eCommerce Content Writing and Customer Connection

eCommerce content writing is the art of crafting copy for the purpose of brand building, engagement, and sales for online stores.

In this guide, I’m going to highlight what makes this kind of content writing so important, and why engaging with an eCommerce content agency might be the way to go if you want to give your marketing efforts extra polish.

How eCommerce Content Writing Differs From Traditional Content Marketing

Let’s start by detailing what sets eCommerce content writing apart from all of the other copy you find online.

While most content marketing efforts center around providing useful information, eCommerce content is more so centered around conversion efforts.

In other words, well-written eCommerce copy should aid the customer journey and provide customers with important details that will allow them to comfortably make a transaction.

This includes everything from brand-related copy on the homepage, informative category page content, product specs, catchy ad copy, and social media content that helps build engagement and direct traffic.

The majority of copy you will find online tends to be informative and educational. This kind of content is extremely useful, but doesn’t necessarily have anything to do with eCommerce.

Behind the scenes, eCommerce content is typically a lot more strategic, because the ultimate goal is sales. This requires an understanding of customer wants, campaign goals, and other elements that aren’t really factored into most copy.

Making the Customer Connection With Content

Good eCommerce content isn’t just “sales copy,” of course, although there is certainly some crossover. These days, bland sales copy doesn’t really move anyone to purchase, at least without some decent brand authority to back it up.

The key behind eCommerce content is crafting it in such a way that it establishes a connection with the reader.

It doesn’t matter if it’s advertising copy or a blurb on a social media post, all of the content you create should align with the expectations of your target audience and provide them with context related to your brand and what you offer.

When writing eCommerce copy, it’s essential to establish a genuine connection with readers and build trust in order to encourage them to make a transaction. Here are some examples of how to achieve that:

• Use relatable language: Speak to your readers as if you’re having a conversation with a friend. Use casual and friendly language that resonates with your target audience. For example, instead of saying “Our product is designed to optimize your daily routine,” you could say “Say goodbye to morning chaos with our time-saving product!”
• Highlight the benefits: Instead of focusing solely on the features of your product, emphasize how it can solve a problem or improve the customer’s life. Show them how it will benefit them. For instance, “Our ergonomic chairs provide superior lumbar support, so you can work comfortably for hours without any back pain.”
• Incorporate customer testimonials: Including testimonials or reviews from satisfied customers can help establish credibility and trust. Use quotes that highlight the positive experiences customers have had with your products. For example, “Jane S. from California says, ‘I can’t believe how soft and luxurious this bedding feels. It’s truly a game-changer!'”
• Tell a story: Share the brand’s story or the inspiration behind the product to create an emotional connection with readers. Let them know the values and mission of your brand. This helps customers relate to your business on a deeper level. For example, “Our company was born out of a passion for eco-friendly living. We want to make sustainable products accessible to everyone, so you can shop guilt-free.” Telling a story through content marketing is one of the most powerful ways to connect with current and future customers.
• Offer a guarantee: To alleviate any concerns your readers might have about purchasing from your eCommerce store, provide a satisfaction guarantee or a hassle-free return policy. Assure them that their satisfaction is your top priority. For instance, “We stand behind our products 100%. If you’re not completely satisfied with your purchase, we’ll gladly refund your money, no questions asked.”
• Show social proof: Display trust indicators such as security seals, certifications, or logos of well-known organizations you are associated with. Despite how common eCommerce shopping is now, shoppers still want to know they are in good hands and that they are transacting on a website that won’t scam them, rip them off, or cause any other kinds of issues. Showing social proof or trust factors in your copy and advertising content is a must if you want to make that connection.

Enhancing Your eCommerce Copy

Writing effective eCommerce content is a skill unto itself, one that has to be honed after years of experience in the field. Here are some general tips for improving your eCommerce content writing efforts:

Know your target audience

Understand your target audience’s needs, preferences, and pain points. This knowledge will help you create copy that resonates with them and addresses their specific concerns.

Keep it concise

In the online world, attention spans are shorter, so make your copy concise and to the point. Use clear and concise sentences that get your message across efficiently. Avoid unnecessary fluff or jargon.

Use persuasive language

Employ persuasive language that motivates readers to take action. Use strong verbs and compelling adjectives to create a sense of excitement and urgency. However, be authentic and avoid overhyping or misleading customers.

Use storytelling techniques

Weave a narrative around your product or brand to engage readers on an emotional level. Storytelling helps create a connection, captivates readers, and makes your brand more relatable.

Optimize for search engines

Conduct keyword research to identify relevant search terms related to your products. Incorporate these keywords naturally in your copy to improve visibility in search engine results and attract organic traffic.

Highlight unique selling points (USPs)

Identify what sets your products apart from competitors and emphasize those unique selling points. Whether it’s superior quality, eco-friendliness, or exceptional customer service, highlight what makes your brand special.

Make it scannable

Online readers tend to scan content rather than read it in detail. Use bullet points, subheadings, and short paragraphs to make your copy easy to scan. Highlight key information and use formatting techniques to draw attention to important details.

Professional eCommerce Content Writing Services: Take Your Copy to the Next Level

Writing effective eCommerce copy is one of the most difficult aspects of running a successful eCommerce store. Whether it’s content for SEO, your Google ad copy, organic social media marketing copy, or content for your email blasts, this is one area of your business you don’t necessarily want to leave to chance.

Even if you know your products inside and out, eCommerce copywriting experts can put a unique spin on tired copy, write content that is focused on generating engagement, and potentially improve important metrics like click through rate and conversion rate.

Good copy can move mountains in eCommerce, so if you’re looking for something to give you an edge within your niche, this is it.

In the meantime, it’s worth looking at all of the copy on your website and marketing channels to see if it’s speaking to your target audience and performing its job correctly. With the tips featured above, you should be able to make some meaningful changes within your eCommerce content in order to push your store in a better direction.