Give Your Online Store an Amazing Content Makeover
by Tim Rimington
There are times when a website needs a fresh approach to its product pages to keep things fresh and interesting. Here's a thorough checklist to ensure that your online store remains the best in its class!
Every Shop Category page of your website should tick the following boxes:
- A category image banner positioned at the top of the page. This banner represents every product in the category.
- An emotive category page heading that describes the products, as a whole, within the category. Most important keywords placed towards the beginning of the heading.
- A short and succinct paragraph that describes the category; approximately 250 words is sufficient.
- The heading and paragraph text are both written for customers but appropriately 'weighted' for search engines, i.e. the important keyword/s and/or phrases positioned towards the front of the heading and paragraph, and made easy to read.
- Refrain from re-styling text with large font sizes, colours and typeface. Allow your website’s CSS text styling to do the heavy lifting for you. This ensures that each page is a consistent style across your store.
Every product page of your store should tick the following boxes:
- A short, succinct product title with the product’s most descriptive components 'weighted' towards the front of the title.
- A product’s product code or catalogue number is not a suitable title unless it’s a key component of the product’s marketing. Nonetheless, if the product code is critical, still include a description of the product somewhere within the title, e.g. “Yamaha RX-5000 5000cc Off Road Motorcycle”.
- Write emotive text that describes the product and offers a balanced 'features and benefits' style of writing.
- Two sentences do not constitute 'emotive copy', nor does a list of product specifications. Get creative, get inspired and write from the heart and write to your customers, addressing their 'problem' with 'solutions'.
- Think of your pages as a newspaper: write the most important 'story' at the beginning of the page, and break the page down into sections to present the remaining information. Give each section a suitable heading such as 'specifications', 'what customers are saying', etc.
- Include professional images that are no smaller than 700px wide. When uploaded to your product’s image gallery, an image of this approximate width will display nicely across most mediums such as tablets, desktops, etc.
- Create and upload additional images if your product has a single image. Customers can’t hold the product in their hands so reduce their need for imagination by uploading up to 6 or more images. Include video if you have it.
Begin with your shop’s first category, and slowly work your way down the list until you’ve given each category and product page its suitable overhaul. Don’t cut corners – take your time and work methodically through your store’s categories. The end result will be a 'fully stocked' store with lots of images and amazing page content!
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