How to Create an Effective Content Strategy for a Retail Website
There are many ways to attract more leads to your website and thus increase the number of sales.
Content strategy is not just about creating great content for your website; it is about developing a plan that will help you meet certain objectives.
Your retail website is an extension of your brick-and-mortar store. Your website needs to be engaging and easy for visitors to navigate find the products they are looking for.
Just like planning a physical store, you need to be equally careful when planning your retail website.
These content strategy tips will help you attract more customers to your retail website.
5 Types of Content to Include on a Retail Website
A retail website should always have a blog. It will help provide customers with detailed information about the product and the company’s values. A blog is also a perfect tool for customer reviews so that visitors can get a sense of what other customers think about the products.
Product pages, which provide detailed information about a specific product. They usually provide features, specifications, and price information. In addition, they usually have call-to-action buttons that will take the customer straight to the checkout page if they click on them.
A landing page is much like a product page but it also includes links to other products or promotions and call to action buttons (contact us, buy now, learn more etc.) to increase sales conversions.
Video content is a crucial part of content marketing strategy, if you want to build credibility and increase conversion. Videos help website visitors to get a clear idea about the real quality and size of goods before purchasing them. Most customers admit that they feel more confident when they know what exactly they are buying, so they become more inclined to make a purchase after seeing a video with the product characteristics.
A retail website should also provide guidelines and solutions for customers who need advice on how to use certain products or tips on how to assist with solving common problems that may occur in their day-to-day lives
How to Optimise a Retail Website for Search Engines
Identifying popular search terms and keywords is the first step in optimizing your site for search engines.
You need to identify the keywords that your target audience is looking for. This should be done through keyword research and analysing competitors’ websites and the keywords they are currently ranking for. Once you know the popular search terms, you can start adding relevant content that includes those keywords. You should also think about targeting off-site opportunities like press releases or blogs posts about topics related to your industry.
Internal links: Internal links are links that point from one page to another within your site. You can identify these by using the following tools: Google Search Console, Majestic SEO, SEMrush, Ahrefs.
Backlinks: Backlinks are links from other sites to your own site. Analyze the backlink sources and identify those that have high domain authority.
You need to make sure that you have internal links and backlinks from other websites since it will increase your domain authority and help your website rank higher on Search Engine Results Pages (SERPs).
If a website is optimised for search engines, it means it has a lot of content on the website that includes keywords and phrases that people search for on Google. If your retail website is optimised for search engines, then you will show up at the top of search engine results pages.
Content clusters define content on two or more pages that cover a specific subject area to increase the visibility of a service or product page. Content clusters often centre around one particular page that specifies a certain subject and links back to the main page.
There are different kinds of content clusters that can be included in your web page content such as 1) topic cluster (e.g., under “shoes” there might be sections titled ” trendy men’s shoes,” “women’s high-heel shoes,” and “kids’ shoes for school”), 2) product cluster (e.g., under any one category like “shirts” there should be sections like “short sleeve shirts,” “long-sleeve shirts”) and 3) customer cluster (e.g., under any category like “men”, “women”, “teenagers”, “kids” etc.)
Companies that plan on using content marketing should start by making sure that their website is user-friendly. This includes having a clear structure and navigation on all pages as well as creating content clusters for visitors to find more information about the company’s products or services.