Allrighty, you want to boost your e-commerce website to start making sales, here’s some more easy tips. If you’re a completely new site, I suggest you read my previous SEO starter pack tutorial, which basically goes over connecting your business to google services, creating your first back links and ensuring your website is fast. I’m also going to assume your website structure is good (I won’t get into site structure but you can read this post by John Romaine of SEO Point to learn more). Now, without further delay:
Tip 1) Create Excellent Long Tail Descriptions for All Your Products
You’ve probably heard this before, but I can’t emphasise it enough. Your writing needs to be superb on all your pages.
Just last week I was reviewing a e-commerce site that sells protein powder (My dog is licking her lips but that’s from the beef she had before).
The product description was literally “1kg Whey Protein Powder, 30 serves. Made In Australia”. Do you think a description like this will a) Sell or b) Get ranked on Google?
My advice to this client was to vastly improve the product descriptions. Here’s a better description the client came up with:
“1kg of Certified Australian made protein powder. This is a milk based whey product, healthier than heavily processed soy and pea varieties. We pride ourselves on maximising protein content, while having minimal amounts of sugar and carbohydrates. We do not use any artificial flavouring and encourage people to add stevia or honey for additional sweetness. There’s nothing else inside, give us a call if you have specific dietary questions”, and went on to include information about whether the protein is vegan, kosher, what certifications it had, expiry information, bulk buy information, nutritional info, recommended recipes, manufacturer info, etc.
Notice how it’s much more compelling, accurate and engaging?
In Summary: your product description should be as long as necessary, and contain all the relevant information about your product that may be salient for your audience. In the above example. The long tail descriptions are excellent for search engines, to understand your product, and also for humans searching for specific protein powder.
Tip 2) Include an FAQ or Review Section For Your Products/Services
The main advantages of this is to enhance user engagement as well as increase the amount of information on your website. You might sell the best electronics in Australia, and your website is going to back you up on that, but no one cares about you. They only care about what you can do for them, and what happens if they team up with you.
People generally want social proof of what you’re like, have you asked your friends or family “Do you know a mechanic around here that won’t rip me off?“, it’s the same psychology applying here. So include a review and FAQ section that the public can contribute to, if your products are good, then you’ll get mostly positive feedback, and you can address the odd negative review, and others will respect the fact you’ve tried to help this person. A review section allows people to understand what your product has done for other people, and be better served to judge what it can do for them.
Lastly, you’ll improve the user experience and trust between you and your prospective customer.
Tip 3) Create a Huge Array of Media & Momentum
Look, you’ve already got shit loads of work to do. If that doesn’t keep you busy, it’s time to start experimenting with your marketing. It’s hard for me to give advice to ALL e-commerce types of websites, so I’ll keep it general. Overall, find the easiest ways to generate media and momentum. Here’s some tips I’ve helped clients employ over the years:
- If you’re a florist, instead of just selling one lot of flowers, create a page specifically for wedding flowers, funeral flowers, mothers day flowers, essentially generating ways to sell more products to less people. Offer a fashion magazine company a free flower set for a photo shoot, in exchange for a backlink and photography.
- If you sell Healthcare booking software, you could target a local clinic and review their website. Write them a personalised, signed letter in the mail, include screenshots of their booking system, and how it could be improved to benefit both the business and the customer. Provide them value, “I noticed your existing booking system does not work correctly on mobile devices and does not email a reminder for those who half filled in your form, your website administrator should be able to fix this easily”. If someones truely interested, they’ll chat to you, and writing letters cost $1, maybe only one in two hundred will work, but it’s easy enough to send out 10 a day.
- Get creative. There’s honestly so much you can do, podcasts, videos, asking clients for video testimonials, run competitions, send trials, phone people that have bought your product just to chat, talk with local suppliers.
And that’s it really, just keep contributing to the quality of your company information, and offer resources for your customers, in time, customers and Google will love you.