How To Write Ecommerce Content: 2024 Guide

They say content is king, but good content writing really is what gives your content a certain majesty, so to speak. Having a voice and branding that compels your target audience to action is how you can make conversions and sales. At Kreidman, we’ve shared our guide on how to write ecommerce content that appeals to potential customers. Our tips will help you find your tone and craft copy to use for your ads, product descriptions, blogs, and more. Let’s dive in!

Why Good Content Writing Matters in eCommerce

Content serves as a key foundation of your online store, informing visitors and compelling them to engage and buy your offerings. Your articles, product descriptions, and other kinds of copy let potential customers get a better understanding of your product or service. With the right call-to-action content, they’d be more likely to download a brochure, subscribe to your email list, or buy a product.

Good content also contributes to your search engine optimization (SEO) rankings. Having the right keywords allows you to be more visible, giving you an edge over the competition.

Now that you know the benefits of good content writing for ecommerce businesses, here are some best practices and tips to keep in mind.

1. Know Your Audience

Having a high-level understanding of your target audience is key to creating appealing and resonating content. You’ll often need to create a buyer person — the ideal customer — as part of your marketing strategy. Through the buyer persona, you’ll have an in-depth understanding of your potential customer’s preferences and pain points. This insight helps you create content that appeals to these needs and interests while ensuring prolonged engagement.

2. Do Some Keyword Research

One of the critical first steps in writing content is doing keyword research. This is the process of finding the relevant phrases to incorporate into your content. Without the right keywords, your content will not rank on search engine result pages (SERPs). Google, Bing, and similar sites will prioritize websites that offer content related to the user’s search inquiry. Therefore, making your content relevant to your target audiences’ search entries is one way to achieve high rankings.

More than SEO, keyword research allows you to gain marketing insights and get an idea of what to highlight on your products. For example, if your keyword research shows that a certain ingredient is trending for skincare products, then you can pivot your content writing efforts to this ingredient and gain more traffic.

3. Benefit Statements Are Your Friend

Your product can have all the advanced features or trending ingredients, but you won’t gain conversions if you’re just laying out the facts. Your content needs to showcase benefits that address your target customer’s pain points. Present the problem, and then tell the readers how your product or one of its features can solve this problem.

Let’s make an example — you’re selling a stain-remover product. You can mention how other similar cleaners take longer to take effect. This is the problem. Then, highlight how your item works almost immediately, saving time and effort for your customers. The first part of the previous sentence is the product feature and the second part is the benefit statement.

4. Leverage Clear and Compelling Headlines

Headlines and subheadings have several other functions aside from organizing your content. The first one is conveying the value proposition of your product. Another purpose is to make your content more SEO-friendly given how search engines look for relevant keywords on headings. Finally, headings help with summarizing. Most readers are not going to read your entire content, so it’s essential to give them as much information as possible as they skim a page. 

Headlines should be descriptive, but succinct enough that they are not overly long. These should entice readers to keep reading, invoking curiosity and compelling them to go through your content and spend a longer time on your website.

5. Don’t Forget To Maintain Your Branding

In the pursuit of crafting content that’s SEO-friendly and filled with the right keywords, it’s easy to lose your brand’s unique voice and messaging. This is a common pitfall that could lead to robotic and uninspiring content. When writing ecommerce content, make sure to strike a balance. Your company’s unique voice should still emerge even when writing content that’s tailored toward a specific customer. To achieve this, you should define your branding voice from the get-go. Having a specific tone and jargon helps you keep your content cohesive and consistent.

6. Product Descriptions Should Be Detailed

Product descriptions are critical content when it comes to ecommerce websites. These not only inform your potential customers about the benefits and features of your product, but they can also help with SEO. 

When writing effective product descriptions, make sure to include all the relevant details your customer might be looking for, such as dimensions, material, and how-to-use instructions. Then, add relevant keywords that help with visibility on search engines.

7. Take Advantage of User-Generated Content

In the realm of digital marketing, user-generated content is any type of content that your customers made themselves. These include:

• Testimonials
• Reviews 
• Ratings
• Social Media Posts
• Forum Answers
• Case Studies

These types of content can help your ecommerce marketing efforts in two ways. First, user-generated content elicits trust from people who haven’t engaged with or brought a product from your website. These reviews or testimonials serve as proof that your company delivers on its promise. The second purpose of user-generated content is for SEO. These can provide fresh and relevant content, usually containing keywords that search engines will favor.

8. Test and Iterate

Your initial ecommerce writing efforts may not deliver the results you’re looking for, and that’s expected and normal. Crafting compelling and converting content doesn’t happen overnight. It takes lots of research and testing to achieve maximum effectiveness. 

Don’t feel discouraged if the initial metrics did not reach your targets. You’ll need to continuously test various approaches and track their performance. With the data, you can further refine your approach and create more effective content. It’s a long-term investment that requires dedication and patience. 

You can ease the burden by having ecommerce digital marketing experts like Kreidman at your side. We can take care of your content writing needs, so you can focus on other aspects of your ecommerce business. 

Wrapping Up: How To Write for eCommerce

When writing content for your ecommerce company, you should keep your customers’ needs and pain points in mind. This is how you can craft relevant and compelling copy for your articles, product descriptions, and web pages. Then, ensure that your content has the right keywords to ensure visibility in search engines. With the tips we shared above, you craft content that can target these objectives and deliver the results you want.