Effective Buyer’s Guides to Improve eCommerce Lead Generation

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When customers are getting ready to buy a product or service or comparing their options, many go online to look for detailed information. One such data source is your buyer’s guide.

Buyer’s guides educate prospects on terms, features, and conditions they must consider before purchasing. By helping your potential clients find a product that suits their budget and needs, you can help minimize buyer’s remorse and improve their experience with your brand.

Providing clients with the necessary information encourages them to stay on your website and learn more about your products. As they do, they may eventually buy from your store, thus helping improve conversion rates.

But if they cannot find the data they need or are unhappy with your content, they will leave your site. They may also switch to your competitors’ stores to search for more information and decide to buy from them instead.

To help you create a useful buyer’s guide, below are five critical steps in crafting actionable content and how to promote it.

5 Steps in Creating an Effective Buyer’s Guide for Your Ecommerce Store

1. Identify Your Customer

Before drafting a buyer’s guide, you must understand your target customers. Then, you must personalize your content so that it speaks or appeals directly to them.

To achieve this, you must first have your buyer personas.

Hootsuite defines buyer personas (audience/marketing personas or customer avatars) as “a model that describes your typical or target customer, based on detailed audience research.”

In building your buyer personas, you can dig through:

  • your current clients’ characteristics, such as their age, gender, location, life stage, and interests;
  • surveys, focus groups, or studies you’ve conducted; and
  • characteristics of individuals who are interacting with your brand online.

Aside from demographic characteristics, include essential information, such as your buyer personas’ goals and values, pain points, and possible objections.

Take advantage of free tips and templates like HubSpot’s list of buyer persona questions or Digital Marketer’s customer avatar template to organize your research.

HubSpot’s list of buyer persona questions

Source: Digital Marketer

2. Decide on a Content Format

Once you’re clear who your topics and formats topics and formats that can help them choose the perfect product or service provider. For instance, you can publish a:

  • comparison of two or more products’ features, pros, cons, and pricing;

2.  Decide on a Content Format

Source: TIME

  • comprehensive guide; or

Bicycling comprehensive guide

Source: Bicycling

Laptop Buyers Guide


Source: Business News Daily

Once you have ideas for the content and outline, pick the type of guide you want to publish. It can either be text-based or in video formats.

Buyer’s guides can be printed as:

  • standalone blog posts;
  • a series of articles covering different aspects of the product;

first-time buyers or small business owners

Source: Consumer Reports


Consumer's Reports Buyer’s guide


Source: Linus Tech Tips

checklists and fillable forms


Source: Federal Trade Commission’s buyer’s guide for used cars

  • interactive content; or

Federal Trade Commission’s buyers guide for used cars

  • interactive content; or

Laptop Buying Guide

Source: Amazon

  • a combination of different content types. An article can also include downloadable checklists, videos, and online calculators.

3. Coordinate with Content Creators

Whether you’re doing the content in-house, partnering with SEO services for small businesses, or content marketing teams, you must have detailed instructions. This ensures that you and your creators are on the same page when it comes to:

  • target keywords;
  • required internal links; and
  • essential points to cover.

This also minimizes editing or the need to overhaul the content, enabling you to publish your buyer’s guide quickly.

4. Prioritize Quality

Publishing high-quality buyer’s guides will allow you to truly help your target clients while gaining their trust and increasing traffic to your products or services.

But what exactly is high-quality content? Here are some factors you must consider.

  • Readability: Content that is easy to scan and understand can increase your engagement. According to Readable, 83 percent more people will finish reading a piece of content if its readability is changed from grade 12 to grade 5. Also, 85 percent will read your content if its readability is at or below grade 8.

To ensure that your buyer’s guides are readable, follow the following tips:

  1. Use simple words, short sentences, and brief paragraphs.
  2. Check your content for spelling and grammar errors.
  3. Organize the content into headings.
  4. Use bullet points or numbered lists.
  5. Leverage readability tools.

To ensure that your buyer’s guides are readable, follow the following tips:


Source: Hemingway App

  • Search engine optimization: SEO-optimizing your buyer’s guide helps potential clients find your content and improves your organic search ranking.

Optimize your text-based content for search engines by:

  1. including your target keyword(s) in your title, meta description, headers, body, and URL;
  2. ensuring the page is mobile-friendly; and
  3. adding internal links.

You can optimize video content for YouTube by using your target keyword in the title and description and mentioning it during the video.

  • Valuable details: Your guide must cover essential topics and questions buyers often ask (or should ask but don’t). Reading your article or watching your video must move them closer to taking action, such as purchasing or signing up for a free trial.
  • Not a hard sell: Calendar president John Hall names being too “sales” as one of seven sales-sabotaging mistakes to avoid content marketing. “Content marketing is not the same as sales propaganda,” he writes. “It’s sharing helpful information that can answer your audience members’ questions or solve common problems they’re facing.”

Even if you want your readers to choose your product or buy a more expensive option from your store, avoid making your content sound like a hard sell. Focus on making it informative and actionable for customers.

  • Relevant photos, videos, and links: Inserting high-quality product images and videos improve your content’s readability and appeal. These break walls of text, help illustrate critical features and allow readers to envision themselves using your product or service.

Don’t forget to optimize your images for search engines by using your keyword in the images’ alt tags.

  • Freshness: After publishing your buyer’s guide, revisit it occasionally. Check for grammatical and spelling errors. Add new products or features, and remove broken links or links to items you’re no longer selling.

Keeping content updated allows you to provide up-to-date recommendations to your potential clients. It can also improve your ranking in search engines, as Google considers “freshness” as an indicator of your site’s quality.

How to Promote Your Buyer’s Guide

Like other types of content, you must promote your buyer’s guide. You can use it as ungated content or add it as a gated asset to increase your subscriptions and leads.

Here are a few ideas to make your buying guide accessible and more comfortable to find:

  • Include a link below or beside product categories on your site.

Include a link below or beside product categories on your site.

Source: Adobe

  • Add internal links in your previous and future blog posts.
  • Use it as a lead magnet.

Add internal links in your previous and future blog posts.

Source: Dave Ramsey

  • Have a dedicated web page for all buying guides, or add it as a section in your FAQ, Help, Customer Service, or Product Support page.

FAQ, Help, Customer Service, or Product Support

Source: IKEA

  • Send a link to your email newsletter subscribers.
  • Please share it on social media.

Final words

In the past, many customers approached store personnel to find out more about a product. But today, online buyers do their research before making a purchase. So make the decision-making process easier for them by providing all the information they need to reach a buying decision faster.

It’s a win-win for you and your customers.

Do you have tips or best practices for buyer’s guide creation and promotion? Please leave them below.

Vincent SevillaVincent Sevilla is a professional web designer and inbound strategist for HostingFacts. His goal? To innovate ideas, create good art, and travel to all the best places in the Philippines. You can follow him on Twitter @easyvince.

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