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Many people, when deciding to open an online store, focus only on its range. Of course, the above-mentioned one is one of its most important elements, but not the only one. Content, i.e. the content on the website, is equally important. It is precisely it that is the key element that prompts customers to make a purchase decision. As it turns out, bad content of an online store may not only have a negative impact on its image, but also have many other negative effects. In this article, we will talk about the most common errors in the content of an online store and how to create high-quality content that will support sales and avoid problems.
What content do you need in the online store?
Each online store should contain a few necessary texts. Some of them will make it easier for customers to buy in it, while some are a legal requirement for owners. Below we indicate those that are the absolute basis.
First of all – regulations
The first of the texts that is obligatory for every online store is its regulations. The above-mentioned is nothing more than a set of rules that apply to it. By publishing the regulations in the online store, the information obligation towards customers is met, and also regulates the rules of shopping. A good solution is to oblige the customer to accept it before starting to make purchases. Thanks to this, it will be possible to show that the customer has been informed about his rights and obligations, as well as about the rules for purchasing goods.
Third – cookies policy
Fourth – descriptions per page
The website of each online store should contain content informing customers about the company and the range it offers. This is important for several reasons. Firstly, it allows customers to get to know a given company better, and secondly, to inform search engines about the products in it. When creating content for your online store, remember about SEO principles. Thanks to this, it will be possible to achieve high positions in search results.
Fifth – FAQ
This is where the most common questions asked by customers and the answers to them should be placed. If they did not appear, you can create them yourself. It is enough to consider what the client may be interested in or what may raise his doubts. By placing a FAQ on your website, you can dispel all customer doubts without having to talk to them or reply to e-mails.
Errors in the content of the online store
Many owners of online stores, especially small ones, do not pay attention to the content posted on their pages. We are talking about those available on the main page of the store as well as product descriptions or the “about us” tab. As a rule, it results from the lack of knowledge about the rules prevailing in the network and the belief that only the product counts in sales, and the written word does not matter in the slightest. This is obviously a big mistake, and errors in the content of your online store can have smaller and bigger consequences.
Errors in the content of the online store, which can be found extremely often, are duplicate texts. The above-mentioned ones can be found most often in product descriptions, especially when goods of other brands are sold in a given store. In such a situation, many sellers copy the above-mentioned from the manufacturer’s website.
Inconsistent with SEO
Another error that is noticeable in online stores is the content’s non-compliance with SEO principles. This is about not using keywords and creating too long sentences. It is also a mistake to put keywords in the texts too much.
No content on the home page and subpages
Many online stores do not post content on their website. They focus only on products that often do not contain additional descriptions apart from the name and technical data. Such stores will undoubtedly be ignored by Google’s algorithms, and thus their positions in the search results will be low.
Bad online store content – consequences
Bad content of the online store will undoubtedly contribute to the fact that a given website takes low places in the search results, which will translate into a small number of customers. In addition, due to the lack of essential information about a given company, the range it offers, as well as high-quality product descriptions, customers may resign from making purchases in such a store. Importantly, failure to take into account the mandatory texts that were discussed in the first part of the article may result in a penalty being imposed on the store owner.
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