What is the fastest way to convert a visitor on your website to a buyer?
Keep your product pages easy to read and understand by developing and maintaining a style guide.
Creating an eCommerce style guide for your website will keep your voice coinsistent. Consitency is key when it comes to making things simpler for your customer to make a purchase. Once you've followed our tips on how to make your eCommerce copy remarkable, the next step is reinforcing your brand with an eCommerce style guide.
Do you have more than one person working on your site? Multiple copywriters with different personalities and writing styles? The best way to give them one voice (your brand voice) is by having your employees follow the company style guide.
You run an online sporting goods store. Johnny Everyguy finds your site after googling "open faced baitcast reel" (you are in the top of the results thanks to the savvy inbound marketing from Thinkhandy). He isn't sure which brand he wants to go with so he's doing some comparision shopping on your site. Each product page he looks at is jumbled and styled differently. He has a difficult time comparing the two so he goes to a different website and makes his purchase there.
You've lost a sale due to a lack of consistency. Enter your simple-to-follow style guide. Here's how to create it:
- Create an order for your product titles: "Brand Name - Descriptor - Item Name"
For example: "FisherPro 6' Graphite Open Faced Baitcast Fishing Reel"
- Write a small blurb about the product to give your page personality.
"You'll catch the big one with this open faced baitcast reel from FisherPro. Hit the lake and watch those bass jump in the boat!"
- Turn your specifics and features into bulleted points and keep their order specific from product to product.
- Lastly, end your listing with relevant product suggestions or other pertinent information.
Receive a FisherPro tackle box with every $150 FisherPro purchase. Use code BASS at checkout.
By creating an eCommerce Style Guide for your website you will make it easier for your employees to keep your brand voice consistent and easier for your customers to shop your site.
The first thing to take into account when formulating you style guide is understanding who your buyer is. With the help of our free eBook, 101 Handy Questions to Ask When Developing a Buyer Persona, we will help you through the process of creating a well-defined buyer persona and get you on your way to creating a stellar style guide.
Click the graphic below to download it free.