As retailers work to appeal to online shoppers as well as brick-and-mortar customers, optimizing website content is key. Good website content is the difference between a customer clicking the “buy” button and a customer looking at the product page briefly and then leaving. At the Companion Group, we work hard to provide retailers with as much accurate and useful digital content as possible. Here’s what we’ve learned:

1. Cover the basics. Many online product listings contain inaccuracies, like incorrect dimensions or the wrong model number. Before investing a lot of time in styled images or video shoots, make sure the basic details are A-OK.
2. Include great pictures. Some customers will take the time to read the bullet points and product descriptions, but even the most passive, least engaged customer can’t help look at the images. An image of the product by itself against a plain background is usually necessary, but don’t stop there. Styled images showing the product in use make it easier for customers to see themselves using the product at home. Make sure the images are high resolution so that customers can zoom in and really feel like they’re exploring the product, just like they would in store.
3. Make sure product information anticipates customer questions. Does the product need batteries? What material is it made of? How heat-safe is it? Answer the question up front, and reduce any hesitation customers might feel before hitting “buy.”
4. Leverage video. Video won’t be necessary for every type of product listing, but it’s worth investing in for newer products. Our videos explaining our pizza ovens (Pizzeria Pronto Stovetop Pizza Oven – PC0601, Pizzeria Pronto Outdoor Pizza Oven – PC6000, and PizzaQue Outdoor Pizza Oven – PC6500) do double duty: they allow us to highlight product features, but they also answer questions customers might have about how to turn on the oven, or place their pizzas inside. Great videos sell the product and educate the customer at the same time.
5. Optimize search terms. A recent report of digital content on top retailers found that important keywords were missing from meta tags for several products, which prevented the items from showing up in Google search results. Having search terms embedded in product content is the difference between a steady stream of traffic vs. none at all. Think of keywords as laying the groundwork for the rest of your content. The right keywords will bring in customers who are ready to buy, and allow them to benefit from the product descriptions and images you’ve already worked on.

Lastly, keep in mind that boosting product content is an ongoing process, one that doesn’t have a clear end point. The best content strategies will include regularly updating content and staying on top of industry trends. Specific times of year call for enhanced content strategies, particular the holiday season and the start of summer. It’s all worth it; if you pay attention to your digital content, both you and your customers will reap the benefits again and again.

Daniel Replogle

Daniel does business development and marketing at The Companion Group. When he isn’t writing you can find him rock climbing or doing ceramic artwork.