We have all been hearing how little content is required on ecommerce websites from a certain section of services providers. Yet another section has been arguing the opposite. Which camp is lying about it?
Neither one, to be honest. Ecommerce sites do not require as much content as do other sites.
Sure, they can always use articles, blogs, and press releases for promoting their products. The site or store itself requires only a small amount of content such as product descriptions and pages such as About Us, Company or Returns Policy, help files for placing, paying for, and receiving an order, gifting, and so on. Beyond that, little to no content is necessary.
Those who crown content king will be reluctant to agree with this, but that’s really how it should work. Or should it?
Well, the point is, someone who is out shopping online is not merely a shopper at the time he or she is shopping. It’s a person we are talking about. If something catches their eye, they might decide to go ahead with the purchase. If they do not like something, it could be good-bye webstore.
Content is the channel that keeps your customer focused. Sure, they wanna watch the pictures, the video, and even take in the overall design. But they want to be led to the juiciest parts of the store too. And content does that best.
Plenty of your content will be boilerplate; we do this, we do that, we are no. 1, we are the best … and so on. The true value of quality content lies in NOT saying any of it. Have you seen such phrases on sites such as Apple.com? Well, it’s certainly not as blatant.
Your customers definitely do not want any of that. So what do they want? They want information. Content provides that the best. That is a prime reason why search engines rely almost exclusively on content than on anything else.
At this point, I’ll stretch matters a bit further and hop over to the interesting part of the conundrum.
Shoppers want to read exciting news, info, and other content that generally help them in multiple ways. Just using web content that is refreshingly original and straight from the heart makes a huge difference to the perception of your webstore. Someone who has thoroughly studied your site, your business, and your capability to expand both is in the best position to write such content.
Punches in your sentences, phrases, are what matter the most. I’ll take up a post with examples of punches some other day, but for now, I’ll say that those critical words at the bottom of a paragraph, blog post, or web content is what pulls your customer in.
Good punches necessarily require highly valuable content to precede them, and that content needs to be written by someone who knows what they are talking about. Entertaining, honest, simple, easy to follow … these are adjective that describe the best content.
So go on, ‘punch’ your way to success!
(See what I mean?)