Copywriting is a major player in the success of an e-commerce business. Essentially, the copy acts as a virtual customer service. Think of it like a digital shop assistant. It tells you about the product and persuades a customer to buy, just as a shop assistant would.

Therefore, it is important the copy holds a particular tone-of-voice (TOV) that aligns with your brand. It gives your brand a personality. The customer reads your copy as though it is coming from a real-life person – again, like a shop assistant.

E-commerce copywriting must also establish trust. A customer cannot see or touch the product before them, so you need to convince them through copywriting as to why this product is worth buying.

Alongside a suitable TOV, e-commerce copy must therefore be informative and free of any grammar and spelling issues. This will elevate your trustworthiness and, in turn, increase the chance of a sale.

Writing for e-commerce in 3 steps

1. Target your audience.

To write effective e-commerce copy, a copywriter must first identify the ideal buyer personas. Put simply, they must know who they are writing for.

After identifying the target audience, TOV and storytelling will follow. As a copywriter, if you know who you’re writing to, then you will know how to appeal to them. You can easily decide if the copy needs to take an authoritative tone, a humorous tone, a seductive tone and so forth.

You will also then understand the questions a buyer might have and be able answer them in your copy. At the end of the day, if a buyer reads your product description and still has questions about it, you didn’t do your job correctly.

2. Format appropriately.

On a product page, make your description clear and easy to read by formatting appropriately.

E-commerce sites often format product descriptions using a combination of paragraph form and bullet points. In the bullets, you want to make sure you have the important details covered clearly and concisely. For a women’s shoe, that might include the heel height, heel type and material information.

Although most of the customers are likely to scan through the bullet points first, a descriptive paragraph is still important. In this section, you can carry the brand’s tone of voice. You can also harness imagery and escapism to influencer a potential buyer.

For example, if you’re writing about a bikini, you can tell the customer a story about how the bikini would look great on holiday. You might write about ‘kicking back on the golden shores of Ibiza, sipping cocktails under the sun’. The customer envisions themselves there and, for a fleeting moment, they live the story. Storytelling can actually be a very influential selling tool.

3. Understand SEO.

Make the most of your e-commerce copy by using SEO tactics. In doing so, you can outrank competitors and attract new customers.

Using appropriate keywords will help boost your product’s SEO ranking. And there’s a lot more to it than just picking some words to describe the product.

A good e-commerce copywriter will understand the relationship between a keyword’s competitiveness and its relevance to your website. They will also understand how to seamlessly combine SEO with fluent and engaging copy.

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