Problems with current websites
If you buy the wrong website you will struggle to be found in Google for very important search terms, having trouble updating products and some people that buy the wrong websites shoot blind, unable to see the website analytical data needed to make informed, well-judged decisions.
Can you list your products properly?
A number of websites used by clothing companies don’t allow them to upload their catalogue effectively. If someone is searching for a certain T shirt or particular item of corporate workwear , then a site that doesn’t show them these products straight away is highly unlikely to convert that visitor into an enquiry
Internet users are used to getting what they want immediately and making rapid decisions. If a site is little more than a corporate brochure then those users will click the ‘back’ button and seek out an alternate supplier.
Your site should have one page for each product and give all the necessary information on prices, sizes, colours and customisation options. Don’t give users the excuse to click over to one of your competitors just because they show more information than you do..
Are you able to sell your products online?
Another consideration is your ability to sell products online. The world of customisable clothing is notoriously difficult from an ecommerce point of view, because the number of personalisation options make creating a great selling platform very difficult for web developers.
Technology has leapt forwards recently and there are now web companies out there who can offer you a full ecommerce platform. These platforms will allow users to view, customise and pay for their clothing online, quickly and easily.
Think about how much simpler your life would be if you could sell clothing at any time of the day or night, without ever having to speak to anyone. It is important to tread carefully here. A number of companies I spoke to at the event had spent 1000’s of pounds on websites that lacked important functionality, such as the ability to upload artwork or buy multiple sizes of the same item, which isn’t helpful at all. Make sure your web developer has experience with customised ecommerce sites before forging ahead.
Can you add your own, unique content?
When it comes to content, there are two main areas that you should be concerned with, product descriptions and blog/ news articles.
Why is the content so important? It allows your website to stand out from the crowd , to both users and the search engines. Google hates duplicate content and if your site has the exact same product descriptions as everyone else you wont be looked upon favourably which is bad news for your rankings.
Conversely, Google loves fresh, unique content, which is easily provided by a regular blog or news section.
Taking the time to create your own product descriptions and to write advice articles or news pieces for your blog each week will do wonders for your website’s search engine ranking. At the same time it will show the personality of your brand to users, making them far more likely to remember you and recommend you to their contacts.
Does your website integrate with Google?
If your ecommerce site has the ability to integrate with Google Products Seach, your items will be displayed in the “shopping results” section of Google.
This section is displayed on page one of Google and shows an image of the product. This can bring in a lot of traffic and can often be automated, costing you very little in time and money.
Another Google tool well worth having is Google Analytics. This free software provides you with data about what’s happening on your website
This vital information includes the keywords that people used to find you, the other sites sending you traffic, how long visitors spend on your site and which pages they look at. This sort of information is exactly what you need when figuring out what works and where to take things in the future.