If you run an E-commerce business, the design and content of your website is everything. This is because the design and layout of your site coupled with the content is going to impact how many of your visitors actually convert to sales. Not to mention that your copy can impact your SEO and visibility, determining how much traffic you get to your web pages.
For this reason, you need to do all you can to choose branding and a design that is going to be aesthetically pleasing. You also need to make sure that you get your content just right. This includes perfecting your product descriptions, adverts, ‘about us’ pages, blog posts or any other copy that appears on your site.
So, if you’re looking to update your website and increase conversions and sales, Evalian.co.uk have put together this guide to help. Below are nine tips for writing standout copy for your E-commerce website.
Be sure you know your audience
First and foremost, you need to make sure that you understand who your audience is so that you can tailor your content to target them specifically. A helpful way to determine your audience is to create a buyer persona. These personas (you can even make several) need to be very specific, giving lots of details about your target audience. These can then act as a reminder to you when you’re designing your website and putting together content, giving you a much better understanding of their likes, dislikes, wants and needs so you can tailor your copy to best grab their attention.
Use language to create a sense of urgency and/or exclusivity
A key selling technique for E-commerce businesses is to create a sense of urgency or exclusivity through your copy. In doing so, customers can become convinced that they need to make the purchase as soon as possible or risk losing out. The same applies for exclusivity! After all, we all love a bargain and existing or potential customers love to think they’re being offered a saving. This is usually done through exclusive discounts, for example, ‘get 15% off on your first purchase’. Other phrases that can help to create a sense of urgency include:
- While stocks last
- Limited availability
- Limited time offer
- Order before midnight to receive your 10% discount
Avoid cliches and jargon
Nowadays, consumers like their journey from discovery to purchase to be as easy as possible. One way to make this happen is to use clear, concise copy that quickly tells them everything they need to know about your product or services. As such, it’s best to avoid using jargon, cliche phrases, long sentences or fluff throughout your website. This includes any copy on your blog or webpages and also your product descriptions. Keep these as short and sweet as possible.
Use your website to tell a story
On your website, you’ll have a number of opportunities to use your copy to tell a story. Help customers understand why your product or service is the best and why they should choose you over your competitors. To do this, create an engaging brand story/about page which tells them how the company came to be. You could also share other content such as videos, customer reviews and blog posts which add to their experience and help to tell the tale of your brand and products.
Put the most important information first
This one might seem very basic, but you’d be surprised how many businesses get it wrong. In today’s always-on culture, most consumers have a short attention span and therefore will only dedicate a few seconds to reading your pages and product descriptions. Because of this, it’s important that you put the most important information near the top of the page or description so they can quickly determine whether you’ve got what they’re looking for. If your content is too long or the important information is buried in a large body of text, it’s likely that they’ll leave the page without actually reading it.
Include a call to action
Not only is it important that you put the most important information at the top of the page, but you also need to make sure you’re always adding a call to action in your text, whether this is on a product description, blog post or advert. Call to actions are there to convince the visitor to complete the desired action whether that’s making a purchase, signing up to a newsletter or clicking through to another page. Some of the most simple but effective calls to action include:
- Buy now
- Continue shopping
- Find out more
- Get started
- Sign up
- Shop now
Write killer headlines
It’s likely that you’ll have titles on your pages, but you might also have bodies of information broken down into smaller bitesize chunks. In this case, you need to make sure that any headings you have grab the reader’s attention and encourage them to keep reading and keep on learning about your brand. This also applies if you have a blog attached to your website, as many businesses do these days. Make sure all posts you share have attention-grabbing headlines that intrigue your reader.
Use persuasive language
The language you choose for your E-commerce website is very important and it’s a good idea to get comfortable with using persuasive language. Sensory words can also be a great way to encourage sales because this activates the sensory areas in the brain and can be enough to persuade customers, they need your product. So when you begin writing product descriptions, in particular, persuasive words like the following have been said to increase sales:
Include social proof
If you’ve got testimonials from customers shouting about how great your products or services are, be sure to use these in your web copy. You might wish to have them as stand-alone boxes or include little snippets and quotes in your blog posts and other bodies of text across your site. Social proof is very important to today’s consumers. We rely on the reviews and opinions of our peers to help influence our buying habits, so using testimonials and positive reviews in your content can be hugely beneficial for boosting sales.
Written by Stuart Cooke, Marketing Manager and Blog Editor at Evalian. Data protection and cybersecurity consultants and training providers.