Whether you realize it or not, you read content every time you shop online. Homepage text, product descriptions, and user testimonials are all crucial elements of e-commerce content. In e-commerce, content is everything.
This is because customers can’t hold the product, but rely on the product description and feedback from other buyers. E-commerce copywriting gets users to enter their credit card numbers and hit the “Buy Now” button.
This detailed guide will talk about how to write excellent e-commerce content that actually converts. So, without wasting any more time, let’s get started.
Writing e-commerce content for a brand can be pretty challenging, because these websites’ structure is slightly different as compared to the traditional ones. It’s not just writing blog posts and landing pages for the e-commerce brand. There is more to e-commerce copywriting than meets the eye. Here are seven crucial things to keep in mind for e-commerce writing.
It’s pretty typical to get engrossed in the SEO chaos of linking, keywords, and other criteria for improving a brand’s Google search rankings. But your primary focus should be your potential customers, and SEO rankings come second.
Write a detailed description and highlight the essential features of every item featured on the e-commerce website. Your customer should have first-hand information about the product available on the site to make an informed buying decision. In addition, the customers should have a word picture (elaborate verbal description of the product) of the merchandise so that they don’t jump off your site and move to the competitor sites.
A solid e-commerce content marketing strategy goes a long way in helping prospective buyers determine the value of the product. At the same time, it builds brand trust and repute. People who shop online don’t have the ability to see the product in real life. So, online shoppers want to make sure they’re getting the best available product.
When you write accurate and in-depth product descriptions, you establish trust and reliability in the mind of the shoppers. This, in turn, will turn potential customers into reliable buyers, which will ultimately trigger the sales figures.
The word count is an essential criterion in e-commerce content, and you shouldn’t take it for granted. Product descriptions serve two important purposes. The first one is to inform the user adequately about the product, and the second is to show Google that you are providing sufficient information to meet the audience’s needs.
Google wants you to know that the audience should be your main priority, and they should have sufficient information about the product before making a purchase. In e-commerce writing, one-liners or a couple of small paragraphs won’t serve the purpose.
Many people get stuck when it comes to the word count requirement for e-commerce content. The Panda algorithm update of Google stresses on web pages having substantially quality information instead of offering thin content.
For product descriptions, you should eye 300-350 words. However, this word count may vary depending on the product. On the other hand, any e-commerce content piece that is more than 500 words will surely lose the readers’ interest, and the latter might move to some other competitor sites.
When it comes to digital content, people don’t prefer reading walls of text. This is more relatable to people who read content from smartphone devices. In many studies, it was found that people read digital content in an F-shape pattern. They consume only 25% of the content available on their screen and skim through the rest.
For better e-commerce writing results, ensure to make smaller paragraphs of no more than six sentences and highlight the essential words and phrases. In addition, you can keep the flow of the content manageable by using some bullet points or numbers for enjoyable reading.
Your e-commerce content marketing strategy should start with an attractive landing page. You should also use a catchy call to action on the page for promoting active deals. You can easily promote the best deals to the customers at first glance without wasting their time with boring welcome messages. So, think of innovative e-commerce writing tactics that grab the reader’s attention by coming up with attractive sales offers.
One of the surest ways to succeed in e-commerce copywriting is by bolstering the trust of online shoppers through customer testimonials. Posting positive comments and success stories from happy customers goes a long way in adding positivity to your site. It also works as an effective form of social proof. Word of mouth is an essential marketing tool, and people are likely to use your products if they read how other people are satisfied using the same product.
Using the right long-tail and short-tail keywords in your e-commerce content writing will help tremendously in getting your site to rank on Google.
Search engines rely on trending keywords to ensure that a particular product meets the individual’s requirements. Therefore, make proper use of Google Ads and similar tools to find the most relevant keywords and update your e-commerce content accordingly.
To benefit from e-commerce copywriting, you must be willing to play the long game. And for a cohesive experience, you should make sure the tone you use sits in sync with your brand voice. Also, ensure it is consistent. Given below is an example of product description writing that involves a witty and interactive tone to grab the reader’s attention.
When you don’t have a proper tone for your e-commerce content, it may confuse people, or be seen as underwhelming. This, in turn, would lower your conversion rates.
It doesn’t matter how good the product is if the product description isn’t well-written. Writing good e-commerce content can take some time, but it’s not all that complicated. By following the tips mentioned above, we’re confident you will be able to hone your skills and write great content for e-commerce.
When it comes to writing effective e-commerce content, ensure the product description is well-detailed, use the right tone, back it with positive customer testimonials, and avoid duplicate content.
When it comes to an e-commerce brand, content is everything. It represents your brand, and builds loyalty and awareness among customers. At the same time, Google-optimized e-commerce writing offers organic results in Google rankings, which drives sales.
Some of the different types of e-commerce writing include homepage content, landing page content, product descriptions, category text, multilingual text, infographics, and more.