12 Steps to Excellent Content for Your E-Shop

13.10.2023

12 Steps to Excellent Content for Your E-Shop

Attracting customers to your e-shop doesn't have to be as daunting as it seems. The key to success is crafting content that is straightforward, clear, and motivating. In our guide, we present you with 12 steps on how to create outstanding content for your e-shop that will draw in and retain customers.

1. Avoid Overly Creative Descriptions

Customers primarily visit e-shops to quickly find the essential product information. Simple and easily understandable descriptions are often more effective. Overly poetic or lengthy descriptions can make it challenging to locate vital details, leading to customer impatience.

2. Place Key Information First

Customers want to see essential information as quickly as possible. We recommend mentioning details such as shipping, price, product features, and specifications right at the beginning. Then, proceed to cover less crucial information.

3. Make Your Descriptions Highly Specific

Every e-shop aims to ensure that the right customer, one who will be satisfied and come back to purchace more products. It's crucial to include all relevant product information, parameters, shipping style, suitable use for the product, as well as any unsuitable uses. What might be clear to an expert, can confuse an average customer.

Example of good product specifications

4. Empathize with Your Customers

E-shop owners often know their customers and their concerns best. If you were encountering your product for the first time, what would interest you? What do you need to know? Customers often have concerns when dealing with a new e-shop, and they are unsure of what to expect. Address these concerns as quickly as possible. This can be achieved through a Q&A section or by providing detailed product information.

5. Write in Plain Language

All text on your website should be easily understandable. The most effective website text should be readable even by a school-aged child. Avoid writing in a complicated or overly expert manner; aim to prevent customer uncertainty, so they don't need to further investigate the meaning of your text.

6. Ensure Your Texts Are Easily Scannable

Customers don't read e-shop text like a book; they scan it to find the information they're looking for. So, avoid writing unnecessarily long or complicated texts. It's ideal to highlight essential information in bullet points or emphasize parameters in the text to help customers easily orient themselves.

7. Write Naturally

Many customers dislike overly fancy marketing texts that push products on them. They appreciate honesty, which is something your e-shop can stand out with. Describe products truthfully, discuss their advantages and disadvantages. Customers don't like being coerced into something, and often, simplicity leads to the most significant success. Try to describe the product the way you would to a friend - straightforwardly.

8. Write Useful Category Descriptions, Not Filler

In the case of categories, you may not necessarily need to write a comment. However, for SEO purposes, some text is recommended. Keep this text simple and beneficial for the customer. For instance, if you sell a certain type of bike in a category, describe its best uses. You can also provide instructions or useful tips regarding product usage. Avoid writing general information that won't help the customer.

9. Maintain an Active Blog

E-shop owners often feel reluctant to start a blog because it requires time, and they have plenty of other tasks. However, an active blog can attract an incredible number of organic customers to your e-shop. We recommend writing mainly buying guides, explaining how to choose and use products, providing tips and advice. This way, your e-shop will encounter many new people interested in the products you sell.

10. Don't Neglect the 'About Us' Section

For new customers, it's essential to ensure that your e-shop is genuinely trustworthy. We recommend including everything in your 'About Us' section that might interest your customers and alleviate their concerns. Your experiences, your vision, expertise, or even a team photo. If you use eco-friendly materials, recycle, or sponsor a foundation, it's worth mentioning. Customers care about these things.

11. Encourage Customer Reviews

Reviews are often more critical to customers than the best product description. So, motivate your customers to leave reviews. You can, for example, offer a discount or voucher. People want to see that others are interested in a product. Therefore, it's a good idea to publish, for instance, how many people have purchased the product on the page.

12. Strong Call-to-Action:

You can also employ certain psychological tactics with your customers, although we recommend using them sparingly to avoid making customers feel overly compelled. If you have limited stock of an item, highlight it on the product page. This encourages the customer to act quickly and purchase the product. Offering a customer a discount or promoting a limited-time offer is more effective when you emphasize the fear of losing something they already have (e.g., 'Do you really want to miss out on a $150 voucher?' rather than offering a $150 voucher.)