{"id":2795,"date":"2021-11-25T16:52:57","date_gmt":"2021-11-25T16:52:57","guid":{"rendered":"https:\/\/thecontentconsultancy.com\/?p=2795"},"modified":"2021-11-26T14:30:57","modified_gmt":"2021-11-26T14:30:57","slug":"improving-your-product-based-business-website","status":"publish","type":"post","link":"https:\/\/thecontentconsultancy.com\/improving-your-product-based-business-website\/","title":{"rendered":"Improving your product-based business’ website"},"content":{"rendered":"\n
Below you can find some recommendations for updating and improving your product-based or e-commerce website.<\/p>\n\n\n\n I often describe the home page of a website as the shop window of an online business. So ensure you have a plan to update it regularly. Whether it’s promoting different products or running seasonal offers, you want to highlight what you offer in a comprehensive and relevant way. <\/p>\n\n\n\n Consider also that some website visitors may not be there just to buy a product – they could go straight to a category or product page for that. They may be looking for information about your product-based business. Therefore, it is a good place to showcase recent blogs and also your social links and posts. <\/p>\n\n\n\n On your product-based business’ website, your home page is one of the primary places that search engines scan to figure out what your e-commerce or online shop is all about, so think carefully about the headings you use and the text you include to ensure they are keyword rich and match the searches or words your ideal customers are likely to be using. <\/p>\n\n\n\n Don’t forget testimonials or reviews can be showcased here, as well as being regularly changed and updated too.<\/p>\n\n\n\n Do you have an interesting story to tell? Do you have a unique approach? Do you work with interesting people, suppliers or producers? <\/p>\n\n\n\n If the answer is yes, then your about page is a great place to share this information (as well as on your social media platforms and in blogs!).<\/p>\n\n\n\n As a small and independent business, it’s great to show off what makes your business unique and what values underpin what you make and\/or sell. <\/p>\n\n\n\n If relevant, you can also include links, logos and\/or imagery of any qualifications you have, memberships you hold and institutions or professional bodies you belong to. <\/p>\n\n\n\n Don’t forget to mention any physical (or brick!) retail outlets, as well as events, where your products can be purchased. This could be important enough to be on the homepage or a separate page of listings, as well. Build backlinks by linking to the shop, cafe or event website or social media page too.<\/p>\n\n\n\n Category pages often look stunning with lots of imagery of your products, their names and prices – with hopefully a clear call to action button. However, this means they are also very light on text. Word count is important for SEO, so it is important to consider ways to include text naturally. <\/p>\n\n\n\n Firstly, consider what you want your customers to see above the fold (ATF) <\/strong>(i.e. images and words they will see without scrolling). Good practice for ATF content is to offer a keyword rich summary of the category. Ensure the category name itself is keyword rich too and relatively unique, i.e. not ‘gifts’<\/p>\n\n\n\n Secondly, consider your below the fold<\/strong> (BTF) content – ideally, this is text that includes headings and paragraphs at the bottom of the page. You can discuss intent and make recommendations.<\/p>\n\n\n\n You can see a good example here: https:\/\/www.hampers.com\/wine-hampers <\/a><\/p>\n\n\n\n One last point for categories, consider ways you can group your products in different ways depending on intent\/related keywords. Again, hampers.com<\/a> is a good example of how their products are grouped in different ways to satisfy different search intents. <\/p>\n\n\n\n <\/p>\n\n\n\n
If you have a website for your product-based business, it is likely that you are updating product pages and adding, as well as removing, items regularly. But what about other pages on your website? Are you making the most of them? Are they working hard from an SEO point of view?<\/strong><\/p>\n\n\n\nPage-by-page recommendations for a product-based business’ website<\/h2>\n\n\n\n
Home page <\/h3>\n\n\n\n
About<\/h3>\n\n\n\n
Category pages<\/h3>\n\n\n\n