High street retailers have a major advantage over their online competitors; their customers can see, feel and touch their products and talk to someone about them there and then. 
In the world of Internet retail, there are no roaming sales people to have a chat with and no product displays that you can interact with to get a feel for what you’re buying.
That’s why it’s important you get the right balance of content on your website to give your potential customers all the information they need to buy.
4 basic types of content
Some people react better to text, others to images, some videos and then there’s those that love to read reviews. That’s why your website’s content must be a mixture of all of them.
Product information
Your product information copywriting is going to be the main information source for your customers.
It must primarily focus on the benefits the product offers, but also provide everything they need to know about it: size, colours, functionality etc.
A great way to do this is using a mixture of detailed information, high quality photos and customer reviews.
FAQs
The humble frequently asked questions page is a gold mine of information for your customer. List every question your customer service team is asked to make sure you provide a comprehensive range of questions and answers – even the really tough questions.
How to guides
A bit of educational content will add extra depth to your website. The best way to create ‘how to’ guides is by using video. Short explainer videos can get lots of information across in a very short space of time. You could also opt for a series of images showing step-by-step instructions.
Ratings and reviews
I’m sure you’re fed up with hearing this rather hackneyed phrase, but people really do buy from people.
Customer ratings and reviews give your customers an unbiased view of the product, helping them decide whether it is right for them.
If you have all these elements and wrap them up in a way that is entertaining, informative and shareable, your business will go far.
Why shareable?
Well, if your content is useful and people share it with their friends, they are doing your marketing for you, or friendvertising.
Take a look at your website and see what content you’re offering. Are you ticking all the boxes or are you missing some?
Perhaps there’s another form of content I’ve not thought of that you use to great effect? If so, leave a comment below and tell me what it is. I’d love to hear from you.
Author: Sally Ormond, copywriter at Briar Copywriting Ltd, cyclist, Pinot Grigio fan and very partial to Rowntree’s Pick’n Mix
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