There used to be a time when e-commerce content was the last thing anyone ever thought of. It used to be simple. You never had to display your content before with visually-appealing web page designs or expertly-crafted words.
The same just cannot be said anymore. With the rise of SEO-optimized content, Google would penalize any half-effort work. This makes e-commerce content writing more important and, at the same time, more challenging than ever before. Your beautiful-written copy is totally worthless if nobody knows it exists.
Great content is also ‘findable’. This means you need content that grabs readers’ attention and makes them take action. As we begin to realize the importance of gripping content writing for e-commerce, it is not enough to have a random cluster of words placed here and there on your website. To entice more buyers and build a relationship with them, you need words that breathe life into your content.
Today, you need to know what the perfect e-commerce content consists of according to SEO web content standards. This post will cover everything you need to create rich and reliable content to optimize your online retail business, so let’s dive right in!
The Importance of Top-Notch E-Commerce Content Writing
Creating effective brand-based content to educate and influence buyers about your products is vital to attracting and converting leads. From short product descriptions to convincing testimonials to compelling product reviews – if you are running an e-commerce business, you will need authentic and engaging content.
According to Fortunly, a whopping 50.5% of US customers have revealed that they expect more from the online stores they visit. High-quality, high-impact content is needed here to boost your digital marketing and e-commerce advertising.
Online shoppers appreciate it when you give them valuable information about your products, services, return policies, and any other helpful facts that will make them more confident about doing business with you. Engaging blog posts and complete and correct product descriptions improve the buying process and enhance the overall shopping experience.
E-commerce content writing pulls more customers and hence, more business to your platform.
What Should Your Homepage Have?
The first step in any e-commerce content writing process would always be doing or redoing the homepage. You need to understand that user experience is a determining factor for online purchases. No one would ever want to buy from a place that’s frustrating to navigate through or off-putting due to a lack of engaging content. This includes all the elements contributing to the overall UI/UX design, such as loading speed, website structure, content quality, and innovation.
In short, a homepage can make or break a website. It’s where users get a first impression of your online retail store. You need it to be attractive enough to catch and hold a visitor’s attention, and from there you can redirect it to other important areas, like the different product or category pages. This is done to help customers branch further into your site, increasing the likelihood of a potential sale.
Next, we’ll discuss the importance of the information you disclose to your reader and a couple of features you should consider adding to your website’s homepage.
With the importance of content writing for e-commerce out of the way, it’s about time we discuss what type of content is needed for your e-commerce platform.
For an online retail business, informational content plays a huge role in gaining readers’ trust. This informational content can either be user-related or focused on the product. Both of these have their own benefits and drawbacks, so continue reading to learn more about the types of informative content you can include.
User-related Informative Content
This is the kind of content that would help visitors navigate your website and absorb valuable information. For example, a buyer will look for product features, specifications, reviews, price range, and other crucial details to make a purchase decision. In particular, users tend to learn about prices, delivery times, terms and conditions, or refund policies through user-related informative content.
Brand-related Informative Content
Meanwhile, brand-related information is included in e-commerce content writing to engage with and build a better relationship with the customer. It plays a vital role in reeling in new buyers or maintaining your current clientele.
This information can often be found on the landing or statistic pages of e-commerce sites. You would not have to update the content regularly for these web pages. Some examples of what they could include are the brand’s mission statement, backstory, or company history. You can even use this content to indicate current vacancies or the experience of your team members.
Informative content can be categorized as History, About Us, or similarly-named sections on the website. Their purpose is to represent what your brand is all about. Content writing for e-commerce sites, hence, represents the brand in a humanizing way. You’d want your readers to trust you by providing a personal touch to your webpage.
Believe it or not, testimonials play a huge part in the success of your e-commerce business. When they are visible on your front page, they indicate your past deals to potential buyers.
The positive reviews by satisfied users convince prospective shoppers and website shoppers that you are legitimate and deeply care for your customers. It gives them a better feeling about your products and services, giving them a reason to trust you and your brand.
Tips for Writing Better Content
With a basic idea of the content you need for your website, it’s about time we discuss tips that guarantee to improve the content quality.
Avoid Duplicate Content
When undertaking e-commerce content writing, duplicate, plagiarized, or unoriginal content is a reoccurring issue. Often, it occurs because writers would mimic text from different sources for their product descriptions.
Although this may seem like a straightforward approach to content writing for e-commerce sites, you need to understand that Google heavily penalizes websites for these mistakes. In fact, Google would even index the original content instead of yours. As a result, this causes you to lose the potential leads and any profit you could have made from the copied work.
On the same note, as an online retail business, you might think it would be fine to use the product manufacturer’s original description. Again, you need to realize that many other websites would do the same. This results in duplicate content and a subsequent penalty charge.
Finally, if you have a biographic snippet or company motto appearing on multiple parts of the service page, you might consider changing that too. Since these phrases are reoccurring, Google views this data as a page with low-quality content or spamming. Especially among e-commerce websites, doing so increases the chances of putting off website visitors because product descriptions tend to have repetitive phrasing.
The Use of Active Voice
Another common practice is the use of active voice in e-commerce content writing today. This helps express your thoughts in a coherent and manageable way. It encourages readers to feel like they have command over whatever’s being said. Unlike passive voice, the use of active voice creates a tighter copy and a faster-moving narrative, making it easier to understand and more engaging for the readers.
Meanwhile, passive voice provides a more academic feel to your writing. It makes your readers feel like they are about to fall asleep or listen to a stern lecture. Active voice, on the other hand, gives a more personal feel to the writing, making the content more relatable to the readers.
The Bottom Line
There’s a lot that goes into e-commerce content writing. Whether it’s the information you relay to your customers or the type of tone and language you use, everything can influence a potential customer into staying on or leaving your website. It’s a job that entails a lot of careful planning and consideration of minute details.
We won’t blame you if you are looking for an easy way out. In fact, at One Content Pro, we handle everything from content ideation to final delivery so that you can focus on other areas of business.
We deal with all kinds of verticals and niches in e-commerce content writing, including fashion, accessories, finance, technology, groceries, travel, and more! To stay ahead of the curve, give us a call today!