Add more value to your online store with quality content

Copy for the sake of copy isn't going to get you results, but these things will

22 Jun 2022

In the billions of searches on Google each day, an estimated 25% of people will click the top result. But what are they clicking on? Often, it’s marketing content from brands just like yours. So, how can you make sure people find your product or service rather than a competitor’s? Simple – by making sure your content pages are filled with high-quality content. It adds value for your customers, and you’ll likely see a broader following and a rise in SEO ranking too.

Let’s start with the low-hanging fruit that will dramatically improve your content’s value:

About page – your story

Usually, the about page is one of the most visited pages on any website. Sharing your business journey will help build trust in your brand. People tend to respond positively to vulnerability and honesty, so don’t be shy. How can you improve it? Talk about your audience – not yourself. It’s human nature to be concerned with our own problems.

Here’s our advice:

  1. Your first sentence should directly address how your business can help your readers overcome a challenge they might have.
  2. Include customer reviews to further build trust in your brand.
  3. Use different forms of media. Photos, graphics, videos – make your about page a feast for the senses.
  4. Tell a good story. Even if you don’t have an interesting one, it’s about being relatable, so focus on what makes you human.

Careers page – are you hiring?

If you want to attract quality candidates, think carefully about the information you put here too. More than 63% of job seekers say that a company’s career page is their most valuable resource when looking for more information about a brand. If the information is subpar, the best people will likely go somewhere else.

Here’s how to optimise this page for SEO:

  1. Make it easy to find. Add it to the footer of your website and give it a logical page name. For example,
  2. Keep information clear and concise. Avoid crowding the page with too many words or long paragraphs that scare people off.
  3. Easy navigation. Potential candidates should easily find the information they’re looking for. Use clear job titles and jump links to shift quickly between jobs.
  4. Share your culture, mission and team. You need to sell your company as a great place to work. Do you have good benefits? Good parties? A coffee machine?
  5. Use keywords in your job listings to directly target SEO search terms.

Legal pages – the boring (but important) stuff

Shipping and Return Policy

Most people aren’t inclined to read lengthy legal copy. We don’t blame them, but it’s all necessary for you and your customers’ protection. Divide your policy into smaller parts and adjust the tone to match your brand. This will make the document easier to read, while still providing you with legal protection.

Also, strict policies can be a huge deterrent for your customers. Up to 68% of shoppers check exchange and refund rules before making a purchase. So, try to make your policy as customer-friendly as possible. Using words like "free," "easy," and "no-hassle” will help increase conversion rates.

Privacy and T&Cs

These are a must for every online store. Your privacy policy should explain how you’ll protect or use your customers’ personal information and data (e.g. advertising, cookies, emails) and whether or not it will be shared with third parties. You must strictly adhere to your privacy policy.

Terms and conditions outline the rules for your website, and having a well-drafted T&Cs page can help you avoid legal drama in the future. For example, disclosing your intellectual property will help protect your asset.

FAQ page – answer your most common customer queries

This page adds value by giving customers one easy place to have all their questions answered. Not only will it make their lives easier, but it’s also a chance to directly answer all those questions being typed into Google. This will help organically improve your SEO.

As an important part of your customer service, you need to be thoughtful when choosing and answering these questions. Here’s a good checklist:

  1. List questions that are commonly asked by your customers.
  2. Cover important topics like product info, shipping and returns, business hours, prices and more.
  3. Provide a clear, honest and friendly answer for each question.
  4. Encourage customers to take the next step in the buying process by including calls to action in your answers.
  5. Organise questions by category to make it intuitive for customers to find the answers they’re looking for.
  6. Include an FAQ search bar to improve ease of use for your customers.

Contact page – let’s chat

For many small businesses, the contact page serves as the lead driver of a website. Don’t underestimate its importance – if a visitor is on this page, they’re trying to speak with you or ask some critical questions. Your contact page should include information like a phone number or email and a form or booking calendar (make sure they all work!) But, there are two things you can do to ensure the contact page is working overtime for SEO and better conversion:

  1. Put the most valuable copy (contact information) above the fold.
  2. Use obvious CTAs that tell people exactly what you want them to do, for example, “Chat now” or “Email us”.

Quality content is SEO king

No one wants to read a boring website – not even Google. The best way to improve your SEO is to think like Google. Scan your content to make sure it all serves a purpose, even on policy and FAQ pages. The faster and easier customers can find what they’re looking for on your website, the higher Google will rank you on its search pages.

At Solutionists, we know what it takes to build a premium online platform that drives exceptional results. Need help optimising your online store? Talk to the experts at Solutionists today.




Emma Collis

date published:

22 Jun 2022