How To Write Engaging Content For Your eCommerce Website
Looking for a way to attract more site visitors and increase conversion on your eCommerce site? Write engaging content for your eCommerce website to attract qualified leads.
Content marketing is not only great for attracting new site visitors but also offers an effective way of encouraging more users to make purchases after landing on your eCommerce site. This way, you can engage the site visitors at first with your content and then lead them down your sales funnel using clear CTA buttons.
However, the only downside to writing high-quality engaging content regularly is that it requires a lot of time and effort. In this guide, we’ll reveal some of our top tips that will help you write engaging content for your eCommerce website.
Why write engaging content for your eCommerce site?
Before we jump into some of the useful tips that help to write engaging content, let’s first understand the main concept of content marketing.
Content marketing is the type of marketing or promotion that involves some type of content that’s not directly promoting your brand but encourages your interested audience to learn more about your products and go for the purchase or make the sale. You can use many types of content in your marketing strategies such as videos, guides, how-to tutorials, detailed blog posts, reviews, or social media posts.
Let’s dive deeper into some of the main reasons why you’d want to write engaging content for your eCommerce site:
Improve SEO
Writing engaging content can lead to better overall SEO of your web pages. This is because Google and other search engines like to rank higher quality content on top of users’ SERPs. This way, more interested people will get to see your web pages when they search for solutions.
Increase brand awareness
If you’re writing high-quality content for your eCommerce site, you’re essentially encouraging more people to learn more about your products or brand and take action accordingly. As a result, it can help improve brand awareness and aid users in making informed purchase decisions quickly on your eCommerce site.
Encourage interested audiences to make purchases
One of the more obvious reasons for writing engaging content on your eCommerce site is that it helps interested audiences make purchases. This is mainly due to users already being interested in your product and engaging content helps them trust your brand even more and go for the purchase.
10 tips to help you write engaging content for eCommerce websites
Here, we’ll talk about some of the tips that can help you with writing engaging content for your eCommerce site.
#1. Decide on a target audience
Deciding on a target audience is important for creating engaging content for your eCommerce site. Think about it; if you don’t know who you’re writing the content for, it can make it hard to pique your audience’s interest and keep them engaged with your writing. Since it’s not possible for you to please everyone, you need to decide on a target audience and create content only for them.
This helps you better understand what your audience expects from your brand and what type of content you need to create for them. In simpler words, you can better understand your audience’s pain points and requirements. As a result, you can leverage this information to create engaging content for them.
Once you have a better understanding of the people that you want to target your content, you can create highly engaging content that helps them achieve their goals or solve problems. This is a great way to offer more value to your audience and incentivize them to try out the product themselves.
#2. Prioritize customer testimonials
Customer testimonials are a great way to keep users interested in your content. This is because it helps them relate better to your content as customers can relate better to other customers or people who have similar problems and have found success using your product.
It’s a great way to showcase social proof or proof that your product actually works and helps solve your audience’s common problems. This can also be a great way to encourage readers to try out the product themselves and fix their problems quickly.
In addition to this, including customer testimonials in your content can also help new site visitors easily trust your brand. After seeing that other people have already purchased your product and found success with it, new site visitors may find it easier to trust your brand and its authenticity.
#3. Create a style guide
A style guide is a guide or set of guidelines that will be followed to ensure a proper structure of articles or content. These “guides” help you create high-quality consistently and help team members keep on track with your content creation requirements.
Creating a style guide the first time can be confusing. This is why it’s important to include elements such as:
- Word count. Mentioning the word count of articles or blog posts is important for creating high-quality content consistently. This makes it easier for team members or your writers to consistently deliver content that your audience is familiar with reading on your eCommerce site.
- The tone of voice. You also need to specify the tone of voice of writing content for your brand. This helps you create content that’s more relevant and engaging for your audience.
- Headings and subheadings. Also mentioning some of the headings and subheadings that are essential for any content published on your site can also be a great way to deliver high-quality content consistently. This helps you maintain the SEO of your web pages while ensuring all your content is engaging and high quality.
In addition to this, a style guide is also useful for onboarding new members to your team. Since there are clear guidelines set in place for creating high-quality engaging content, it can be easier for new team members to create content for your brand. You can create your style guide in Google Docs or by using an app like Notion.
#4. Create SEO-optimized blog posts
Think about it: if your target audience doesn’t get to see your blog posts or content in their search engine results, chances are, you won’t see increased conversions and a boost in site traffic as your content is not being targeted to the right people. This makes it highly important to create SEO-optimized blog posts so they get in front of the eyes of more people.
Let’s dive deeper into some effective ways that can help you enhance the SEO of your content for your eCommerce site:
- Include high-priority keywords. One of the most effective ways to enhance SEO is by including high-priority keywords in your content. This helps rank your web pages higher in SERPs and display your content to the right people.
- Ensure good site performance. A good-performing website that’s responsive and loads content quickly for all devices is preferred by most search engines such as Google or Bing. This makes it even more important to make sure your website’s performance is up-to-par and doesn’t affect user experience. As a result, your web pages will also be displayed on top of your target audience’s search engine results.
- Optimize featured snippets. Other than including high-priority keywords, you also need to optimize featured snippets on your eCommerce site in order to display your content or web pages in the top position of Google’s search engine results.
Better SEO essentially means your content will rank higher and will be displayed on the top in search engine results. As a result, it makes it easier for your target audience to find your content when they search for it and visit your eCommerce site. So, you want to make sure you optimize the content for your eCommerce website for SEO before publishing it.
#5. Include infographics
While most users will skim past most of your content or blog post, including an image can help catch the attention of your audience and keep them engaged with your content. Since most people are visual learners, it can help them better understand your content or what the blog post is about.
You can create engaging infographics and include them in your articles or blog posts. This way, you add more value to your content and help potentially divert the attention of more site visitors, even the ones who are just skimming through your blog post. Once you have the audience’s attention, you can encourage them to purchase the product using a big, clear CTA button.
#6. Brainstorm content topics
Creating high-quality content can be a challenge, especially if you’re also responsible for handling other business operations. It’s essentially a long and hard process that requires a lot of market research and insight into user intent. We recommend brainstorming good content ideas before you fully commit to creating the blog post or article.
Brainstorming content ideas helps deliver the best quality content and ensures your content creation efforts don’t go to waste. This is because you first brainstorm content ideas and then validate the best topic idea before committing to the content creation process. In return, this helps maximize content efficiency and helps deliver high-quality content consistently.
#7. Value benefits over features
Benefits are what users gain when they purchase your product or service while features tell users what your product or service offers. For instance, if you sell clothing products, features can be “100% cotton material or everlasting print” and for benefits, you could say “Shrink-free washing” or “High-quality cotton material to help you beat the heat!”.
When writing content for your eCommerce website, it’s important to highlight the benefits of using your product or service compared to highlighting the features. While features help tell your audiences what your product offers, it’s not what they’re interested in looking at. Instead, your Interested audiences are looking for solutions, and mentioning the benefits of your products first can keep them interested and encourage them to go for the purchase.
#8. Answer common questions
Addressing common questions in the content you publish for your eCommerce website can help your target audience make quick informed purchase decisions. This is because you’re already answering some of the most common questions that a new user might have when considering purchasing your product. As a result, it encourages them to finally go for the purchase and try out the product or service themselves.
Ideally, you want to consider your target audience’s main pain points and their major goals when answering common questions. This proves as a great way to help your target users better relate to your content and keep them engaged.
#9. Showcase product success through case studies
Another great way to offer social proof and keep users interested in your content is through case studies. This is because case studies showcase other customers’ journeys with your business and help new users better understand and relate to how your product helps people achieve success.
You can highlight big clients or users that have turned their business around using your product or mention success stories of how your service or product has helped users achieve their major goals.
#10. Ask for feedback
One of the best ways to keep your target audience engaged is by asking them for feedback. This way, you can better cater your content exactly according to what your audience expects from you or what they want to see from your brand.
It’s also a great way to help new users better trust your brand and help build customer loyalty. Since you’re asking users directly for feedback, it helps them feel special and exclusive. As a result, it makes it easier for more people to trust your brand and believe in the products or services you sell.
Start writing content for your ecommerce website today!
Writing engaging content for your eCommerce website is a great and effective way to increase conversions and boost sales for your business. This is because you can retain interested users by keeping them engaged with high-quality content that’s also related to your product. As a result, your target audience will be more interested in trying out the product or service themselves and finally go for the purchase.
Here are 8 Different Types of Content Every Business Needs on Its Website. Do you have all 8 types on your website?
Do you know of any other useful tips to help write engaging content for eCommerce websites? Let us know in the comments box below.
