While Self-Isolating #5: It’s Time to Review These Pieces of Essential Content

This week, we’re looking at what essential pages and documents you can work on while in lockdown. 

Keeping the following bits of content up to date is another one of those really important tasks that often gets overlooked in favour of more urgent, day-to-day work. Many companies spend a long time working on them when they first launch their online business, but then don’t revisit them as often as they should. 

Essential Ecommerce Content

Contents

This week, we’re looking at what essential pages and documents you can work on while in lockdown. 

Keeping the following bits of content up to date is another one of those really important tasks that often gets overlooked in favour of more urgent, day-to-day work. Many companies spend a long time working on them when they first launch their online business, but then don’t revisit them as often as they should. 

If you’re finding yourself with more time on your hands than usual right now, this could be the perfect opportunity to review them and check they’re still fit for purpose.


Your Brand Story

Why do you do what you do? What do you like to do differently from other companies selling your products? Now could be the perfect time to reflect on these questions and ensure that your ‘About Us’ page is still an up to date portrayal of your company values.

Ideally, this content should feature:

  • What inspired you/the founders to start the company
  • What qualities/expertise makes you a credible seller for these products
  • Who the products benefit
  • What makes you different from other brands in your sector, including accreditations
  • Direct your customers towards the next action – e.g.: to discover your products

For website visitors discovering you for the first time, it’s highly likely they’ll check out your ‘About Us’ page. Does it tell them everything you want them to know?


Your Checkout Page 

So easy to overlook but so crucial! Why? Because it’s the last thing people see before they buy something – or abandon their cart. The average online shopping cart abandonment rate is nearly 70%

How does yours hold up against this figure? When was the last time you reviewed it? There are a few things you can do straightaway. Firstly, make sure that your checkout page is clean and free of any distractions. You shouldn’t be tempting the customer to undertake any action that isn’t completing their purchase – this includes signing up to your newsletter, or sending you a message. 

Another quick win for you here is making sure trust badges are featured on your checkout (we talked about this a bit last week). Make sure that all accepted payment methods are displayed here, as well as an SSL Secure Site Seal and perhaps an overall rating badge from whichever reviews platform you’re using. 

Another consideration is design consistency – does your checkout badge look like the rest of your website? If your branding is not carried over onto this page, this could spook your more cautious customers into questioning whether they’re still in your webshop.


Social media policy

Important to revisit if your team has grown, or if you’ve expanded your online presence to other social media platforms. The goal of a social media policy is to ensure that your business acts safely, professionally and consistently across all social media networks. It’s also a useful reference for any marketing agencies you work with for paid social advertising campaigns or social media management.

Your social media policy should include, for example:

  • Your brand’s tone of voice – when posting and when interacting with comments and messages.
  • Guidelines for crediting photographers and other content authors whose work is used in your posts.
  • Who has access to your accounts – which staff members are authorised to create, maintain, and delete official company accounts? What are the procedures for accessing and posting to those accounts?
  • How your employees are expected to behave on social media with regard to mentioning their employer or employer’s products and services. This can include positive instructions, rather than just a list of what not to do.

We hope this has been helpful! Contact us today if you have any questions about the suggestions featured here.

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