Lexi Webster
Creating a website to sell products in Australia can be a straightforward process, but it's important to do your research first. You'll need to ensure your product is legal to sell in Australia and that you have the relevant licenses and permits. You should also research your target audience and choose a platform with a built-in online store builder, such as Shopify, WooCommerce, or Square. When designing your website, it's important to have user-friendly navigation, a secure payment gateway, high-quality product images, and clear product descriptions. You can also integrate with social media platforms to reach a wider audience. Once your website is built, you'll need to optimise it for search engines and choose your sales channels to start driving traffic to your site.
| Characteristics | Values |
|---|---|
| Purpose | Determine the purpose and target audience of your website |
| Product Legitimacy | Ensure the product is not illegal to sell in Australia |
| Domain Name | Choose a custom domain name that is short, brandable, and memorable |
| Website Builder | Choose a website builder with a built-in online store builder |
| User Interface | Ensure the website has a seamless customer journey from browsing to checkout |
| Content | Include product descriptions, images, and a blog or audio-visual content to educate consumers |
| Customer Reviews | Allow customers to review your products as social proof for other buyers |
| Sales Channels | Pick multiple sales channels such as B2C, B2B, wholesale, or modern marketplaces |
| Social Media Marketing | Promote your website on social media to drive traffic and build brand awareness |
| Mobile-Friendly Design | Ensure the website is easily accessible and optimised for mobile users |
| Shipping | Set up shipping rates and tools, and consider offering free in-store pickup for local customers |
| Payment Gateway | Provide a secure payment gateway to protect customer information |
| Search Engine Optimisation | Optimise your website for SEO by conducting keyword research and building quality backlinks |
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What You'll Learn
Choose a website builder
Choosing the right website builder is crucial for the long-term success of your online store. Here are some popular website builders in Australia that you can consider:
Shopify
Shopify is a robust e-commerce platform designed for businesses scaling their online stores. It offers advanced sales features, including inventory management, shipping options, and international selling tools. It also supports multiple currencies and international transactions. Shopify is more expensive than other website builders because it is designed to maximise your sales through advanced retail operations. It has superior sales features compared to Wix, GoDaddy, Squarespace, and Hostinger. However, it offers fewer templates, with only 12 free themes available. Shopify offers a 3-day free trial.
Wix
Wix is a highly-rated website builder that offers a wide range of features. You can book appointments, sell products, and install a chatbot. Wix also provides pre-built sections, enabling you to create a functional website quickly. Wix has a user-friendly website editor, but users have reported slow buffering times. Wix offers 900 free templates, which is significantly more than Shopify. Wix is the best choice for small business owners who sell products or services online.
Squarespace
Squarespace is an excellent platform for blogging, personal branding, and small businesses. It offers the ability to sell physical and service-based offerings, optimise SEO, and manage specific features such as class times, free trials, and recurring payments. Squarespace is known for its responsiveness, automatically converting your design into a mobile version. It also provides world-class business tools critical for running an online store, such as taking bookings, measuring success, and SEO optimisation. Squarespace offers both beautiful designs and powerful features.
GoDaddy
GoDaddy is a convenient and simple website builder perfect for entrepreneurs who need a fast solution. While it may not have as many features as other platforms, it excels in ease of use and secure hosting. GoDaddy is ideal for microbusinesses or those focused on services and appointments. It offers a 30-day free trial and a 30-day money-back guarantee.
Hostinger
Hostinger is a less well-known website builder but is well-positioned as a hosting and email provider and a domain registrar. It offers secure web hosting, a DNS firewall, and unlimited bandwidth. You can also take advantage of daily and weekly backups and easily restore your website if needed. However, Hostinger only allows up to 500 products, which may be limiting for some businesses.
Square
Square is another option for building an online store. It offers a free plan with no monthly fees or startup costs, and you only pay a processing fee when you make a sale. Square's online store builder is easy to use and allows you to design a professional-looking website. You can choose between a single ordering page or a multi-page e-commerce website and customise your order fulfilment methods. Square also provides built-in shipping tools and integrations with social media sites like Instagram.
WooCommerce
WooCommerce is a plugin for WordPress that transforms your website into an e-commerce store. It powers approximately 28% of all e-commerce stores worldwide. However, too many plugins and images can slow down your website.
When choosing a website builder, consider your business needs, design preferences, functionality requirements, and budget. Some builders are more expensive but offer advanced features, while others provide free plans or trials with limited features.
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Identify your target audience
When creating a website to sell products in Australia, it is important to identify your target audience. This is a specific group of people who are most likely to be interested in and benefit from your product, service, or message. Understanding your target audience provides valuable insights about your customers and is the key to boosting sales for your product.
To identify your target audience, you should consider the consumer's age, demographics, interests, behaviours, and geographical location. For example, if you are selling a product that is targeted towards a specific age group, your marketing efforts can be tailored to reach that demographic. Additionally, if your product is targeted towards a specific interest group, such as photography enthusiasts, you can create content that aligns with their interests.
It is also important to analyse the target audience's pain points, including the challenges and problems they face. This information can be used to create products or services that solve these issues and provide real value for the audience. For example, a company selling health and wellness products might target individuals who are looking to improve their overall well-being.
You can also look at your competitors and see how they are marketing to potential customers. By analysing who they are selling to and how they are doing it, you can gain insights into your own target audience. This can help you identify any market gaps that your product or service can fill.
Finally, consider creating buyer personas to guide your marketing decisions. This involves gathering demographic information by surveying existing customers or creating an "anti-persona" to help define your desired customer. Understanding your customer's habits and behaviours can help you create effective marketing campaigns that resonate with your target audience.
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Design your website
When designing your website, there are several key considerations to keep in mind. Firstly, choose a website builder that suits your needs. Popular options include WordPress, Squarespace, Weebly, Wix, and Shopify. These platforms offer various themes and templates to customise the look and feel of your site. Consider your brand's aesthetic and choose a theme that aligns with it, allowing for customisation of colours, fonts, and other visual elements. Ensure your website is responsive and optimised for mobile devices, as a significant portion of web traffic comes from mobile.
The layout and navigation of your website should be well-organised and intuitive. Use clear and descriptive menu labels, and consider adding a search bar to help customers quickly find products. Create engaging and compelling content that showcases your products. This includes high-quality product images, detailed descriptions, and informative blog posts. Utilise keywords relevant to your business to improve your search engine optimisation (SEO) and help customers discover your site.
Incorporate eCommerce functionality with features like a seamless shopping cart, a frictionless checkout process, and secure payment options. Consider using plugins to enhance your site, such as product rating systems or advanced shopping cart solutions. Additionally, security certificates (SSL) assure customers that your website is safe and secure.
When creating content for your site, you can include product descriptions, images, and even a blog to educate consumers about your products or services. You can also enable customer reviews, providing social proof to prospective buyers. Keep your website content up-to-date, including information such as opening hours and prices.
Finally, consider the cost implications of designing and maintaining your website. The cost of creating an eCommerce website can vary depending on its size, the features required, and whether you hire a professional designer or use a DIY platform.
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Optimise for search engines
Search engine optimisation (SEO) is a key part of your website's success. SEO is about helping search engines understand your content, and helping users find your site. It's important to have a well-thought-out strategy and to put consistent work into your SEO to see results.
Firstly, you should conduct a comprehensive site audit to identify strengths, weaknesses, and technical SEO issues such as broken links, slow page speeds, and mobile usability. Use tools like Google Analytics, Search Console, and SEO software (e.g. Ahrefs, SEMrush) to benchmark existing metrics and establish a baseline for traffic, keyword rankings, and conversion rates.
Next, perform keyword research to identify which keywords you want to target and optimise your content for. This will help you align your topics with what your target market is searching for. When creating content, use your keywords strategically in headings and throughout your text. However, be careful not to overuse keywords, as this can be seen as a violation of search engine spam policies.
It's also important to create quality, authoritative, and authentic content. Present yourself as an authority on the topic you are writing about and lend your experiences and expertise to build credibility and engage users. Structuring your content to provide answers and solutions efficiently is another way to improve your SEO ranking.
Finally, consider the structure and organisation of your website. Search engines and users should be able to understand how your pages relate to each other and the rest of your site. A logical structure will help with this.
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Promote your website
Once your website is built and optimised for search engines, you can start promoting your business and driving sales. Here are some ways to do this:
Know your target audience
Before you start selling online, take time to research and understand your target audience. Identify the common behaviours, pain points, goals, personality traits, and demographic information among your target market. This will help you create a buyer persona to guide future decisions and marketing strategies.
Choose your sales channels
Sales channels are the routes you take to reach your customers. For example, you could focus on the business-to-consumer (B2C) market, the business-to-business (B2B) market, or modern marketplaces like Google Shopping, which refers web searchers to your site. Choose multiple sales channels to maximise your potential streams of revenue.
Social media marketing
Use social media to drive traffic to your website, build brand awareness, and connect directly with potential customers. Post regularly, reply to user comments, and consider using social media management tools to help you build rapport with the billions of people who use social media.
Google Business Profile
A Google Business Profile is essential for all businesses. If you have a physical store, set yourself up on Google My Business to help attract more customers. If you’re purely online, then consider advertising on Google to build brand awareness.
Search engine optimisation (SEO)
SEO is a long-term marketing strategy that increases your chances of appearing in the search results of your target audience. Use keyword research to find out what your customers are likely to type into the search bar, and then add these keywords as naturally as possible to the content on each page, including headings, sub-headings, body copy, and image ALT text.
Customer-friendly perks
Keep shoppers coming back to your site through various promotions. This could include loyalty programs, discount codes sent via email newsletters, or a buy now, pay later plan.
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Frequently asked questions
Choose a platform with a built-in online store builder, which lets you list and sell products on specific pages of your website. You can use a site-building platform like Shopify, which offers ecommerce website templates. Other options include WooCommerce, a plugin for WordPress, and Square, which has a free plan.
Your website’s domain name is your online digital address. The best domain names tend to be short, brandable, and memorable. You can use Shopify's domain name generator to search for business names and check domain availability instantly. The cost of getting a domain varies depending on the extension and seller you choose.
A user-friendly website is essential for a successful online store. You need user-friendly navigation, a secure payment gateway, high-quality product images, clear product descriptions, and an easy-to-use shopping cart.
You can integrate with social media platforms to reach more potential customers. Conduct keyword research to identify relevant search terms that potential customers use, and optimise your website for SEO (Search Engine Optimisation) to improve visibility on search engines like Google.
Make sure the product isn’t illegal to sell in Australia. Products that follow Australian Consumer Law (ACL) standards are safe to sell. You can also check with the Australian Business License and Information Service website to find out what you need for your business.
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