Does Your B2B eCommerce Storefront Feature Content That Will Drive Sales?

Content is an extremely important part of any website, including your B2B ecommerce storefront. Of course content is obviously important because, without page content, your page would be blank…and that just wouldn’t make sense. But page content is much more than filler for the website; it is an integral part of driving web traffic, generating leads, and closing sales.

While thinking about SEO (search engine optimization) is crucial to driving traffic, well written and meaningful content is becoming more important, are your sharing the right type of content on your B2B ecommerce storefront? Content that not only makes search engine crawlers happy, but your site visitors too?  Here are 5 different kinds of content you should consider for your storefront.

1. Product/service description. This could be the first information your page visitors see and should represent the same information your sales team would lead with. Briefly describe what the product/offer is, what it is used for, and the problems it solves. Be sure to make this catchy without being overly “fluffy”.  Your sales and marketing team should be able to supply you with the copy needed for this.

2. Product/service details. This is where you can get less catchy and right down to what matters. This includes details such as weight, pieces and parts, shipping costs, what’s included with purchase, architecture, warnings, restrictions, dimensions, and over relevant information. Look at your printed materials, catalogs, spec sheets, trade show materials, and other information to quickly make up this content. If you do not manufacture your own products, the original manufacturer is sure to have this information somewhere; you just need to ask for it.

3. Visual elements.  Visual elements should be used throughout your B2B ecommerce storefront, both those used for marketing and for sale of the product/service.  Put thumbnail images of your product by the listing to help visitors identify the product and then use even more once they drill into the product details page, use photos of customers using your product/service, use images to draw attention to new products, promotions, etc.

4. Video. Videos are another visual element of your site and help show visitors exactly what your product/service does, how to use it, etc. There are a number of different types of video content you can use on your site including the following:

  • Product demos
  • Educational videos
  • Customer reviews
  • Trouble shooting
  • Commercials
  • Interviews with industry experts
  • Customer testimonials/reviews

5. Customer testimonials. Customer testimonials are a great way to prove to your visitors that you do your job well and people are happy about it. Whether you decide to have a whole page dedicated to customer testimonials, put them on product pages, or just have a few scattered throughout your site is entirely up to you.

Always be sure you are writing and creating content not for the robots, but for your current and potential customers. With the above content, you are sure to have a store that will be loved by search engines and site visitors alike.

What kind of content have you found to be most useful on your B2B ecommerce storefront? Send us a tweet and tell us about it!

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