E-Commerce Basics: Providing Great Content To Drive Customer Sales

Want to turn visitors into customers? Make sure you have good content on your web site. Here are some ideas published in the December 2009 issue of “Entrepreneur”:

- Use a casual narrative voice such as we and us rather than your business name or simply “the company”. This just makes you seem approachable rather than formal.

- Focus on Benefits to the visitor. Make sure that you include how a specific product would benefit a consumer rather than just describing the product. Focusing on benefits of a product makes a much more powerful statement and may sell a product.

- Write in common, everyday language. For instance, if you are selling a technology product, don’t use “techspeak”. Readers need to understand what your are saying within seconds or they won’t buy. Use plain language.

- Less is more. Don’t create too much on your web site or it will be overwhelming. A standard web page should include no more than two or three paragraphs. If you have more content for a particular page, think about creating another page or subpage.

- Speak directly to the reader. Address your audience directly such as using the words your or you in text. This casual approach is becoming a web standard and shows customers that you care about their needs.