How to Write an Effective Buyer’s Guide
What is a Buying Guide?
With so many people choosing to shop online, a buying guide is an essential tool that can help customers make a purchasing decision.
A buying guide is designed to simplify the purchasing process, by providing all the necessary information. It should be easy to read and navigate; a simple click should take customers to the information they are looking for.
The purpose of writing buyers guide is to inspire, inform and attract the readers to make a sound purchase.
Why is a Buying Guide so Important?
Educated customers are better customers. They are not just browsers; they are people who want to get the best product facts.
Buying guides for eCommerce are essential as they help consumers with invaluable content and provide maximum sales potential.
They should include things like product specifications, comparisons of similar products and customer testimonials to help customers to make an informed decision.
How to Write a Top-Notch Buying Guide?
Here are a few tips:
1. Information and Educational Content
The purpose behind writing buyers guides is to inspire customers to read and to buy. Flush out the content by providing knowledge of the pros and cons of the product. Stick to the facts, and be sure to highlight features and their benefits.
What the reader wants to know is:
- Confirmation about what they already know
- Reassurance that the product is right for them
- Proof that you have in-depth knowledge and they can trust you
2. Keep an Eye on the Tone
It is vital that a buying guide is unbiased and neutral. The voice may be less chatty and professional enough that the site becomes a trusted source of information.
While writing buyers guide, remember that the tone of the guide should be friendly, helpful and interesting enough to keep the readers engaged till the end.
3. Rich Keywords and SEO Friendly
To make your buying guide work, create content that is SEO friendly. Provide keywords that are frequently used by customers while looking for a product. Certain keywords should be included in the headings and sub-heads as they are more prominent to read.
4. Images Convey More Things
Images play a major role in a buyers guide and make it more customer-friendly. Use pictures that provide an insight into the topic. Whether you shoot original photography, prepare a collage or use images from other sites (free for commercial use), the purpose should be to inspire readers to read and enjoy the content.
5. Easy Browsing
Apart from providing all the relevant and necessary information, the guide should be structured such that it is easy to read. It should be mobile-friendly as well so that potential customers can read your guide even while on the go.
While designing a buying guide for eCommerce, it is important to ensure it’s correctly formatted. It should also be easily downloadable which may encourage existing customers to share it.
6. Links for a better purchase
When you include links, your site’s visibility increases. Wherever possible, add links that direct customers to the generic category pages or specific product page.
Add search keywords to the anchor text so that the clients know exactly where the link will take them. When content is product-focused, include image mapping that will help readers to check out the products they are looking for. Tags, labels, links and prices need to be regularly updated to maximize sales.
Final Piece of Advice:
- Be sure that you spell check the content before publishing
- Read, edit and then double check the final copy to avoid fluffy language
- For merit points, keep the content updated
- Avoid writing sales pitch
- Make your guide truly impartial and a valuable source of information
At CrewMachine, we work to provide content that will inspire and inform the readers. Our pool of writers, editors and graphic experts can help you design the perfect guide that will drive traffic to your site.
- Picking the Right Type of Facebook Ads for Your Campaigns - September 13, 2017
- Five Creative E-commerce Branding Tactics - September 6, 2017
- The Importance of E-Commerce Visual Merchandising - September 1, 2017