Stand Yourself Apart From Competitors
If you fail to take a considered approach to writing content for your website, the end result will come across as generic. You will seem like just another fashion retailer, or just another digital goods supplier. After all, many businesses sell the same stuff and operate in a very similar way. The written content that you produce, therefore, is a crucial chance to set yourself apart from the competition and present yourself as an exciting, unique brand.
In a dense and competitive online sphere, content serves as a special opportunity to connect with customer, to tell stories, and invoke a tone that customers can relate to. Poorly written, overly wordy text causes people to click away, so getting this right is tricky but vital. If you can align the tone of your writing with the wider tone of you and your business, you give customers a neat, integrated user experience that feels professional and streamlined. All the major companies are superb at doing this. Nailing content in this way puts your ecommerce website miles ahead of the competition.
Use Multiple Channels
There are so many different channels from which to communicate the essence of your brand to customers. Regularly updating a blog, using the keywords that apply to your website, gives your business a much higher chance of climbing Google’s search engine rankings. Blogs also enable you to link back to other parts of your website, or even link with other blogs, who will in turn provide links to your blog, thereby giving your brand a strong platform to reach new customers on Google.
And then, of course, there is social media. If you are not using these platforms to stay in touch with customers and make exciting announcements regarding promos or new products, then your business is missing out. Facebook, Twitter, Instagram, LinkedIn, Pinterest – these are just some platforms that can help your website grow. With DotGO’s ecommerce website design system, you can design fantastic buttons that provide clear links to your social channels.
Having a strong social media presence across multiple sources, like all major online shops, convinces customers that you are a credible, professional business with several dynamic sources of content. The most important thing is to remain active online: answer questions on Quora; comment on other blogs; take part in forum discussions. This enthusiasm will rub off on your customers. And it serves as a free and simple way to stand yourself apart from the competition.
Maintain Consistency Across Platforms
What makes a great digital experience? What is it about the big dogs like Amazon or ASOS that make customers feel like they are in great hands? Well, one thing that any successful online shop relies on is ensuring that their brand and messaging is consistent in its character and crystal clear across every aspect of their store, from the home page to its social media channels. If the style and tone of your content is the same across all channels, you are continually reinforcing the unique nature of your brand in the mind of the customer.
Think of it like this: your customers could potentially see your brand firstly on their mobile, then on Amazon, then on social media, and then on your actual ecommerce site. If there is not perfect consistency with content in each iteration of your brand, your customer is very likely to disengage. Having multiple channels for your brand means very little if you fail to ensure perfect consistency across each one.
Clarity Is Key
People do not have the time, nor the inclination, to read a large amount of text when they are scrolling through a website. In the age of endless scrolling on multiple channels, people have become conditioned to skimming text as opposed to reading it. As a result, you need to adapt your content accordingly by ensuring that clarity, above all else, is the most important characteristic of your written content.
Language must be concise, simple and easy to read at all times. This especially applies to all key information about your products and brand, which must always sit at the top of the page. Your customers, remember, are only skimming this content – make sure that the crucial stuff sits right at the top in unambiguous language. Calls to action are a great way to pull people in, but only if they are short, snappy, and included in a nicely designed button that is clear to see. Otherwise, your calls to action will be roundly ignored.
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