4 Free Ecommerce Marketing Copywriting Tips
Copywriting is as much a technical skill as it is an art. Here are a few things you should take to heart when writing copy for your ecommerce website and that will support your ecommerce marketing strategy.
1. Keep Your Ecommerce Content Short And Simple
An easy way to chase visitors away from your site in three seconds is to have a page full of impenetrable text. No breaks. No paragraphs. Just a wall of words.
The aesthetics of a copy – how the copy looks before you even read a word of it – is nearly as important as the text itself. If the reader feels like they’re in for an overwhelming amount of information, then they are less likely to take the time to read what you’ve written.
The best way to avoid this problem is by breaking your information up into bite-sized chunks. Use short sentences, lots of paragraph spaces interspersed with pretty pictures, bullet points, listicles, and so on to get your ideas across without overwhelming the reader.
2. Build Trust
Buying things online is inherently riskier than buying them in a brick-and-mortar store. People are concerned about being scammed somehow, that their information is being stolen for nefarious purposes or that the product they’re purchasing is not quite what it seems.
Your online store’s copy is going to make a big difference in either winning or losing prospective buyers’ trust. If the product information copy seems shoddy and full of typos, it immediately starts to seem a bit sketchy.
Research has shown that almost 80% of potential online purchases were canceled at the last minute because the product information was missing, inadequate, or poorly written.
3. Be Persuasive
Find your product or service’s unique value proposition and drive it home. Right up front, let your reader know what you’re selling and why it’s better or more special than what the next vendor is offering.
Everything on the Internet is readily comparable with a quick search. If your only differentiator is price, then you’re playing a dangerous game. You have to find something uniquely valuable that you can offer that no one else is offering. This is as difficult to come up with as it sounds, and therefore takes a lot of thought and strategising.
Most importantly, though, you have to make it abundantly clear to your readers. There is no point in devising a clever and unique value proposition only for your readers to fail to grasp or understand it because it was explained poorly.
Be clear, concise, and convincing.
4. Optimise For Search Engines (SEO)
No ecommerce copywriting would be complete without consideration given to search engine optimisation (SEO). This basic tool in the toolkit of e-commerce copywriting is as much an art as it is a skill.
Overtly repetitive keyword bombing is unnecessary and might even cause modern search engine algorithms to avoid your site, hurting your search rankings. Good SEO copywriting incorporates keywords but also takes into account the readability of the text for human beings. After all, that’s who you want to visit your site in the end.
If the copy is so stuffed with keywords that it becomes incomprehensible to a normal human reader, then you have lost a customer and a sale.
Moreover, a good SEO writer will never ever use copy and paste. Search engines will pick up on it immediately and disregard your site. Write original copy on every page, even in product descriptions, to avoid being knocked out of the race.
For more advice and guidance on how to craft a world-class ecommerce website that actually generates business, contact Open Circle Solutions today!