We agree- content creation for eCommerce pages can seem every bit intimidating.
Even the best writers may get the jitters when it comes to effective writing for online articles, blogs, or simple product descriptions. And to be honest, striking the right balance between writing too much and too little takes some time and practice.
So, while you hone your writing skills, here we are with some useful tips and tricks for content writing for eCommerce products. So, let’s dive in!
8 Tips For eCommerce Content Writing
1. Determine The Buyer Persona
One of the first things to consider even before writing product descriptions for an eCommerce product is the buyer persona. It’s nothing but a description of your ideal target buyer, which includes crucial demographic information like age, gender, location, and interests.
This will, in turn, help you highlight the features of the product that will appeal to that section of potential buyers. In most cases, you might end up writing different product descriptions for the same product, copying and pasting might result in duplicate content. Ensure everything is uniquely written to avoid any duplicate content issues. This can be challenging, especially when trying to maintain quality content across your entire eCommerce website.
Let us explain this better with an example. Say you’re selling rain jackets from an online store, and your first buyer persona is a middle-aged man. So, you’d want to focus on the durability and cost-effectiveness of the product.
On the other hand, if you’re targeted buyers are teenagers or people in their early twenties, it might be a good idea to talk about the styling aspect or relate the jackets to outdoor adventures. Although writing different product descriptions may seem like a tedious job initially, it’s one of the most effective ways to ensure targeted selling.
2. Understand Your Goals
The purpose of eCommerce content writing may not always be restricted to product or service sales or even SEO related. In fact, proper content marketing can play a huge role in reducing cart abandonment and improving organic search ratings.
In case of the latter, make sure that you use the right keywords to make your website or webpage more relevant by performing in-depth research. We will discuss more about this in the later sections.
Hence, it’s necessary to consider the exact goal that you aim to achieve with the content. For instance, you may need to clarify the descriptions so that potential buyers find the answers to all their queries. Similarly, if you have started a new website, the primary goal should be to attract maximum user traffic in a short span so that people know about the existence of your business.
Here, it’s important to remember that you might need to experiment with the format and writing style to see what works best for your clients or buyers. So, take some time with this step.
3. Using The Right Words
Since online content is the key mode of communication for an eCommerce website or platform, you’d want to make sure that you’re saying the right things the right way. There are some words (known as power words) that help persuade the buyer without coming across as too pushy or sales-like.
For example, words like now, suddenly, announcing, quick, hurry, sensational, amazing, etc, are known to increase the value of the product in the buyer’s mind. However, they should be used strategically so that the overall description reads genuine.
4. Focus On SEO And Keywords
Keywords and SEO (Search Engine Optimisation) are the two most important factors that contribute to better search engine rankings and should be considered when writing eCommerce content. Be it for product descriptions or blog posts; quality content will never use keyword stuffing, as search engines like Google can automatically detect it, thereby resulting in lower rankings.
Likewise, avoid writing duplicate content in a bid to increase the keyword count. Multiple online stores or pages tend to copy the manufacturer’s words, making the descriptions redundant.
Multiple online resources help users figure out the most relevant keywords according to specific topics, businesses, or industries. Other than that, you can look at your competitor’s websites or posts to see how their keyword placement has helped them achieve better search engine rankings.
Inserting relevant keywords in the page title, product title, meta tags, and ALT tags can also improve search rankings.
5. Write In Active Voice
One of the fundamental aspects of writing compelling online content that many writers tend to overlook is using active voice.
While active voice is considered more direct and authoritative, passive voice often becomes difficult and complex to follow. Not only does it affect the perceived clarity of the message, but it may also force your audience to look for better alternatives.
And there’s a good chance that your customers may not want to spend much time deciphering the meaning of the passive sentences, especially if your competitor has content that’s easy to read and comprehend!
6. Establish Your Brand’s Voice
In the absence of a physical store or other tangible features that customers can relate to, your brand’s voice may become the single biggest persuading factor. Think of it as a personality that helps potential buyers connect to the overall business and the type of products you sell.
The brand voice is a major determining factor of the tone and vocabulary of the posts and how your content will address the readers. This is also important to maintain uniformity in the overall writing so that customers don’t get confused or lose the sense of attachment with the brand.
However, business owners must ensure that their brand’s voice is in accordance with the type of products they deal with, this applies to all eCommerce content. A high-end brand might adopt a more professional and upscale approach by using words like “one-of-a-kind” or “premium” to lay emphasis on the quality of the products.
But a company that sells board games must have a more informal and fun writing style to connect better with the younger audience for effective conversions from mere website visitors to buyers.
7. Present A Solution
A good product description should be written in a way that the product becomes a solution rather than an item of sale. You could even present your product to help people achieve their aims or goals, even if they are something as basic as drilling holes in a concrete slab.
Here, you can also talk about positive customer reviews and show how your product has helped in making life easy for the buyers. Most people will believe in the experience of their peers more than they would in your content, so use that to your benefit.
Another technique that will capture the attention of your audience is creating a first-hand experience, which will make the readers feel that they already own the product. This may well create a deeper emotional bond, making them want to try it even more.
8. Include Visuals
You know how the good old saying goes- “a picture is worth a thousand words.” Even when writing content for an eCommerce product, there’s only so much that you can do with words. Hence, pairing those text descriptions with relevant images and videos can convey your message more effectively on your eCommerce website.
There are a lot of people who will just scan through the sites or pages, and using colourful graphics can successfully catch their attention amidst the sea of text. That perfect image that represents the product can make all the difference.
Furthermore, a product video can be a great way to describe certain features or the overall usage of a particular product. At the same time, keep the descriptions short and crisp so that buyers can get the crux of the matter in the first reading itself.
Writing For Your eCommerce Store
With that, it’s time for us to wrap up today’s guide.
Whether you plan to hire a writer, a content marketing team, or wear the hat yourself, make sure to keep the basics of eCommerce content writing in mind. The best product descriptions are often the ones that use simple yet strategic words to draw the buyer’s attention.
It’s strongly advised to research before writing, looking at reviews and what they talk about and keep your customer and their priorities top of mind.
Like any content that goes on your website, it needs to be quality content, not all content creation teams work the same, ensure yours focuses on everything that matters.
And with the right mix of text and graphics, increasing conversions rates shouldn’t be a challenge anymore. Signing off with best wishes!
Kristi is head of content production and editing at sitecentre and joined the team in early 2021 based out of our Sunshine Coast office to deliver higher-quality content to our partners. Kristi has a vast knowledge of copywriting styles and experience to accelerate the production of SEO friendly content at the highest levels.