Web Content Writing Tips for E-Commerce Success
You only have one shot to make an impression on a visitor to your website. Do things right and see your sales soar.
1) Have Separate Landing Pages With Content that Corresponds With Your PPC Ads:
If you are an on-line retailer, chances are you already have a Pay Per Click Campaign in place to get traffic to your website. But, have you considered the possibility of separate landing pages for different PPC ads? The benefit? -- Making potential customers land on a page that is relevant to their keyword search, results in substantially lower bounce rates, which will translate to more sales for you!
2) Use Relevant Keywords for Search Engine Optimization:
In order to rank well on search engines, make sure that you have professional guidance from an SEO expert, as to which keywords your website should be targeting. Then, insert those keywords into your website's content, in a manner that will get you optimal benefits. Make sure that you insert keywords in such a way that your content reads with a natural flow. Be careful not to over-stuff keywords. A lot of planning goes into coming up with an SEO strategy, but the benefits make it absolutely worth it!
3) Know Your Product's USP, and Put it Across Clearly:
There's probably nothing more counter-productive to your business than making visitors to your website hunt for the Unique Selling Proposition of your brand. Statistics show that if your visitor cannot find the main benefit on offer within seconds, he will leave your website before you can say "Jack Robinson"! Your USP is therefore best placed in the headline, subheading and introduction.
4) Keep Your Website's Content Short, Simple and Relevant:
Business owners are so involved with their products that they tend to want to share everything they know about them! But, it's important to remember that as far as your website is concerned – "less is more"! Evaluate every line of your website to see whether your potential buyer really needs that bit of information. If he will be none-the-wiser without some information about your product or company -- There's really no need to give it to him! Remember, the more content you make your visitor sift through, the more likely he is to miss out on the main benefits. So, just focus on the main benefits!
5) Your Product Descriptions Should Focus On Benefits, and Not On Features:
When you are writing about your product, remember to focus on the benefit to the buyer. Tell your potential purchaser what's in it for him.
6) Don't Be Boastful:
People evaluate brands and companies the same way they evaluate people. No one likes to deal with a company that is boastful, and no one likes a brand that claims to be indispensible to them. Be careful how you come across to your consumers. Create a brand image that is genuine and humble.
7) Be Creative:
If you are not at least a bit creative with your writing and design, you run the risk of being boring, un-engaging and forgettable.
Creative concepts have a great impact on sales, because they are interesting. Creative websites are also a lot more likely to be bookmarked to be returned to later.
8) Minimize Anxiety for Your Visitor:
The more actions you ask from your visitor, the more anxiety you create for him, and the more likely he is to quickly leave your website. Minimize this anxiety as far as possible. Don't make it difficult to navigate through your website. Make it user-friendly. If you want to capture some personal information from your visitor like his e-mail address, make it quick and simple for him to fill in the details. And, offer him a good reason for taking the trouble.
9) Only Make Promises That Will Be Fulfilled By Your Product:
If your product does not fulfil a promise you made to your customer, you will never make a repeat sale to him. You will be surprised at how short your product lifecycle will be if you practice making tall-claims. You know what your product can deliver. DO NOT PROMISE anything beyond that. Instead, you'll be better off focusing on even a small niche market that has a use for your product.
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