When you launched your Ecommerce business, did you know words were going to be such a huge part of your marketing? Beyond the beautiful lifestyle images or cool designs?
Copywriting for your Ecommerce business is all about using language that’s persuasive, while showing your audience how your product/service can impact their life.
A cozy couch for snuggling up with the whole family on movie night?
A high-tech gadget that turns ten tasks into one?
A luxurious skincare product that gets everyone asking if you ‘did something different’?
As a business who solely sells online, creating a human touch through language is all the more important. And on that note, here’s the basics of what you’ll need to consider:
Website copywriting for Ecommerce // What to Include
- Brand basics: As an ecommerce company, you’ll probably have competitors with similar products to yours somewhere. That’s why you need to set your brand apart from the rest with a unique mission statement, value proposition, brand story, and key messages. These should be obvious across your website to inform customers why they should choose you.
- Strategic user journey: Putting 100 products on your homepage isn’t going to entice someone to buy what you’re selling. You need a clear user journey which allows customers to easily find what they’re looking for, without overwhelming them. They should also be able to contact or email you, find out more about your brand, and easily navigate your website.
- Catchy headlines: Your headlines should contain a few short words that tell your audience more about you or your products and services. As a stand-out piece of copy that draws the reader’s eye straight to them (usually in bold or large text), you need to make them count. Techniques like rhyme or alliteration could be applied in or to make them catchy and intriguing.
- Compelling product descriptions: Never overlook your product descriptions. Whether you’re a food brand, a clothing brand, or a kids entertainment brand, your descriptions are a key piece to selling and generating excitement to buy with you. Read our latest blog on product descriptions here.
- About page that heroes the customer: Although your about page should include your mission and values, it’s also a space that should still come back to your customer. For example, what pain or need did you identify and want to address? Where did you see a gap that you wanted to fill for your community? Your about page is the perfect place to address these questions.
- Call-to-actions that also capture your brand voice: Your brand voice should follow you throughout every touchpoint of your brand. And your CTAs are a fun way to do this. You can use phrases like ‘Shop Now’ or ‘Book Today’ to guide your buyer. Depending on your brand voice, you could also use phrases like ‘Gimme The Goods’ or ‘Get That In My Wardrobe Please’.
Email copywriting for Ecommerce // What to include
- Write with a clear objective: Emails should be used for different purposes. For example, a newsletter might be sent to nurture current clients, whereas a welcome sequence or drip campaign may offer incentives like subscribe for more access.
You need to consider who the email is going to, at what stage they might be in your funnel, and what the goal of the email is. EG do you want people to click to purchase a specific item or click to read your latest blog? And you’ll want to make sure you don’t have too many CTAs per email.
- Draft multiple subject lines: Your subject line is the gateway to a successful open rate, so it’s important to make it intriguing. You can use techniques like adding someone’s name, asking a question, or leading with a cliffhanger. Draft a few options and choose the one you think is the most exciting or catchy.
- Personalize your emails: If you don’t yet know what a merge field is, we’re here to tell you it’s your email’s best friend. A merge field is used to add a person’s name to your email. This automatically makes the reader feel like you are talking directly to them, on more of a friend-to-friend basis than a can-I-bother-you sales man on the street.
Our tip is to make sure your data is clean however, because there’s no worse conversation killer than receiving an email that says: Hi <first name>.
- Remember your format: Your ecommerce email copywriting should be easy to read, especially when thinking about mobile view and avoiding large chunks of text. Make sure you use short paragraphs, headings to break up sections, and a font colour that isn’t harsh on the eyes.
- Test and test again: Test different subject lines, copy, and offers to see what resonates best with your subscribers. Use A/B testing and other methods to continuously improve your email copy and reach your targets. Make sure your text to image ratio is balanced too in order to avoid the sticky web of spam filters.
Here’s a quick snapshot of an email campaign we wrote for Treeline Collective:
Blog copywriting for Ecommerce // What to include
- Attention-grabbing headlines: There’s some proven formulas you can use for headlines, such as specific timeframes (“The Secret To xxxx In Just 10 Days”) or focusing on pain points “Attract More Customers With Our Top Five Tips”. The key is to make sure you write a few options first to narrow it down to the best one, and also monitor your analytics to gauge which headlines brought in the most traffic and why.
- Valuable content: If your blog isn’t educational or entertaining, no one will want to read it. Even if you have the best headline in the world. At My Networks, we don’t believe in creating content for content’s sake. It needs to have a specific purpose, a goal, and offer relevant information to your audience. See the section below for some ideas on what to blog about.
- Formatting: When I first started blogging back at the fresh old age of 15, I would write heaps and heaps of text. Slowly, I learned the best blogs also looked beautiful. They were easy to read, were broken up with images, headlines and bullets, and were easy to navigate between posts. While what you say is undoubtedly the most important part of a blog, you do also need to make sure the format reflects the professional content.
- Your Beginning and End: Your beginning and end should always refer back to the headline. This ensures you have a well-rounded blog that immediately addresses what your audience is hoping to read about, and ends with some kind of summary about that topic.
- Optimize for search: Search engine optimization (SEO copywriting) is important for driving traffic to your blog post. Try to find keywords that have high search volume with low competition, and be sure to test them in the wild (EG on Google Search) before using them in your blog. This helps to go beyond the surface level of each term and phrase to make sure they are relevant to your audience and content.
Blog copywriting for Ecommerce // Ideas and Inspiration
Your ecommerce blog can help position your brand as a thought leader and expert in your industry. It’s reported 61% of online consumers in the United States have made a purchase based on recommendations from a blog, for example.
Here are some types of content that ecommerce blogs typically include:
- Product related: Write detailed reviews of your brand’s products and highlight the features and benefits. This is the perfect space to go into even more detail than perhaps you are able to on your website or product descriptions.
- How-to guides: Create step-by-step guides that help readers solve a problem or complete a task related to your industry or products. This could include tutorials on how to use your products or advice on how to achieve a specific goal.
- Industry news and trends: Keep your readers up-to-date with the latest news and trends in your industry. Write about new product releases, changes in the industry, or other relevant topics.
- Brand related: Take your customers on the journey with you. Write about what’s been happening inside your company, any new endeavors you have achieved, or coming soon! things happening behind the scenes.
- Guest posts: Invite guest bloggers to write for your ecommerce blog. This can help to diversify the content on your blog and provide a fresh perspective, as well as increase your reach among their personal audience.
- Customer stories: Share stories and testimonials from satisfied customers. This can help to build trust with potential customers and showcase the benefits of your products.
- Promotions and deals: Use your blog to promote special offers or deals that are available to your readers. This can help to drive sales and create a sense of urgency.
The short of it all?
Ecommerce brands require professional copywriting across all touchpoints of their brand, from product descriptions to social media, blogs, and press releases. Make sure you’ve solidified your tone of voice and always address the needs and desires of your audience with specific goals in mind.
If you’d like help copywriting for your ecommerce brand, head on over to the contact page and send us an email! Our wordy wisdom (and passion for language) is just one click away.