Content is one of those things that can make or break any online business, yet it’s something people consistently leave to the last minute. Often people will spend months designing their website and then even longer on the marketing campaign, but adding content to the site will be the job of the intern! What’s even worse than some junior person adding content is copying the text straight from the company brochure! Text for a brochure and a website are completely different.
One of the biggest mistakes I see is ecommerce sites that only have technical information that the business received from the manufacturer on the product page. Yes, it’s important to have the technical info there if you need it, but the main purpose of the product page is to inform with bite size pieces of information. It’s easy to be overwhelmed with too much text, so condense it down to the essentials.
Some people think that text is the only way to get information across, but a video is often much better and much more entertaining. Instead of 1000 lines of technical data put up a video of you using the product and explaining why you like it, this will always be more engaging than a document.
Allowing user reviews is scary to many stores as they are worried what people are going to say. However, if you moderate them properly they can provide a real insight to anyone thinking about making a purchase, because it feels like an un-biased opinion, and that’s what the internet is all about.
Making content for any site can be boring but, if it’s boring for you creating it, then I can bet its boring for whoever is reading it. The truth is: there’s really no shortcuts to making money online, put in the effort early and you will find the benefit in increased sales and orders down the road.
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