Ecommerce Content Writing – Part 2

This article is designed to give some helpful suggestions and highlight some key areas you should consider when managing ecommerce content on your site.

In Part 1 we covered writing the content, what to consider and introduced some tools that can help.  Part 2 below provides areas that will enhance your written word, provide social credibility, improve usability and ultimately lead to better conversion.

Rich content and imagery 

Users can’t touch, rotate, feel, try on or turn inside out a picture on a screen so it’s your responsibility to provide the content that would emulate these actions. If the product has different colourway then show pictures for these. Show rotational shots, magnified or in close images, in-use graphics and even video.

Rating and Reviews

When we’re researching a product whether online or off there’s nothing like the opinion of someone who’s already got it. This can add or dispel credibility to the seller’s claims and ultimately influence our decision. In fact research from KISSmetrics tells us that 70% of buyers look for reviews before buying, giving strong support to including them on your website and product pages.

Don’t duplicate content

Keep the content unique and fresh, search engines don’t like duplicates and as a user you’re unlikely to stay long on a product page if the description is unchanged from the manufacturer’s release that you’ve already read on another site, or it’s the same as other products on-site.

Technical Consideration

So you’ve finally got that great content you’re after, the final step is to ensure that all this effort is applied to the technical components of a webpage that help the search engines understand what it’s all about.
This includes:

• Page Title
• Meta description
• URL for the page
• Product Naming
• Structured Data and open graph for products and reviews

(For more detailed information of these technical considerations check out “DIY Guide to ‘On Page’ Optimisation”)

Google’s quality guidelines for webmasters state that the content should be developed with the users in mind. So by focusing on giving your users great content you’re naturally helping your sites organic ranking which is a compelling reason to get onto it.

Happy writing!
Andy Brown
www.strategus.co.nz