How to create effective content for an ecommerce website

25 Jun 2018

Your key aims when running an ecommerce website should include driving conversions to sell your products. So it makes sense that the content you publish on your site, whether it’s a blog, or a category or product description, should aim to do the same.

When it comes to writing on-page blogs and features, there are different things you should do to make sure your ecommerce content is fully effective.

Understanding your target audience

Gender
Age
Place of residence
Occupation
Marital status
Social life, hobbies and general interests

You should also aim to get inside their heads, try to understand them, and think about their frustrations and needs, depending on the products you’re selling. Understanding this can help you know what type of topics to cover in your content.

This could include frustrations like having to stick to a small budget or only having a small space to work with. You could then write a blog about how to redecorate a small bathroom, or how to redecorate a bathroom on a budget.

Knowing the products you sell, well

For example, if your ecommerce site sells women’s business clothing, you should know details like the sizes, styles and materials of the clothes, as well as their key features and benefits. This could include light, comfortable fabrics, which are ideal for keeping cool in demanding work environments.

Knowing your product sector can also help you know exactly what type of topics to cover in your content and write engagingly about them, whether that’s styles of women’s dresses or types of bathroom vanity units, for instance.

Providing solutions to a problem

For instance, if you sell a range of illuminated mirrors, you could target those people who have the problem of poor lighting when using a mirror, which could be a frustration for them when shaving or applying makeup. You could then write a blog that shows your illuminated mirrors could be a solution to such problems. This could include the benefits of an illuminated mirror, with a call to action (CTA) that links to your illuminated mirrors product page.

Being creative and inspiring your customers

For instance, a women’s business clothing site could include a blog about how to put a stylish but professional look together for the office, which refers to lines of clothing you sell. It could then show how that clothing can enrich the audience’s day-to-day work life, such as by helping them to do specific office jobs better and allowing them to stand out at networking events.