How to write good e-commerce content

Good e-commerce content can drive sales, earn repeat business and distinguish you from the competition. Poor content, on the other hand, can cost you sales and spoil your reputation. With that in mind, here are a few key pointers for creating good e-commerce content.

Do …

Prioritise quality

High quality content reflects positively on the quality of your business and the products it sells. Not only that, search giant Google is known to place greater value on quality content in its search rankings. These are two very good reasons for making your content the best it can be. Needless to say, typos and grammatical errors can sabotage your efforts, so they must be vigorously erased.

Consider your customers

Different people react positively to different styles of content, so it’s important to know who you’re targeting. Think like your customers and use their language. Giving your e-commerce content a unique tone and personality is an important way of distinguishing yourself from the crowd.

Target specific keywords

For your site to do well, it’s vital that it ranks well in the search engine results pages (SERPs), and including relevant keywords and anchor text links is an essential way of boosting your search engine optimisation efforts.

Don’t …

Waffle

Wherever possible, say what you want to say in the shortest number of required words. Keep your product descriptions short and snappy.

Over-optimise

Though keywords are important, they should appear naturally, and seldom more than 2-3 times in any one piece of content. Search engines have long punished ‘keyword stuffing’ (inserting many instances of a word within web content), and Google’s recent ‘Penguin’ update reaffirmed this approach.

Plagiarise

All content on your website, from your product descriptions to your terms and conditions, should be 100% original. Aside from potentially being in breach of copyright law, directly copying content word for word is bad business sense. Firstly, it is likely that your content will not be indexed by the search engines. Secondly, because it is generic and not specific to your website, your content will struggle to engage prospective customers and persuade them to buy your products.