An effective ecommerce copywriting strategy can help drive traffic to your store and convince potential customers to make a purchase. In the same way a high-quality movie or TV show can help you draw in viewers, so too can a compelling ecommerce copy that makes the right impression.
What makes for a great ecommerce copy? To find out, we reached out to five experienced ecommerce copywriters and asked them to share their top tips on how to write an ecommerce marketing campaign that will drive traffic to your site and eventually convert that traffic into paying customers and brand advocates.
Focus On What You Know
One of the first things you need to do if you’re planning on becoming a great ecommerce writer is to figure out what you know and what you don’t know. You probably already possess a basic knowledge of business and marketing, but do you have the skills to actually write a winning ecommerce copy?
If you’re not sure, then it can be a good idea to take a look at the work of other successful freelance writers. By studying their work, you can pinpoint the skills you need to work on and improve upon. In addition, by knowing what not to do, you’ll be that much closer to writing a successful ecommerce piece yourself.
Start With The Little Details
Giving a quality experience to your web visitors and ensuring that their interaction with your website is as pleasing as possible means paying close attention to the little things. While it’s important to have a grand design in mind when writing your ecommerce copy, it’s far more beneficial to start small and build from there.
An engaging product description, for example, can help drive traffic to your site. Through a well-written description of a product, you can present it in a way that makes it simple for the reader to envision themselves using the item. You should always strive for relevance and conciseness when writing product descriptions for ecommerce websites.
Crafty Clichés
A witty turn of phrase or an interesting analogy can make a piece of text more engaging. When applied effectively, the right clichés can provide an extra punch of humor or excitement in your copy. However, you need to make sure that these clichés relate to what you’re writing about. Sometimes, they can be quite the opposite. For example, using “luxury” when describing a pair of shoes might make the piece of text less appealing to the reader. You need to find the right fit between your subject matter and your chosen clichés.
Use Visual Aids
An image can help bring a subject matter to life, making it more tangible and less of a description on a text page. When used appropriately, an image can help make your text more effective. Make sure that your chosen images are relevant to what you’re writing about and that they’ll make your story more interesting.
Include Keywords
Although a well-written and interesting piece of text can get you pretty far, you need to include keywords in your copy if you want it to be discoverable by Google. To do this, start by including relevant keywords in your header and throughout your content.
For example, if your topic is “men’s fashion” and you’re writing about menswear trends for a fashion blog, you might want to include the keywords “menswear,” “fashion,” and “trends” in your copy. This will help make your content more discoverable and, ultimately, increase your traffic. In this case, the keyword “trends” will provide contextual relevance to your copy while the other keywords will help Google find your content when it’s searched.
Keep It Short
Keeping your copy short and sweet is another excellent way to make it more engaging. While it’s important to include enough information to make your point, you don’t want to overdo it. Try to shave off as much as possible while still maintaining the quality of your writing.
If you’re writing for the web, the brevity of a tweet often provides a sharp contrast to the richness of a sentence. Imagine a short tweet like “Summer 2022: fashionable and trendy clothing for men” followed by a longer, more in-depth description. The shorter your piece of text, the more engaging it will be.
A good rule of thumb is to keep your copy at a digestible length for the average person to finish within 30 minutes.
An engaging ecommerce copy can do wonders for your traffic and hopefully, in the future, will prove to be the key to your freelance business.