Home / 5 Types of Content Your E-Commerce Site Needs

5 Types of Content Your E-Commerce Site Needs

Ready to elevate your e-commerce game? Make sure you leverage these 5 types of content.

Content is critical for any website, including e-commerce. While it can be easy to focus on your products, having dedicated support on the content front can help improve your sales and customer experience. Wondering what the best content for e-commerce sites is? Here are our top five.

1. Local Pages for Brick-and-Mortar

Whether you have two brick-and-mortar stores or two thousand, having unique local content for each site is important. Optimizing pages with location-specific content can help local searchers find your business and drive in-person traffic.

SERP favors business profiles when you lack local content

What do you typically find when you search for local businesses and services? Business profiles. These can answer many searchers’ questions, like business hours and phone numbers, and are a necessary part of maintaining an online presence. When you have rich, location-specific content, though, it’s more likely to appear in the SERP and result in clicks.

Different audiences need different content

Let’s think about the search intent of someone local versus not. Your local searcher is on the hunt for services and goods nearby. They may have questions that can be answered by your more general blog or FAQs that help build authority, but they are often interested in finding an in-person service or a store to buy a specific product. 

On the other hand, a non-local searcher is probably looking for broader information or something they can order online. Targeting both of these searchers can help capture a wider audience.

Bonus tip: You can create local pages for service areas

Don’t have physical locations? Maybe you have a mobile mechanic service that travels to surrounding cities and not just the one where your shop is located. Or maybe you’re a virtual business that ships products all over the country. You can still create local pages for your brand. 

Service area pages allow you to reach customers in the localities where you perform services or ship products. By targeting location-specific keyphrases, you can get a leg up over the competition and appear for those local searches they aren’t going after.

For example, OrderlyMeds is an online weight loss company that ships medication right to your door. Although they don’t have physical locations, they launched local pages to reach customers in search of GLP-1 medication near them. Not only does this strategy help the brand appear more frequently in search, but it has also led to a visitor-to-customer conversion rate of 6.6%! 

Quick Fact: Multi-location and e-commerce brands that utilize GPO Local Pages average a 30:1 ROI!

2. Category Page Content for E-Commerce Websites

Category pages are a great way to expand local content and target more specific keyphrases, especially those tricky long-tail keyphrases. Unique, focused content can expand your site and make it more robust while adding helpful content. 

While your site should definitely have your standard category pages, you can also add categories to your local page strategy. When you geo-target your category pages, you can capture more localized searches for your products and services. Plus, locally specific category pages can help you cover even more non-branded keywords without adding unhelpful fluff to your site.

3. Product Descriptions for an Online Catalog

Product descriptions might seem like a no-brainer for e-commerce sites, but you’d be surprised how often they get neglected. Unhelpful product descriptions include:

  • No content at all
  • Internal parts numbers only
  • Keyword stuffing targeted at bots instead of human buyers
  • Descriptions that appear fake or scammy
  • Product descriptions written in another language
  • General content that doesn’t explain the specific benefits or features of that product
  • Duplicate content across all product descriptions

These common product description errors can reduce search visibility, potentially impact whether or not your product shows up in SERP shopping modules, and even scare away potential customers if they aren’t confident the product is what they’re looking for or are afraid it could be a scam. 

Think of your product descriptions as a text-based sales rep. What are a few qualities of a fantastic sales rep? They explain why you need something, clarify the benefits, and get to the point. There’s your product description inspo! A high-quality, converting product description can increase site visits, reduce returns, and boost your conversion rate. 

4. Blogs for E-Commerce Businesses

If you think blogs are a relic of the internet days of yore, reserved for LiveJournal ramblings about the writer’s favorite TV show, we have great news for you: that’s not the case. And, surprise, you’re reading one right now! While personal blogs are still alive and mostly well, blog content writing for e-commerce can serve a different purpose.

Blogs are great for technical information

Remember when we mentioned before that your product descriptions should be succinct? While clarity and brevity are still crucial for a blog, it’s the best place for you to get techy. Educate readers on your products and services in greater depth, then link to those blogs on your site.

Blogs can answer common questions

Keyword research is a great way to identify common questions potential customers may have about your industry or more general products. For example, if you have a restaurant chain that offers catering services, you could benefit from a blog answering a question like, “How do I pick a wedding caterer?” Not only does this serve as an opportunity for you to discuss the benefits of your restaurant in particular, but it also helps build authority. Check out the next point for more information on that!

Blogs can educate and build trust.

Building authority with your customers is necessary. Even if they haven’t heard of your brand, offering educational, helpful content like how-to blogs improves trust. These qualities can lead to trust in your products, which can lead to conversions.

5. Frequently Asked Questions

If you’ve ever worked in a customer-facing role, you know that a set of questions is constantly asked throughout the day. You’ve probably thought about wearing a T-shirt with the answers to those questions just so you can stop answering them!

E-commerce sites are no different. By addressing those questions in an easy-to-find and navigate FAQ section of your site, you can help extend session duration, improve user experience, and even target non-branded longtail keyphrases. The more steps your customer takes to find something, learn about it, and decide to purchase, the more places you risk losing the conversion.

Turn to GPO for High-Quality E-Commerce Content

Enhance your e-commerce content strategy with help from GPO. From detailed product descriptions that convert to engaging, informative blogs that keep your brand top of mind, we have you covered. Let’s talk!

side view of person in yellow long sleeve typing on laptop in front of paned window

The Dos and Don’ts of Incorporating AI into Your Content Workflow

  • AI

Don’t just jump into the deep end of the gen AI pool! Check out our dos and don’ts for efficient incorporation.

Read more
view from below of hands holding onto rope while climbing up side of mountain

How Climbing Makes Me a Better Writer

  • Company News

Work-life balance is important, but sometimes life leaks into work. Here’s how a climbing hobby makes Kelsey Conner a better writer.

Read more
scenic view on a hiking trail in colorado with hills and trees

What We Learned from the 2024 GPO Walking Challenge

  • Company News

We just wrapped up the 2024 GPO Walking Challenge. Here’s what we learned.

Read more
Subscribe to our newsletter
Privacy Policy
  |  Copyright © 2024 GPO