Perhaps I’m showing more of my growing addition with kitchen gadgets than I should; Lakeland.co.uk is a wonderful example of an ecommerce website that offers far more than just touting its wares. The recipe section of the website features more tasty treats than you could shake a stick at. However, It’s not just limited to the resources provided to the reader that really shines. In my opinion it’s the attention to detail and personalisation across the website. After a quick browse of the site, you would be forgiven for thinking that they care.
This is great onsite copy in action. Engaging the reader, showing expertise and offering a reason to return to the site (in terms of resources and products). These are the hallmarks of a brand. While the sale may not be instant, a return visitor is a highly valuable opportunity.
By turning casual users into actual users of your site, you develop a group of people familiar and comfortable with what you are offering. This means that they are far nearer to the Point of Purchase (POP) point, then the casual visitor.