How to Write Ecommerce Content That Sells


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My final impulse buy was one thing I stated I’d by no means get.

(And sure, that is related to ecommerce content material writing, so don’t skip this half.)

Right here’s what occurred.

My canine had simply come inside from taking part in within the yard and together with her, she introduced a smattering of pine needles, grass clippings, and bits of useless leaves.

Like clockwork, I lugged out our vacuum hose. It was the fourth time that day, and I knew it wouldn’t be the final.

At the back of my thoughts, I thought of that factor I stated I’d by no means purchase…

I used to be sooo tempted—it was solely a fast Google search away.

“That’s it,” I mumbled to myself, “I’ve had enough.”

I opened my laptop computer and typed two phrases into the search bar: robotic vacuum.

There have been a lot to select from—all of them regarded the identical, they had been all throughout the similar worth level, they usually all (largely) did the identical factor.

Right here’s the factor: I’ve no youngsters. I’ve a small residence. I’m bodily ready to vacuum. I by no means thought I used to be the candidate for robot-anything.

But, fifteen minutes later, I had punched in my credit score and was awaiting my spiffy new vacuum.

So, why did I find yourself dropping a whole lot of {dollars} on one thing I initially stated I used to be by no means going to purchase?

And extra importantly, how did I slim down the one I wished so quick?


Bits of ecommerce content material—like touchdown pages and product descriptions—persuaded me that one robotic vacuum was my match made in heaven.

And with somewhat little bit of technique, you can also write ecommerce content material that makes potential patrons say “shut up and take my cash.

Why do ecommerce companies want content material?

Merely put, content material advertising is an efficient approach to drive gross sales and leads.

Particularly if you’re in a aggressive area of interest.

Assume again to my robotic vacuum buy.

Virtually all vacuums had been the identical. However the one I bought did a greater job of promoting itself to me.

In ecommerce, you don’t have the posh of schmoozing your potential patrons—your content material has to wine and dine for you.

How to write ecommerce content material

Though writing nice content material is a science, these these six steps will enable you beef up your ecommerce content material writing.

1. Nail down your distinctive promoting proposition (USP)

A novel promoting proposition—also called a novel promoting level—is what makes your product totally different (and a lot higher) than your opponents.

An example of a USP is Death Wish Coffee which claims to be the world’s strongest espresso.

Figuring out your USP makes it simpler to stand out amongst your opponents.

2. Gather voice-of-customer (VOC)

VOC is the phrases and phrases your clients use to describe their ache factors and wishes. For instance, in case you promote candles, your clients might say issues like:

  • “I want a candle that makes my home smell nice”
  • “I want a candle that looks pretty”

In your gross sales copy, you need to use the precise phrases and phrases your clients use time and time once more. With our candle instance, a header on the gross sales web page (that makes use of VOC) may very well be: A candle that appears fairly and makes your property odor good.

You would possibly assume that sounds boring, however intelligent headlines aren’t essentially higher. A highly-respected copy collogue of mine at all times says, “quirky-cute doesn’t sell,” which means that humorous or cute taglines might sound spectacular, however they gained’t essentially drive residence gross sales.

While you incorporate VOC into your copy, your prospects will really feel related to your message and will probably be extra possible to convert.

To search out VOC:

  • Head into on-line boards—Reddit, Quora, Fb teams, Slack channels—and browse what your prospects are saying and the way they speak. Jot down phrases that come up time and again.
  • Discuss to your gross sales staff and different customer-facing groups to see which phrases they hear clients say.
  • Conduct buyer interviews or surveys.

3. Define your product’s advantages

Options inform, advantages promote. Prospects need to know what drawback of theirs your product solves. You do that by showcasing the advantages over the options.

For instance, listed here are two fictitious header choices for an internet growth firm:

  1. Web sites constructed with the GeneratePress WordPress theme (feature-heavy header)
  2. Lightning quick and responsive web sites so that you rank larger in Google (benefit-heavy header)

Quantity two is a lot extra interesting—it focusses on the profit moderately than the function.

Don’t you realize the place to begin? First, make an inventory of key options of your services or products. Second, after every function, ask a primary query of ‘so what?’. This provides you with some concepts on how to flip options into advantages.

Do not forget that every profit provides your potential patrons another excuse to buy your providing versus one other.

4. Gather social proof

Social proof is a psychological phenomenon and an affect advertising method. To extend conversion charges, you have to be utilizing social proof. Social proof will be:

  1. Testimonials
  2. Critiques
  3. Star rankings
  4. Social media presence
  5. Variety of social media shares
  6. Consumer-generated content material
  7. Logos from established manufacturers

Apparently, 88% of consumers contain social proof of their on-line shopping for resolution.

Don’t you realize the place to place social proof inside your web site design? The entrance web page of your web site is a wonderful place to reveal your social proof. One other essential place for social proof in your website is on the gross sales web page, specifically proper after a call-to-action or button.

In the event you’re nonetheless undecided, look by way of your web site as a customer and see what sort of social proof you want to see that may make you full the acquisition.

5. Begin writing

After amassing the above data, it’s time to write your content material. Within the subsequent part, we’ll study several types of ecommerce content material so you may have a greater concept of how to write particular kinds of ecommerce content material.

In the event you’re not sure how to format your copy, look to tried-and-tested formulation to assist. A preferred one is AIDA which stands for Consideration, Curiosity, Want, and Motion.

6. Optimize for website positioning (non-compulsory)

Ecommerce SEO (website positioning) is the method of constructing your on-line retailer extra seen to search engines like google to drive natural visitors. When folks seek for a services or products that you just provide, you need to rank as excessive as potential to generate extra visitors to key pages.

Ecommerce website positioning normally entails:

  • writing click-worthy content material titles
  • bettering your ecommerce website’s web page pace
  • enhancing your web site structure
  • writing participating content material for product descriptions
  • paying consideration to inside hyperlink construction for a greater consumer expertise
  • including key phrases to locations like your pages, weblog posts, and product descriptions

You don’t want to optimize the whole lot for website positioning. Loads of my purchasers don’t need to optimize their gross sales pages for website positioning as a result of they plan to drive visitors to it by way of an electronic mail record, and don’t essentially need chilly visitors from search engines like google touchdown on the web page.

However, I like to recommend optimizing product pages and product descriptions, and prime of funnel content material like weblog posts.

If you need to begin studying website positioning, take a look at my free website positioning coaching.

4 highly effective kinds of content material for ecommerce platforms

The kind of content material for an ecommerce website will depend on your services or products, nevertheless, there are 4 widespread kinds of content material that every one ecommerce websites ought to give attention to.

1. Product descriptions

One of many first point-of-contacts in your web site for potential clients is the product descriptions.

A product description is a snippet of textual content that’s featured close to your product. This article will typically present particulars in regards to the merchandise which can be useful for customers and can embrace key phrases which can be vital for SEO (website positioning).

Web sites function descriptions beside of beneath their merchandise.

Whereas writing descriptions:

  • slim in on the ache factors of your product
  • give attention to the product advantages moderately than the options
  • add related long-tail key phrases into your product description so it’s extra possible to rank on Google and different search engines like google


Boom by Cindy Joseph succinctly describes their product to their viewers of girls 50+ years outdated. Phrases like “sophisticated shine” and “ultra-hydrating formula” communicate to the ache factors and wishes of mature girls who need to put on a lip gloss that isn’t thick or drying.

2. Touchdown pages

A touchdown web page—the web page your guests land on after they click on a hyperlink—is what provides your web site guests an preliminary peek into what what you are promoting is all about. Consider it as a entrance door to your ecommerce enterprise. It’s objective is to set off motion of some kind, whether or not that’s to purchase a product or join your electronic mail record.

Good touchdown pages are concise—particularly within the case of services or products pages—and lay out the worth of your product.

Imagine me, directness will be very refreshing in your viewers who simply needs to discover a resolution to no matter drawback they face.

Beneath are a few of my favourite ideas for writing touchdown web page copy:

  • lengthy copy isn’t essentially higher—write nevertheless a lot you want to promote your product. In the event you aren’t certain how a lot to write, use a device like Hotjar to create heatmaps and see the place customers drop off your web page.
  • make your worth proposition explicitly clear—what’s going to your reader get in the event that they comply with by way of along with your CTA?
  • speak much less about you and extra about how your product impacts the reader
  • use power words in your copy
  • don’t cover any vital data—make it straightforward for readers to get all their questions answered with out clicking round (as a result of most individuals gained’t click on round; they’ll simply go away)
  • embrace testimonials and social proof to convey belief


InfiniteMoon’s landing page clearly reveals how opinions and testimonials can be utilized on a touchdown web page to make a sale. On prime of that, InfiniteMoon makes excellent use of the area above the fold, delivering its worth proposition by way of a punchy headline and emotive hero shot.

3. Shopping for guides

When a buyer searches for a product on-line, a shopping for information can function a approach to persuade them to make a purchase order. Extra particularly, the information can persuade them to purchase out of your model over the competitors.

Writing shopping for guides assists clients by offering useful details about no matter you promote. Including an efficient purchaser’s information or two to your web site will profit what you are promoting and, when optimized for search, may even convey a gradual stream of visitors to your website.

Plus, shopping for guides present that you just care about your clients. Effectively-written guides can take the place of a customer support consultant as they’ll reply questions and assist clients examine potential alternate options.

By offering a precious supply of knowledge in your potential and current clients free of charge, you show that you just really need to simplify the shopping for course of for them. This helps to foster belief and model loyalty.

Think about the following pointers whereas writing your subsequent shopping for information:

  • hold it unbiased and impartial
  • listen to the content material construction so it’s straightforward for customers to learn (embrace screenshots, headers, and use brief paragraphs for simple studying)
  • embrace related hyperlinks for therefore readers can click on on the gadgets they need to buy


I wrote this piece for InVideo discussing 20 totally different Instagram video modifying apps. Two of the apps I discussed had been InVideo’s personal apps. The piece takes an unbiased have a look at totally different apps to assist the reader select the proper one for themselves.

4. Ecommerce e-newsletter

E mail advertising remains to be a considerably efficient approach for ecommerce web sites to interact with their viewers. The truth is, 87% of promoting professionals listed electronic mail as one in every of their prime free natural distribution channels.

An ecommerce electronic mail e-newsletter permits you to present your model’s persona, serving to distinguish you out of your rivals. And very similar to assembly folks in the actual world, the extra they get to know you, the extra belief they’ll really feel towards your model.

Secondly, an electronic mail e-newsletter is a confirmed approach for an ecommerce enterprise to ship tailor-made messages to new and current clients. You possibly can simply phase emails, create tailor-made messages, and dynamically change content material based mostly on the subscriber’s preferences.

Lastly, constructing an electronic mail record can drive visitors to your touchdown pages, product pages, class pages, and on-line store.

A few of my ideas for creating high-performing ecommerce newsletters:

  • phase your record to create extremely personalised content material—50% of consumers say that personalization based mostly on curiosity has persuaded them to buy from a model
  • use clear product photographs or present folks how your product can be utilized
  • create a wholesome mixture of promotional and academic content material (80% instructional and 20% promotional is an efficient place to begin); no one needs their inbox overflowing with promotional emails


Dynamite’s e-newsletter is a one-two punch. First, the content material throughout the e-newsletter is very precious to the reader and teaches them about tonal dressing.

However extra importantly, Dynamite options their personal merchandise as a simple approach to gown tonally. The recipient will get to be taught one thing new whereas additionally being marketed to in a really non-invasive approach.

Time to sharpen your pencil and write content material in your ecommerce web site

Producing high quality content material is a mission-critical progress methodology in your ecommerce web site. Content can create constructive experiences in your potential clients and compel them to return for extra!

In the event you’d like to go the pencil to a professional, attain out to me and I can give you a quote.

This text might embrace affiliate hyperlinks. As an Amazon Affiliate I earn from qualifying purchases.

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