What types of content should your e-commerce website include?

The content you publish on an e-commerce website can be categorized into two main types: informational content, consisting mostly of static pages, and marketing content, designed to boost sales. While both types are created with the user in mind, their purposes differ. Informational content aims to provide valuable information to visitors without directly selling, while marketing content is intended to drive traffic, generate leads, and increase sales.

When it comes to an e-commerce website whose primary goal is to sell, both types of content hold significant value. In this article, we will delve into the distinctions between these content types and explain why they are crucial. By the end of this read, you will gain a better understanding of the importance of content in e-commerce, empowering you to incorporate it into your online marketing strategy.

Informational content: brand or user-oriented

Informational content can be divided into two categories: brand-related and user-related. Brand-related content encompasses various types of information that inform visitors about your brand, such as its history, values, goals, hierarchy, job vacancies, and company events. The purpose of this content is to raise awareness and make users feel like insiders by providing them with insights and a sense of exclusivity.

On the other hand, user-related informational content consists of information that is useful and relevant to visitors who intend to make a purchase. This includes pages like Terms and Conditions, Shipping Policy, Returns Policy, as well as Privacy Policy and Loyalty Program details. All of these pages fall into the user-related category as they offer valuable information to customers who are interested in buying from your website.

Brand-related content

Ideally, brand-related content should be crafted by someone within your team to accurately convey the company's tone of voice, culture, and values in the most suitable manner. However, if you lack the resources to have an in-house copywriter, it is essential to provide all the relevant information to the external company you are hiring. Ensure that you communicate important details such as your company's founding date, the inception of your brand, the underlying purpose behind your company, and how you determined the types of products you offer. By sharing these details, you can enable the external team to create brand-related content that aligns with your vision and captures the essence of your company effectively.

Ensure that you incorporate any notable anecdotes regarding the evolution of your brand and dedicate time to creating a timeline that highlights significant events. This can include the launch of well-known products, important changes in your company's organization or structure, as well as social or cultural events you have organized. Additionally, mention any innovative technologies you employ, and if there are influencers endorsing your brand and products, include that information where relevant.

Brand-related content should primarily be featured on pages such as "About Us" or "Company." It should also be present on pages like "Our History," "Values," "Culture," "Careers," and more. If you are uncertain about what other pages your e-commerce website should include, refer to our previous article titled "What Static Pages Should Your Online Store Include" for guidance.

User-related informational content

This type of content is typically featured on static pages and encompasses all the information that users may require when placing an order. Consider the usual steps involved in purchasing something online: initially, users seek reassurance regarding the credibility of the company, so they review the company-related content. Subsequently, they wish to understand the order process, including the Terms and Conditions, Privacy Policy, and the handling of their personal data upon order submission. These pages provide essential details to instill trust and transparency in the buying experience.

Furthermore, users may also show interest in the Cookies utilized by your website and the Shipping and Returns policies. If there are specific shipping costs associated with international orders, ensure that this information is clearly stated. Additionally, if your online store offers Loyalty programs or discounts for orders surpassing a certain amount, make sure to highlight these details prominently on your static pages.

In the case that your e-commerce website includes a blog, consider creating a dedicated section for company news and events where you can publish both company-related and user-related content. Inform your audience about any special events or causes that your brand supports, which may resonate with your ideal customers.

User-related informational content can be classified as either evergreen or time-sensitive. Time-sensitive content may be applicable when you participate in an event and encourage users to join. On the other hand, evergreen content encompasses topics like the Shipping Policy, which remain relevant over time.

In the next section, we will delve deeper into the discussion of marketing content, where we will explore these two content types in greater detail.

Marketing content: user-oriented and adapted to the sales funnel

In contrast to informational content, marketing content is strategically crafted with specific goals and metrics in mind. Its purpose is to generate website traffic, attract new visitors, persuade and convert them into customers, and ultimately transform them into brand advocates.

Marketing content permeates various sections of an e-commerce website, starting from the Home page to category pages, product pages, and the checkout page. It also extends to the blog and all marketing materials available for download on the website. Even elements such as the copy on the Call to Action (CTA) button urging users to subscribe to a newsletter qualify as marketing content. Headings and subheadings on the blog, content in the footer and main menu—all of these components work together to streamline the user's journey on the website, making it more concise, user-friendly, and geared towards conversion.

Homepage content: write, design and structure for UX

When strategizing marketing-oriented content, it is crucial to consider how visitors or potential customers progress through the sales funnel. Every element you write, design, and publish, along with the overall structure, functionality of buttons, and redirecting links, should be created with the goal of driving sales.

For instance, if a visitor clicks on a category or promotional banner on the home page and is redirected to a product page, that page should facilitate the customer's purchase decision. The text on the product page should clearly highlight the key selling points and benefits of the product. The design should be clean and well-structured, while the buttons should be visually distinct from the background to encourage customers to click on them.

In essence, the entire experience should be optimized to guide customers smoothly towards making a purchase. The content, design, and functionality should work together seamlessly to promote the product's appeal and facilitate the conversion process.

An intelligent approach is to utilize tools such as heat maps, which provide insights into visitor interactions on your website. By analyzing this data, you can gain a better understanding of how effectively your marketing content is performing.

However, it's essential to recognize that user experience (UX) encompasses more than just colors, button shapes, and page structure. Factors such as website loading speed and trust-building elements are equally crucial. If your website loads slowly or lacks elements that instill trust in first-time visitors, you may lose out on potential clients who are hesitant to share their personal information due to a lack of confidence in your website's credibility.

Therefore, it is vital to focus on optimizing not only the visual aspects but also the overall user experience, ensuring that your website is fast, secure, and trustworthy. By attending to these aspects, you can enhance the effectiveness of your marketing content and improve your chances of converting visitors into loyal customers.

Category and product pages: write with SEO and CR in mind

Just like the homepage, the category and product pages should invite customers to buy or take another profitable action.

Marketing content should be crafted with the goal of driving conversions. If your conversion rate (CR) falls below the industry average or fails to improve despite continuous marketing and promotional efforts, it can be beneficial to explore the use of Conversion Rate Optimization (CRO) platforms or tools. These tools can provide suggestions for enhancing conversion rates by making necessary changes to your content.

Additionally, conducting research to identify which terms are more likely to lead to conversions in your language can be advantageous. Consider whether incorporating more action-oriented verbs in your Call to Action (CTA) or focusing on the benefits and advantages offered to your customers would be more effective. Understanding the language nuances and psychological triggers that resonate with your target audience can significantly impact your conversion rates.

By leveraging CRO tools and conducting thorough research on conversion-driven language, you can optimize your marketing content to increase your chances of converting visitors into valuable customers. Also, check our Ultimate Guide on CRO Mastery.

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A useful approach for product pages is to incorporate different tabs or sections that provide a comprehensive overview of the product. These tabs can include a general description, features or technical specifications, and a separate section dedicated to customer reviews. This structure is valuable because it recognizes the significance of "social proof" in influencing purchase decisions.

Customer reviews serve as a form of social proof, offering potential buyers reassurance and confidence in their decision-making process. When visitors see that others have already purchased the products and expressed satisfaction, they are more likely to be encouraged to make a purchase themselves.

By implementing separate tabs or sections for reviews, you provide an easily accessible and prominently displayed platform for customers to share their experiences. This design enhances transparency, facilitates trust-building, and contributes to the overall conversion optimization of your product pages.

Blog content and downloadable materials

Lastly, having a blog on your e-commerce website can be advantageous, particularly in certain niches. While it's not obligatory, a blog can generate organic traffic if you optimize your content with appropriate keywords. For instance, if you sell travel bags, creating a travel-related blog with advice, suggestions, hotel reviews, or articles by travel bloggers can attract visitors and increase your online presence. This can also aid in social media promotion and potentially garner endorsements from micro-influencers.

When it comes to blog content, it's generally best to avoid overly promotional material. Instead, focus on providing valuable information to potential customers or assisting them in solving the problems that led them to search for your products in the first place. For example, if you sell beauty products, you can write about different types of creams or cleansing products suitable for various skin types and offer a series of helpful articles on skincare.

No industry is too dry or dull to create interesting content for. Feel free to unleash your creativity and conduct research to identify popular search queries. Explore online communities and forums to discover common questions and concerns and address them in your blog posts. Develop user guides or buying guides, and offer downloadable and printable materials that provide genuine value to your customers.

For electronic devices, you can create useful user guides, while for kitchen appliances, you can develop entertaining downloadable materials like a short recipe book if you sell cooking machines or kitchen tools. The possibilities are limitless, and you can even collaborate with bloggers and micro-influencers for guest posts.

We hope that this article has shed more light on the importance of content for your eCommerce Journey. If you want to make your content efforts even more fruitfull, please check our Marketing Suite, with its help you can leverage your content and reach more potential clients with ease.

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