Words sell. But only if you use them well. Ecommerce copywriting is a tricky skill to master, but the basics are easy to understand.

Well-crafted copy can be the difference between a sale and a lost opportunity. A successful product line and a dud. A thriving business and a dead one.

In this article, we’ll teach you how to make your copy more persuasive so you can win customers and keep them loyal.

Understanding the Basics of Ecommerce Copywriting

Ecommerce copywriting is basically just writing, but used for the purpose of promoting and selling products online. It includes product descriptions, landing pages, and other written content aimed at convincing customers to make a purchase.

Effective copywriting attracts attention, builds trust, and encourages conversions. Ineffective copywriting makes people zone out, doubt your value, and makes them click the X button on the tab.

Bearing that in mind, here are some practical ways you can improve the copywriting on your eCommerce store.

Crafting Compelling Product Descriptions

People read product descriptions before they buy. As a result, these descriptions play a big role in convincing customers to make a purchase…or not. So product descriptions needs to be engaging, informative, and focused on the benefits of the product.

Below, we’ll share a few quick examples on how that works in practice.

#1: Focus on benefits, not just features.

Highlighting benefits that speak to customers’ real needs is key. Instead of simply listing features, explain how the product solves problems or improves the customer’s life.

For example, instead of saying “This jacket is waterproof,” say “Stay dry and comfortable even in the heaviest rain with our waterproof jacket.”

The goal here is to paint a vivid picture. You want the customer to imagine themselves staying dry and cozy in a downpour. When you do this, you help your customer think about how the product will function in their day-to-day life.

#2: Use persuasive and descriptive language.

“This sweater is soft.”

“Experience the luxurious softness of our cashmere sweater, perfect for cozy winter evenings”

That second quote felt more persuasive, didn’t it? And it’s not just because the second option is more benefits-focused, although that definitely helps.

When you look at the second version of the copy, it makes you feel something. It puts an image in your mind and stirs up emotions. That makes the product a lot more appealing.

“This sweater is soft” is something you think when you’re feeling shirts at the thrift store. But “perfect for cozy winter evenings” is what you think about when it’s December, it’s snowing, and you’re snuggling on the couch with your loved ones.

This is how you turn a description into an invitation.

#3: Be concise yet informative.

So far, you might be tempted to think that flowery language outsells plain descriptions. But that’s not the case.

You need to balance between providing enough information and keeping it succinct. The trick here is to avoid overwhelming the reader with too much detail, but still make sure they have all the necessary information to make an informed decision.

Consider using bullet points and short paragraphs to make the content easy to read and digest. For example, instead of a long-winded paragraph about a phone’s features, use a list:

  • Battery Life: Lasts up to 48 hours on a single charge.
  • Camera: Capture stunning photos with a 12MP dual-lens camera.
  • Storage: Available with 64GB, 128GB, or 256GB of storage.

This format is easier to scan and helps customers quickly find the information they need.

Enhancing Usability and Readability

Good copy is easy to read. But it’s also easy to use, which means it is practical.

That means your copy needs to give your customers what they need to find and understand the information they want before they make a purchase.

The principle here is simple – if customers that can easily find and understand the information they need, then they will naturally be more likely to make a purchase.

#4: Use bullet points for clarity.

We mentioned this in the previous tip, but it bears repeating.

Structure information in a digestible format by using bullet points. This helps highlight key features and benefits, making it easier for customers to scan and absorb the content quickly.

For example, list product specifications or unique selling points as bullet points to enhance clarity and readability. Instead of a dense block of text, you could write:

  • Material: 100% organic cotton.
  • Fit: Slim fit, tailored for a modern look.
  • Care: Machine washable, easy to maintain.

This way, the information is clear and immediately accessible.

#5: Maintain a consistent voice.

Having a consistent brand voice across all content reinforces your brand identity and builds trust with customers. Whether your brand voice is casual, professional, or playful, ensure it remains uniform in product descriptions, emails, and social media posts.

Consistency helps create a recognizable and reliable brand image. For example, if your brand voice is friendly and approachable, your product description might say, “Our jeans are perfect for every adventure, from casual Fridays to weekend getaways,” and your social media might follow with, “Ready for the weekend? Our jeans sure are!”

#6: Optimize for readability.

Make your text easy on the eyes by using short paragraphs, varying sentence lengths, and plenty of white space. Use subheadings to break up long blocks of text and improve the flow.

Choose a readable font size and style, and avoid cluttering the page with too much information at once. Instead of a long, unbroken paragraph, break it up:

Comfortable and Stylish Our sneakers are designed with both comfort and style in mind. Whether you’re hitting the gym or going for a casual walk, you’ll love how they feel.

Durable and Long-Lasting Made from high-quality materials, these sneakers are built to last. You can trust them to keep up with your active lifestyle.

This structure makes the content much more inviting and easier to read.

Using Psychological Triggers

Good copy is compelling. But to know what’s compelling, you need to use psychology. There are certain triggers you can use in your copy that will motivate customers to take action and make a purchase. Here are a few that come to mind.

#7: Use urgency and scarcity.

Procrastination kills sales. You need to create a sense of urgency and scarcity to encourage immediate purchases.

Phrases like “Limited time offer,” “Only a few left in stock,” or “Sale ends soon” can prompt customers to act quickly to avoid missing out. Highlight time-sensitive deals and limited availability to drive sales.

For example, if you’re selling a popular toy during the holiday season, you could say, “Only 5 left! Order now before it’s too late!”

This makes customers feel the pressure to buy right away, fearing they might miss out if they wait too long.

#8: Use social proof.

Use testimonials, reviews, and ratings to build trust and credibility. Sharing positive feedback from other customers can reassure potential buyers of the product’s quality and your brand’s reliability. Use quotes from satisfied customers and display ratings prominently on product pages.

For instance, include a customer review saying, “These shoes changed my life! Super comfortable and stylish,” along with a 5-star rating. Seeing others’ positive experiences makes new customers more confident in their purchase.

#9: Appeal to emotions.

Connect emotionally with readers by addressing their desires, fears, and aspirations. Use storytelling techniques to make your products more relatable and appealing.

Let’s say you’re marketing a new pair of noise-canceling headphones. You could describe them as, “Your personal escape into a world of clarity and peace. Perfect for drowning out the bustling noise of daily life, these headphones let you immerse yourself in your favorite melodies or podcasts.”

If you’ve made it this far, then you probably noticed that this combines the vividness and benefits-focused language of tips #1 and #2. But there’s more going on than that. This picks a specific feeling – a desire for peace – and completely focuses on it. That’s how you can make an effective appeal to emotion.

SEO Best Practices for Copywriting

You’re not just writing for people on the internet. You also need to write for robots.

Ecommerce copy needs to work well in search engines. Do this right and you can drive more organic traffic and boost sales.

Here’s how you can do that without making it feel overly-optimized or robotic.

#10: Include targeted keywords naturally.

Work keywords seamlessly into your copy without compromising readability. Use keywords in product titles, descriptions, and headers. Be sure they flow naturally within the context.

For example, instead of keyword stuffing, write: “Our organic cotton T-shirts are perfect for eco-conscious consumers looking for stylish comfort.” This not only includes the keyword “organic cotton T-shirts” but also adds context that appeals to the target audience.

When in doubt, read your copy out loud. If it feels like you’re repeating yourself too much, then you are probably overdoing it on keywords.

#11: Use SEO-friendly headings and titles.

Write headings that improve SEO and attract readers. Use relevant keywords and make headings clear and informative. For instance, “Top 10 Summer Shoes for Women” is better than “Summer Shoes” because it is specific and keyword-rich, making it more likely to rank well in search results.

Being specific helps search engines understand what your content is about and can improve your page’s ranking.

#12: Optimize meta descriptions and titles for search engines.

Create compelling meta descriptions and titles that include targeted keywords. These should accurately reflect the page content and entice users to click.

For example, a meta description like “Shop our wide range of eco-friendly T-shirts made from organic cotton. Perfect for a sustainable lifestyle!” can boost click-through rates. People can see what the page is about before they click.

This description tells potential customers exactly what they can expect while incorporating relevant keywords, making it attractive to both search engines and users.

Continuous Improvement and Testing

Even if you write the perfect copy today, it won’t be perfect tomorrow. You have to change things up regularly. That’s how you keep copy effective and relevant.;

Here is how you can tweak your copy while making sure you don’t break what’s working.

#13: A/B test different copy versions.

Use A/B testing to compare different versions of your copy. Change one element at a time, such as headlines or call-to-action phrases, and see which version performs better.

This method helps you understand what resonates with your audience and continually improve your copywriting efforts. For example, test two headlines: “Grab Your Discount Now!” versus “Limited Time Offer – Shop Today!”

When you see which one gets more clicks, you learn what drives your customers to act.

#14: Gather and act on customer feedback.

Collect feedback from customers to identify areas for improvement in your product descriptions and other copy. Use surveys, reviews, and direct feedback to understand customer preferences and pain points.

Make changes based on this feedback to enhance the effectiveness of your copy. For instance, if multiple customers mention that they love the softness of your T-shirts, highlight the softness in your product descriptions.

Naturally, not every change can be fixed with a copywriting update. But collecting the feedback will help all the same. After all, if your customers want more color options, collecting feedback will give you a sign that it’s time to expand your color palette.

Advanced Copywriting Techniques

The following tips require a greater understanding of the basics of copywriting. But if you can work these techniques in naturally, you can enhance your eCommerce copywriting even more, which will help drive sales.

#15: Tell a story with your copy.

Use storytelling to create a memorable brand experience. Share stories that highlight the benefits of your products or your brand’s mission. For example, describe how your product was developed to solve a common problem, connecting with customers on an emotional level and making your brand more relatable.

Imagine saying, “Our founder created this eco-friendly backpack after struggling to find a durable, stylish, and sustainable option. Now, you can carry your essentials guilt-free!”

#16: Integrate multimedia elements.

You can sell even more by pairing written content with images, videos, and audio. Visuals can make your copy pop and help explain product features better.

Use high-quality images and demo videos to provide a richer, more interactive experience for your customers. This can increase time spent on your site and improve conversion rates.

As an example, you could use a video showing how to use a multi-functional kitchen gadget can be far more persuasive than a written description alone.

Final Thoughts

When in doubt, keep your copy clear, concise, and compelling. You want to give people reasons to trust you enough to give you their hard earned money.

Ecommerce copywriting is not an easy skill to master. But it’s easy to start and mastering it is worth the time.

If you can master eCommerce copywriting, you’ll increase sales, engage your customers, and you may very well build a successful business as a result. Naturally, this is a skill you will need to practice again and again to truly master. But starting from scratch is intimidating, so hopefully the tips in this guide will help ease that learning curve for you!

Additional Resources

To further improve your copywriting skills, consider these resources: