On the Web – Content Drives Sales

By Trista Polo - Last updated: Friday, September 11, 2009 - Save & Share - Leave a Comment

It’s time for small- and medium-sized businesses to move beyond their online brochures and pack their Web sites with engaging, interactive content…and your Web solution is the key!

We’ve been talking a lot about this lately, and we’ve got even more advice on the topic this week! Bill Siwicki at Internet Retailer interviewed some leading e-commerce ex! perts about running an effective Web presence. Their opinion? Content is everything!

“Having well-developed site content detailing products and categories can turn pages of an e-commerce site into a presence akin to the most knowledgeable of salespersons…thus making consumers more comfortable with online shopping-and more apt to buy,” Siwicki concluded.

Jason Friedman, e-Commerce VP at J&R Electronics, talked to Siwicki about what makes his company’s site so successful. Friedman said feedback from online customers helps him understand what he needs to add or change on the company’s Web site. Your prospects and clients can use the feedback page included in your Web solution for the same purpose…it’s an easy way to make s! ite visitors feel like valued customers!

Friedman also uses “well-written, in-depth product descriptions with multiple images” and creates site pages “devoted to education through articles, videos and more” as a means of keeping site visitors informed about their potential purchases. He says this extra attention to content is what clinches sales for his company!

That’s great advice for your prospects and clients! With your Web solution, they can create the kind of e-commerce catalog Friedman’s talking about and develop site pages with embedded media and industry-related articles. Because the solution you offer is so user-friendly, it won’t take much effort for your prospects to add those features and achieve the same re! sults!

Siwicki also spoke with Keith Maddox at Parentgiving about his company’s thriving Web presence. Maddox echoed Friedman’s comments…content is what drives sales!

“…you have to offer a great Web experience that includes excellent content, so people researching products online will come to know you as an authority and become repeat customers.”

To be credible figures in their industry, your prospects need an online presence that’s professional, informative and interactive! That’s how they can draw customers and keep them coming back!

“The alternative is having an image, a short description and a Buy button and hope they buy, and that’s not enough,” Friedm an says.