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Website Content Goals

Lesson 5 from: E-Commerce Copywriting: The Key to Conversion

Carrie French

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Lesson Info

5. Website Content Goals

Lesson Info

Website Content Goals

website page content is a huge part of SEO strategy and long term brand marketing because it supports the individual products by selling the brand as a whole. With this specific type of content, your top five goals are to one define and unite the overall brand personality. Number two highlight universal benefits that cover your entire catalog. # three Create a Compelling Brand Story. Number four address concerns and number five creating natural navigation for exploration. Most commonly, these goals are achieved through three essential pages home about and contact other common pages to add and expand on our quality sourcing, production team, blog, F. A. Q. History commitments, vision, Mission, charity etcetera. You should note sales copy is not the same thing as legal writing, like privacy policies in terms of service pages and return or shipping policies. So make sure to find a specialist on fiber with legal expertise to help you with that. Alrighty, let's dive into those writing goals...

and take a closer look at strategy. Number one was defined and unite the overall brand personality. So here you're looking to create an initial cohesive impression, you should speak to your end user and the target audience without alienating sub audiences. For example, if the brand primarily sells to women, but the products are technically unisex, you will lean more toward a feminine tone of voice but avoid explicit gender references. Consider your brand as a whole and right umbrella content that covers everything or at least focus on the primary categories. Number two was to highlight universal benefits that cover your entire capital. What are the overarching benefits that you offer for shoppers? Why are you curating this product line? What's the common thread in addition to highlighting bestsellers or featured products? It's also important to showcase and explain the broad scale benefits of what the brand offers as a whole website, content should identify the value of becoming a loyal shopper for the entire brand. The customers should feel emotionally driven to explore the catalog instead of just clicking on a single product. Number three was to create a compelling brand story. What drives you, what sets this brand apart? Why should shoppers care to shop here? And more importantly, why do you care about your shoppers? The about page should not just repeat the name of the brand and literally define basic facts, like what's for sale or when the company was founded? This is a really important opportunity to dive deeper and tell a meaningful story that your target audience can relate to emotionally. When I collect information from my clients to write their about page. I start with this list of core questions and I think it's a really good place to start. That's things like what is your purpose remission? Who is your target audience? What are your points of differentiation? When were you founded? Are you only online or do you also operate with a brick and mortar location? Who founded the company? And what is your experience slash background? What is the purpose and passion behind the brand? What are your favorite things about the brand? Do you have a core company commitments? What are your dreams and goals? As the brandy vaults? Number four address concerns, answer questions and alleviate doubts before they occur as a writer, you should consider all of the potential design weaknesses and customer worries that could prevent a sale. If something is a major barrier, then it's better to be transparent about it and boost brand credibility by addressing that fact openly and directly. However, if it's only a tiny inconvenience, you're really better off not mentioning it at all. For example, there's no reason to say quote warning. Hot foods and liquids may cause the plate to sweat and bead liquid from steam that collects on the coated surface, literally any plate will have the same effect when steam is released by hot food, so there's no reason to draw attention to it. In any case you don't have to use apologetic or negative language. Everything can be framed as a positive. Just make sure you're not being misleading. In the previous example, if the client really wanted me to reference it, I could write quote steaming hot food may cause liquid to beat on the surface of the plate, but our innovative plastic free coating will prevent the table ware from feeling soggy or disintegrating. Number five create natural navigation for exploration, website content should be driven toward calls to action and those action points should be frequent but not overwhelming. Always make sure that they're directly related to the surrounding content so that they're not repetitive or distracting. The goal is to inspire navigation around the site and facilitate a natural journey or funnel. For the reader, Be sure to customize the click buttons so that the action text is concise and clear. It should provoke action, explain what the user wants to do by clicking on the button, not just where they're going. For example, shop now signals a dynamic action, but the word catalog is just the name of a destination. I need to remind you again that content is just one part of the puzzle. You're copyrighting needs to be backed up by focused cohesive branding and responsive modern site design that creates an easy shopping experience. Again, I strongly recommend that you search for help and find a talented designer on fiber who can help with this.

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Writing Exercises
Key Points Summary