Almost everyone with a website by now is well aware that they need great content on their site to get traffic, inform their visitors and make more sales. Unfortunately the exact ‘how-to’ of accomplishing this is murky territory. Most companies just slap a blog on their site, pay some writer to keep it stocked with fresh content and call it a day.
This is fine and can work in a lot of situations but there’s just one problem.
A blog is usually a separate entity from the site itself and this can make it tough to get the visitor to make the leap from reader to buyer. This is why we recommend a more integrated approach where the content and products are a unified entity. You can create killer product pages full of useful information, images, videos and other content to keep your readers entertained and informed, but also…buying from you!
Here are some of your top tips to ensure you pull it off well:
1. Reviews Rock
Make it easy for your readers to add their opinion in the form of reviews. This not only adds a huge dose of social proof to your pages increasing the likelihood of people buying, but it also generates free, unique content for Google to factor into their rankings. And best of all, you didn’t have to produce it.
2. Videos Rule
Many top marketers believe that having a video on a product page increases sales and decreases refunds. This makes sense since a video can explain how a product works much more simply and easily than a written description ever could, making people more comfortable with buying it. Zappos saw a 10% increase in conversions after adding videos to their product pages – and these were with staff, not professional models or actors at all. You can do the same thing.
3. Keep It Unique
If you have an ecommerce site the worst thing you can do is just copy the provided product description that the supplier gave you and use it verbatim on your site. Rather take the time to tweak it for your audience so it hits home better. This will also get you more organic traffic from Google since it’s unique.
4. Images With Personality
Instead of just slapping some boring product photos that the supplier gives you onto your site, why not give them your own twist by creating your own? You don’t have to be the world’s best photographer to pull this off either. If you’re selling hats, then put them on your staff, make them pull a stupid face and snap a pic. This will go a long way to bond with your audience.