain customer service. Statistics also show that eCommerce websites with a social presence enjoy a 32% increase in sales than their counterparts.
With that, it’s crucial to consider the performance of your eCommerce website. Your site’s attributes ranging from the content to the images must excellently display your brand and showcase its uniqueness.
Not every piece of content will help you generate leads or optimize sales, but it’s only compelling content. Therefore, we would like to explore what compelling content means and also offer a guide to creating it for your website.
What Does Compelling Content Mean?
Compelling content is a type of content that captures the target audience’s attention and persuades the viewers to take the necessary action. Compelling content is “relevant” because it carries the trait of connecting with the reader to either meet the want or solve a problem.
Effective content marketing strategies are driven by compelling content because it is more purposeful and increases the chances of attaining the intended results.
Compelling content can connect with the mind of the customer or prospect and leave an impact. Generally, compelling content practically aligns with the goals of the brand and the needs of a target audience.
So, how can a digital marketer, a content writer, or a content specialist write compelling content for a website?
7 Tips To Write Compelling Content for an eCommerce Website
The nature of website content is crucial to running a successful eCommerce website. Relevant content can convert visitors into loyal buyers and cut shopping cart abandonment rates. Therefore, here is how to write compelling content;
Understand Your Audience
As much as content creators can at times focus on creating generic content, there comes a time for more tailored content. Tailored content attracts the right customers, drives sales, and leads. If you’re a merchant and sell on a website, understanding your target audience is a crucial step to creating compelling content.
Spare time to understand your target audience and its demographics which include age, gender, location, and psychographics. Identify where your website traffic comes from and what the visitors do on your site. Furthermore, you have to understand your audience’s interests, and search intent.
Targeting a specific audience can help you optimize your creativity and create more relevant content. This will help you create compelling content to pave way for higher engagement and lay a foundation for a range of other critical success factors in business.
Some of the best approaches to finding your target audience include leveraging Google Analytics, analyzing website performance, and social media insights. This data will help you create purposeful content.
Define the Purpose of the Content
There are different forms of content in the digital marketing realm with different purposes. Precisely, product descriptions are completely different from blogs, and articles even though they are all forms of website content.
Product descriptions are more precise, and scannable. Writing product descriptions require a great deal of attention to detail and a writer must imagine the kind of humor a buyer may have in mind.
Product descriptions are normally short-form content but must capture every important aspect of a product. For example, the benefits of the product, uniqueness, price, and quality among other attributes.
On the other hand, other forms of content such as blogs, articles, and press releases offer room for extended explanation. Blogs and articles are excellent avenues for explaining your products or services in detail.
However, you should choose a storytelling approach or a conversational tone, or an ideal way of penning down your content.
In all aspects of content creation, consider the word count. A good short description can have a maximum of 400 characters whereas a blog may range from 600 to 2000 words. Choose a perfect content structure, and you can leverage bullet points to highlight the most important information.
Include Clear C-T-As
CTAs or calls-to-action are important marketing tools. These features are associated with a range of purposes both on the merchant’s and customer’s end. Precisely, there is no way one can publish content without including the necessary CTAs for the readers to take the required action.
CTAs are of different types and these commonly include “Buy Now”, “Download Here”, “View More”, “Try Now”, “Order Now”, and “Contact Us” among others. They can be placed anywhere i.e on product pages, forms, and blog pages.
However, not all CTAs can produce the intended results. Use appealing and short words for your CTAs. Additionally, strategically position your CTAs, use attractive colors, and ensure that they are visible enough.
Apart from that, ensure to track the performance of your CTAs in a given piece of content. In this way, you will be able to create the most relevant content for your audience.
Optimize Your Landing Page
Any landing page is a key web page that can break or build a brand. This standalone webpage can work wonders for a business when meticulously created. A landing page is specifically taken to be the face of a brand and with a captivating landing page, a site can optimize sales, leads, and ROI.
It’s the landing page that can entice a website visitor to proceed to other pages or bounce away. It’s the landing page that can display the value of a brand. With that, mind the content on your landing page.
Content on this page must be clutter-free and with the right CTAs. Besides that, assess the typography, image quality, and volume of the content on this page. The content must be relevant and should contain all key aspects of the site. Also, consider the tone.
Many things should be included in a website content piece. These include CTAs, reviews, keywords, ratings, testimonials, and user-generated content where possible. In addition, price filters, wishlists, and sharing options among others.
All these essential features make an ideal eCommerce website. However, as you consider the right add-ons for your site, ensure to select the right SEO keywords. Keywords are search terms for internet users and are also a driving force for your site.
Consider performing a competitor analysis to identify the type of keywords that your competitors leverage and the add-ons they have on their sites. This will help you publish all-around-performing content.
Pay Attention to Content Quality
Content is king, at least to a certain degree. Whether it’s product descriptions or blog posts, the quality of the content on your eCommerce website speaks volumes. Some of the best approaches to writing high-quality content for an eCommerce website are;
- Write for your target audience, not yourself.
- Have “search intent” in mind.
- Write for humans not machines. That means you evaluate the tone and the language.
- Avoid vague phrases, plagiarism, and duplicate content.
It should be noted that there are different types of plagiarism and for that, ensure to leverage the suitable means of preventing them.
Follow the Best SEO Practices
Although the main goal is creating compelling content, focusing on the quality of content without considering the SEO aspect can affect a site’s performance. As an online merchant, your goal is to extend your site to a wider audience that can fetch you more sales and ROI.
However, with the current competition in the world wide web, a merchant may fail to reach such smart goals. SEO parameters can help to increase organic traffic to your site.
Therefore, to help your site be found by more people on the internet, consider using meta descriptions, relevant keywords, and also markup product pages with structured data.
Including these in your content will help improve your SEO results and the effectiveness of your content marketing strategies.
Ensure to take care of all the technical aspects of your site such as the speed, video quality, broken links, and duplicate title tags among others.
To encapsulate, there is a range of things to consider when trying to come up with compelling content for an eCommerce website.
These are among them, however, you should also assess your content strategy to identify what can work best for your eCommerce site. In addition, try to keep yourself up to date by following the trends.
Digital marketing is evolving at a remarkable pace and ignoring trends only affects your business. Also, remember to update your content to render it relevant to the users.
Jessica Robinson loves to write interesting and knowledgeable blogs regarding business management, education, and life to satiate the curiosity of her lovely readers. Currently, she is serving as a content manager at the ‘Speaking Polymath’. Every piece of content that she writes demonstrates her immense love and passion for her profession.