Writing copy for e-commerce websites in itself is a challenge for copywriters. Making a website stand out from the crowd is even more difficult. But with these tips, you’ll be crafting copy that captures the attention of visitors and, more importantly, sufficiently sway them to click and buy.
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5 Tips to Write Great Content for an E-commerce Website
1. Describe a product in a unique and entertaining manner.
How you describe your product influences its selling power. Take note of the characteristics that differentiate it from products in the same category and build on that unique factor. Use accuracy and creativity in your choice of words. Compelling words appeal to the emotions and senses but don’t overdo it. Highlight the product’s benefits to increase the conversion rate.
If the product is not your own, avoid using the manufacturer’s description as it will make your content the same as all the others. This isn’t good for SEO.
2. Use powerful images.
Images are visual content that complement well-written text. Information paired with pictures are retained 65% more by its readers compared to only 10% if read without an image. Social media posts of e-commerce sites get 94% more likes, tweets and shares if enhanced with images.
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All products should include a high quality but small-sized image for faster load speed. To be found more easily on Google, images should have the appropriate name and a description in the alt tag.
Creative Commons in Flickr allows free use of images, and you can choose good pictures on websites that offer free use of images, like Pixabay, Pikwizard, and Unsplash.
3. Invite customers to post reviews.
Research shows that more than 60% of customers read online reviews before deciding to purchase. Reviews offer unique content and they’re free. They also boost clickthrough rates on your search results. E-commerce sire JJ’s House is a good example of how user reviews can be used.
But many customers don’t want to go to the trouble of giving their reviews. Ways to encourage them include simply asking, removing unnecessary barriers to reviews, making reviews visible to readers, or giving incentives discreetly. Publish both good and bad reviews to make them credible and assure customers who write negative reviews that they are being taken seriously.
4. Use content in its various forms.
Mention content and most people think it’s only all about text. But as competition grows, so do content marketing strategies. E-commerce websites don’t depend on one type of content alone. Videos and images are very helpful as tutorials on using a product or explaining its uses and benefits. Infographics present data in visual and easy to understand format. Newsletters keep readers up to date with new products and promotional events while encouraging them to buy. Memes are humorous content that is hugely popular among young people.
Using the various types of content allows you to reach a larger market based on each segment’s interest.
5. Keep updated with trends.
Trends change with the times. An example is the surge in mobile usage in the past few years. Hence, the e-commerce industry had to turn to responsive design or mobile-friendly websites. To survive, you must adapt to whatever is trending as far as content is concerned. Keep reading about search marketing in Search Engine Land, Search Engine Journal, or similar sites. Use Google Analytics to identify trending keywords related to your product. Check out the competition. Subscribe to Google Alerts.
Keeping pace with what’s new is important for e-commerce websites to keep staying alive and relevant. Being left behind isn’t an option.
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