E-commerce content strategy: 10 ideas and tips

Implementing an e-commerce content strategy is an essential element in making your online store known.

Your content must be qualitative and optimized to be well referenced on search engines, but also to stand out from the competition, improve your brand image and increase your notoriety.

The objectives of a good content strategy are multiple, as are the challenges. Here are ideas and tips for implementing an e-commerce content strategy.

5 ideas for implementing an e-commerce content strategy

A large part of your content marketing is on your website. Without an optimized and detailed site, your content will not be valuable and will not convert customers. There are also a few other ways you can create engaging marketing content. You will see your traffic increase, and your interactions will become more interesting.

1. Write complete and SEO-optimized product sheets

Your product sheets aim to convert visitors into buyers, but not only that! They will help develop your online visibility. They also serve to showcase your products from different angles.

What should you find on a quality product sheet:

1. High-quality visuals with photos of your featured items, generating interest;
2. A detailed and complete product description that answers customer questions, and above all SEO optimized;
3. A catchy title;
4. A clear price;
5. Options that can be added quickly and easily;
6. Reassuring information (delivery time, payment methods, etc.);
7. A quality call-to-action is this step that makes the purchasing action a reality.

Tip: remember to put yourself in your audience’s shoes to complete your product sheets effectively. Answer the questions and beliefs in your description to activate action.

2. Design clear category pages that convert

Your category pages define the different product categories you offer. These pages are also very important for moving up in search engine rankings. So, the more optimized and efficient they are, the more you will appear in the first results.

What are the essential elements of a category page?

• A custom title coupled with a title tag;
• A very well written meta description;
• A user-oriented text;
• The presence of main and secondary keywords;
• An attractive visual;
• The integration of an internal link: create a cross-link between your subcategories which have the same main category.

Tip: Depending on your products, you can integrate a presentation video to attract Internet users. This format is very popular.

3. Create relevant blog posts for long-tail traffic

Maintaining a blog on your website is essential in a content strategy. And your articles represent the showcase of your brand. It is therefore essential that it is of quality and optimized.

This is why it is interesting for you to position yourself on long tails (optimization technique where you position yourself on a term of 3 words or more).

What are the essential elements for a successful blog post?

• A neat and attractive title: your title is also your Title tag, it must be short, precise and attractive;
• A catchy introduction, which arouses the desire to continue reading;
• Well-written content, well formatted with titles, subtitles, and keywords;
• Your images and links must be optimized;
• Key and relevant information must be placed at the beginning of the paragraph. Your text should contain short paragraphs and hierarchical information;
• Your blog post must be personalized according to your target

Tip: for a blog to be alive, it must be animated regularly. The more articles you make, the more traffic your blog will get, provided your content is relevant!

4. Create an effective landing page for lead generation

A landing page is actually the landing page of your website, or more simply, your home page. This page is clearly at the heart of digital marketing strategies.

Indeed, following a Google search, let's say that an Internet user clicks on your site. It automatically arrives on your home page. If the key elements are not met, your potential customer risks visiting a competing site.

The landing page is therefore essential in natural referencing, just as for inbound marketing .

What are the key elements of an effective landing page?

• The call-to-action: you know, this button that you find several times on a website page: “Buy now”, “Discover the universe”, “Contact us”… This button must be placed at the right time and right place on your landing page. If this is not the case, your conversion rate will not be good!
• A clear, concise and attractive title: it is the introduction to your offer. It must be relevant and attractive.
• A form: it must be quick to complete and short. Internet users may hesitate to provide their data, curiosity must be aroused.
• High quality visuals, corresponding to your universe, which makes you want to go further on your site.
• Clear, concise and impactful content: the home page must highlight your offer. What is the added value of your offer, its objectives, etc.?

Tip: the call-to-action, title and form must be in the first visible part of your site. That is to say, the part that the Internet user discovers before starting to scroll.

5. Write an “about” page to create a connection with your customers

The “about” page allows Internet users, potential customers, to find out more about you. They find out who is behind your online store. It's a way to create a bond with them.

How to write an “about” page?

• It must be visible: it can be integrated into your main navigation bar or in your menu.
• It should be simple, starting with the title of the page. Search engines immediately understand “about”. If you change the title to be funnier or more authentic, your page may be poorly ranked. In addition, people who do not know your world may not make the connection and therefore not go and consult it.
• The most important information should be present in the first lines: who you are, what you offer, how you can help (talk about your expertise).
• It must be readable: prioritize and highlight the different parts: my journey, our team, our history, etc.
• Media content, like videos, is loved by Internet users to discover behind the scenes.
• Get straight to the point, talk about the facts and show the “personality” of your e-commerce. Don't tell too many stories, they won't be read! Base yourself on impactful facts, figures, etc. The tone given should reflect your personality.

Tip: a video presentation of your online store is very representative: customers feel you through the images, they inspire confidence in them. Additionally, a video format offers a total reflection of who you are.

5 tips for implementing an e-commerce content strategy

Essential tips for an optimal e-commerce content strategy:

6. Create an FAQ and integrate certified reviews

The FAQ provides answers to the most frequently asked questions. It is essential to reassure your customers. It is also a guarantee of knowledge of your target: a well-completed FAQ will be appreciated by Internet users, as well as by search engines.

Certified reviews are very important today. Search engines love them, and above all, they are an effective lever for your potential customers. These reviews pass through secure, safe and certified platforms, a guarantee of trust for Internet users. Don’t hesitate to ask for your customers’ opinions in your marketing mailings.

Example: Your certified reviews should be at the bottom of your landing page. As soon as they arrive on the site, your visitors see your rating and the reviews of your customers. This is reassuring and positive reviews invite potential customers to go further.

7. Vary content formats

• Text ;
• Image ;
• Video ;
• Podcast;
• White Book...

Some examples :

• Create product presentation videos on your product sheets;
• Create attractive images, which give real meaning to your text and your universe;
• Create a detailed product guide;
• Create a presentation video of your store, your team or yourself;
• Create optimized, attractive and relevant content.

8. Integrate your different categories at the bottom of the page

This tip creates a quick link to all product categories. It encourages the Internet user to visit your website. Quick and easy access will positively impact your conversion rate.

Example : The Internet user looks at a product. Below the latter are the other categories of your website. You attract their curiosity by creating a need in the visitor during their navigation.

9. Regularly analyze your traffic to adapt content

A website must be monitored daily. Analytical data allows you to practice competitive intelligence in addition to knowing your customers and their motivations.

You will be able to best adapt your content and your new products by analyzing visits.

Example: you notice systematic cart abandonment on the same product. In reality, you realize that you can increase the quality of the corresponding product sheet. Your description is not detailed enough, your photos are not of high quality… This data is very important to adapt your content according to your traffic.

10. Highlight your collaborations and social networks

• Do you practice influencer marketing? Integrate your influencers on your website. Use their notoriety to increase your visibility.
• Make a direct link to your social networks from your landing page. Internet users spend a lot of time on networks. You give yourself the chance to be visible on the networks and thus remind them of your presence via your stories, posts, etc.

Example: From small brands to the largest, influencer marketing has become an essential strategy. Put a photo on your website of the influencers with a phrase like “They trust us”. Their power of persuasion is incredible!