Valuable content on an online store website
“Content is king” is one of the key mottoes of Internet marketing specialists. And there is nothing surprising in this because long gone are the days when the mere existence of a website was a business card for a company. In the case of online stores, it is no longer enough just to have an attractive offer or intuitive use. It is necessary to go one step further…
Basics of an online store
Every online store, both in terms of its design and its offer, should respond to the needs of potential customers. It turns out that today it is no longer enough to post tabs of the type:
– about us (affects the image of the store, allows you to influence the formation of positive relationships),
– offer (always described in detail),
– How to buy (especially useful for novice users),
– Help (usually called FAQ and contains answers to frequently asked technical questions),
– rules and regulations (always individual for each store, taking into account the rights of the customer and a description of the various stages of purchase or complaint),
– contact (affects the credibility of a legitimate company).
Although these components are necessary, they are in fact already a standard, an add-on through which the e-store does not stand out from the competition. It should be noted here, however, that these elements interact with valuable content. For example, an “about us” bookmark will increase the customer’s trust in the company, make the store not be perceived as a mere mechanism, but make them realize that there are people working on the other side of the screen after all. What’s more, bookmarks of this kind will legitimize the buying process and become a help in case of any questions or doubts from a potential customer. So you should certainly make sure that they too contain good quality, clear content.
A few words about unique product descriptions
Today, however, it is recognized that added value is key. A user who gains something more than the product itself is more likely to return to the store once again. What’s more, he will recommend it to others and in his perception the online store will begin to be perceived positively, even as a leader.
Thus, it has become a strong trend to create an expert image. And this is done not only through a detailed description of each product offered, with all its properties, but also a description of its additional features. In the case of an organic food store, this could be the country of origin, a description of the taste or a recipe using a particular product. In the case of a jewelry store, a good procedure would be to describe the symbolism of each pendant or design. The description of each product is to be special, unique if only for the sake of Google, which evaluates the degree of similarity of the content and, among other things, on this basis determines the position in the search engine.
Added value
It is valuable content that will keep users interested, keep the potential customer for a longer period of time, make a bond between him and the e-shop. Added value is always at a premium, thanks to it you win the trust of customers and positive relations – after all, taking care of the customer is the most important thing, because only then the customer will repay you with loyalty.
This is not all because increasingly often on the pages of an online store you can find a “blog” or “tips” tab. This is an invaluable source of valuable content, as long as the content contained therein closely relates to the industry in which the online store operates. A good idea in this case would be to create articles that would refer to the most frequently asked questions of customers, such as: What kind of wall mural to choose? How to apply a wall mural yourself? How to clean a wall mural? And many, many other articles that will give the user not only the product, but also knowledge.
Expected effects
In terms of marketing, the right content posted on an online store’s website will quickly translate into, among other things:
– positive image of the store,
– uniqueness of the offer, so that it will be easy to distinguish the store from the competition,
– More traffic to the site, allowing the store to generate more sales,
– good effects of whisper marketing. Remember that web users are more willing and disinterested in recommending good quality places to each other on the web,
– Better positioning of the online store in Google. Unique content has an impact on elevating your website address in search results.
In doing so, it is worth noting that valuable content marketing should be in constant development. Both the content and the offer must be constantly updated, improved and created based on new trends. It is important to know that the content has to be not only unique, but also of the highest quality – the competition is not sleeping.
