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The 6 Pages your Storefront Must Have for SEO AND Conversion

Okay. You may want to bookmark this post now. It seems that while everyone is preoccupied with keyword algorithms, inbound linking for SEO and the depth and breadth of their content, many people seem to be missing the boat on the fundamental information people need in order to purchase from an ecommerce site. So here it is. The 6 quintessential pages every ecommerce site MUST have for SEO AND Conversion!

  1. The “About Us” page: Telling your potential customer who you are and what your brand stands for is imperative!
  2. The “Contact Us” page: Letting your customer know you are available when they may need you.
  3. A Sitemap: Allowing your user to get to any page within 2 clicks AND letting the Search Engines spider your site from a central “hub.”
  4. “Why Buy from Us” page: Letting your customer know the explicit reasons they should buy from you as opposed the the competition. If you can’t quantify your business value relevant to the competition in 4 scentences, go answer these questions now - “Who are we? What do we do? How are we different? Why does it matter?“
  5. The “Legal Information” page: This includes the “Terms and Conditions” and “Privacy Policies” as well as any other disclaimers you may need depending on your business model
  6. The “Testimonial” page: If you cannot demonstrate the value of your product or service in the form of testimonials, then you may need to refine your business model

The strategy you are looking to achieve needs to be holistic in nature with all your weaknesses covered. Sure, this blog is about Search Engine Optimization in the new social medium. However, let’s not forget the sound marketing principles involved in actually converting a visitor into a paying customer.

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This entry was posted on Wednesday, August 1st, 2007 at 3:38 am and is filed under Search Engine Optimization, Variety Articles, You're Tubed. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

3 Responses to “The 6 Pages your Storefront Must Have for SEO AND Conversion”

  1. Eathan Says:
    August 16th, 2007 at 7:00 pm

    Thanks! Prompted me to get our “About Us” page written and uploaded this morning.

    I’m not sure about #4 though. Shouldn’t every page of the site give that feeling, or is a seperate page a must? Guess I best get to work on 3 and 4…

  2. Spencer Hoyt Says:
    August 16th, 2007 at 9:17 pm

    I understand why this will help with conversions, but SEO???
    I don’t see how any of these pages will help for search engine rankings.

  3. esoteric Says:
    August 16th, 2007 at 10:23 pm

    Hi Eathan.
    I agree with you about #4 to an extent. Look, feel and text on every page should definitely communicate why someone should buy from you over someone else. However, being explicit on a specific page is something we definitely recommend. This can also be part of the home page, about us page, etc… or even product specific on each product page.

    Hi Spencer.
    Anytime you have valuable pages, you have valuable content. Where better to create top-level pages for your top-level keywords that are relevant to your site? Then you can use your specific product pages to target these specific secondary level search phrases. We should have definitely been more specific about that in our post. Thanks for pointing it out.