Whether you have an established presence on the web or are looking for ways to launch your eCommerce storefront in the near future, copywriting matters. According to Shopify, worldwide eCommerce sales have topped $3.5 trillion USD, increasing by 18% since last year. In addition, 16.1% of all retail sales are expected to happen online in 2020, with 53.9% of all sales happening on mobile devices by 2021. However, Fortunly reports that up to 82% of online shopping carts are abandoned before checkout, up from 65.79% in 2019, raising concern over content quality.
This means that eCommerce owners such as you should use every tool at their disposal to remain competitive and attract customers to their platforms. Thus, using copywriting to create and curate content, both in terms of product descriptions and blog posts, becomes a high priority. Let’s take a look at several tips which can help you create the ultimate content, as well as eCommerce benefits of doing so in 2020.
Benefits of Smart Copywriting for eCommerce
Let’s briefly discuss why copywriting matters for eCommerce before we dive into the guidelines themselves. In terms of online visibility, Search Engine Optimization (SEO) remains a pivotal element every website owner should pay attention to. The way you create and optimize content for your eCommerce platform will affect how well it ranks against industry giants such as Amazon in terms of visibility.
Neightan White, Blogger and Contributing Writer at Supreme Dissertations, had this to say on the matter: “We can’t hope to beat multi-billion eCommerce corporations in their own game. However, smart industry positioning, careful marketing and content creation can indeed help attract a sizable audience to your platform. Thus, copywriting becomes an important element of any online storefront looking for ways to grow organically and without excessive paid advertisement costs.”
Once your copywriting pipeline is set up and you start producing content relevant to your target audience, several crucial elements will become available to you:
- Higher ranking in global search engines (Google, Yahoo, Bing, etc.)
- Increased brand advocacy and awareness as well as industry authority
- Higher traffic, content engagement and customer conversion rates
- Audience education possibilities (via blog posts and tutorials)
- Long-term return on investment once the content is published
Copywriting Tips for eCommerce
1. Target your Keywords
When it comes to copywriting, the eCommerce industry is special for one important reason – the amount of content you will inevitably publish. This makes smart keyword targeting a must, especially if you sell products in a variety of non-related categories.
Never use outdated keywords or stuff your copywriting content with too many words or phrases which belong in the same keyword group. Doing so will negatively affect your SEO as search engines will assume that your content is spam. Platforms such as Google Keyword Planner and Moz will allow you to find the right keywords for your eCommerce storefront at any point. Checking for trending keywords regularly, and then implementing them into your copywriting content, is extremely important for positive search engine ranking.
2. Direct Traffic with CTAs
Once a visitor arrives at your eCommerce landing page, they will undoubtedly want to find the quickest route to your products and subsequently, checkout page. Calls to action (CTA) can be used to effectively lead visitors from page to page, just like a traffic officer would do on a crossroads.
CTA such as “click here to see X” or “check out our Y lineup here” will do wonders for enabling visitors to feel welcome. You can refer to writing platforms such as Evernote, Trust My Paper and Hemingway Editor to write unique calls to action for your platform. Thus, careful placement of calls to action can affect not only your conversion rates but also your reputation as a pro-consumer eCommerce platform.
3. Blog about your Industry
Although blogging may not be your first thought when it comes to eCommerce, writing articles and opinion pieces on your industry can help tremendously. Creating a blog section on your platform will not only raise your SEO ranking but also give you an outlet to express your thoughts regularly.
Writing about the latest news, how-to tutorials, as well as tips on how to use your products will inevitably attract readers to your website. Combined with the aforementioned keywords scattered throughout your blog posts, your copywriting efforts will start to pay off in spades.
4. Combine Copywriting with Multimedia
Given that eCommerce is all about sales, multimedia is just as important as copywriting. Thus, you can create original images, videos and infographics for your product pages and posts which will enrich their overall appeal. It’s important to note that you should only use original multimedia created in-house and avoid third-party content because of copyright and plagiarism concerns.
In addition, search engines favor websites which offer a variety of different content types, further improving your odds at attracting global customers. It’s good practice to host your multimedia on off-side platforms such as Image Shack and YouTube to ensure your website’s load times remain short.
5. Consider Content Automation
As we’ve mentioned previously, launching and maintaining an eCommerce platform can be taxing due to the sheer amount of content required to keep it competitive. However, implementing AI product description writing in your platform can alleviate much of that process in your favor.
AI technology used in the algorithm is capable of mimicking human copywriting and will effectively create unique, original content for your benefit. Opting for such an algorithm in your eCommerce website will allow you to focus on other areas of optimization and customer servicing in the meantime. Using an AI writer is a good choice if you are short on manpower and need to maintain the same content output over extended periods.
6. Facilitate Content Skimming
Lastly, while it may seem counterproductive, it’s essential that you enable visitors to skim through copywriting on your eCommerce platform. Going back to the amount of options available for purchase on eCommerce sites, most visitors choose to abandon the site due to indecision. However, content skimming allows for quicker reading and scanning of relevant information on every page before moving to the next.
To that effect, you should separate each product description into features and benefits separately, as well as use bullet points and other content separation elements. Likewise, each blog post you publish should be formatted into multiple paragraphs, with subheadings, multimedia and hyperlinks dispersed throughout. Avoid presenting your visitors with a wall of copywriting text and expect them to purchase an item at the end of the day. Work on your user experience (UX) by carefully formatting every page of content for your eCommerce platform and the visitors will undoubtedly react favorably.
Content First, Optimization Later (Conclusion)
It’s worth ending the topic on a common misconception – that optimization precedes copywriting. This is not true, as your visitors will want to read and enjoy content written for human eyes, not for search engines.
Make sure to always create copywriting content first before optimizing for SEO via keywords and formatting. Use personal pronouns, avoid capitalization and exclamation, and be professional and respectful to your platform’s visitors. Before you know it, you will have successfully carved out an eCommerce niche for your platform in the global online shopping industry.
Bio: Kristin Savage is a professional Content Creator and Editor at Classy Essay and Grab My Essay writing services. Her career goal is to deliver practical digital marketing advice to readers around the world while also supporting students through an essay writing service. Kristin is also a constant contributor and assistant at Top Essay Writing, rounding out her portfolio as a valued member of the digital marketing community.