The quality and relevance of the content of a retailers’ webpages can mean the difference between a sale and a bounce. One of the main reasons that people use the internet is to get information about something.
Content, which is the information part of a website, is one of the ‘trade-offs’ that is used by retailers to attract customers to their sites. If it is good, the customers may make a purchases and visit the site again.
The value of good content
According to Drew Hubbard, writing in iMedia, content will only deliver value to a brand if it delivers value to the consumer and consumers are not ignorant of bias when it comes to content.
Drew suggests that consumers want information that is presented in an objective manner and based on documented facts – not a brand’s contorted version of those facts. The best content marketers do their research and cite their sources.
Answering the customers questions
The content of a retailer’s website should anticipate the questions that his/her potential customers will ask. The content should guide the reader to the answer the questions that he or she is seeking as concisely and clearly as possible.
To anticipate the answers that the customers require, retailers should think about the people they are communicating with. If retailers understand their audiences they will know what to write, how much to write, and what vocabulary to use.
Less is better than more
A great tip from Janice Redish is that you should remember that you are having a conversation with real people. Those people bring all of their previous experience and knowledge – and also their lack of experience and knowledge – to understanding what you are writing.
People surfing the web want to get to the answers they seek as quickly as possible therefore retailers need to avoid content that contain unnecessary information that may cause the readers to lose interest and bounce the page.
Visit eBizplan for eCommerce and Digital Marketing solutions.
Redish, J.G., 2007. Letting go of the words: Writing web content that works. Morgan Kaufmann.