Content checklist for e-commerce websites

Successful e-commerce content involves much more than simply copying and pasting the manufacturer’s spec into your product pages. Here is our checklist of the content your e-commerce site needs in order to give its customers the information, confidence and reassurance they need in order to put their credit card details through your website and purchase your products.

  • Full company details, including registered address, company number and VAT number – to reassure customers that you are who you say you are
  • An up-to-date ‘About’ section – to make your goals and brand identity clear and appealing
  • A phone number – to increase customers’ confidence that you are a ‘real’ company
  • Information about the history of the company – to let customers know who they are buying from and why they should trust you
  • Terms and conditions and legal information – so that any legal queries can quickly be answered in a clear cut and reassuring fashion
    e-Commerce content
  • A company blog  – to make your e-commerce site look active and knowledgeable, showcase new products and give your brand a more personal voice
  • Keywords – to optimise your e-commerce site for the search engines, and drive more traffic to your product pages
  • Descriptive and eye-catching product titles – to make an instant impact and spark interest in your products
  • Punchy product descriptions – to ensure every product has a concise and compelling description to secure the sale
  • Detailed product specs – to sit alongside the punchy descriptions, ensuring your customers can access all the technical information they need to make a decision about buying the product
  • A simple, straightforward buying form – to make transactions effortless and encourage repeat purchases
  • A comprehensive and easy to access FAQ section – so any questions can be answered quickly and efficiently
  • A clearly highlighted contact section – to allow customers to get in touch easily. Ensure all points of contact are highlighted: telephone, email, online contact forms, live chat etc
  • Social media links – to encourage customers to connect with you on social media platforms, reinforce brand identity and make feedback channels accessible
  • A sign-up form for a regular e-newsletter – to keep customers up-to-date with new products and promotions
  • Downloadable user manuals/ brochures – to provide as much helpful information about your products as possible
  • Auto-responder emails – to confirm purchases and delivery details, building confidence in your brand and offering opportunities to encourage future sales
  • Product support section – to offer post-sales support either through searchable on-site content or via email, to encourage repeat business, while reducing call centre costs

It may be tempting to prioritise the design of your e-commerce website and think about content afterwards but, as this checklist demonstrates, it’s the content that will make the difference between a one-time site visitor and a loyal customer.