Welcome to our second post in our copywriting series!
This is where things get real!
In this post we’re looking at:
❓ What are the benefits of copywriting for an ecommerce store?
❓ Does copy matter for making sales?
❓ Should you DIY or Hire a Copywriter?
This is a particularly juicy topic, so let’s take a closer look at copywriting for ecommerce!
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What are the benefits of copywriting for ecommerce?
There isn’t really a subtle way to put this, but one of the most obvious benefits of copywriting when it comes to ecommerce is making sales. Good copy can engage your customers, increase your conversions and therefore drive up your revenue.
But of course there is more to it than that. Copy is part of your brand as much as design and fancy logos, so it is truly your voice out there in Internet land.
Or looking at it this way: good copy helps elevate your brand and help your store stand out amongst your competition, so it can also help you grow, help expand your audience and increase traffic to your store, lower those bounce rates, and keep your customers coming back for more.
To this day, email is still king (or should that be Queen…? 🤔) so if your email newsletters and abandoned cart emails are doing their job, that will also help your revenue.
How can you promote your ecommerce website?
Copywriting can also help promote your ecommerce store, because marketing and promotion are pretty much the same, and copy covers any marketing related text. From writing a great ad, to boosting organic traffic through SEO, to product descriptions and calls to action that convert, promoting your ecommerce store really does come down to the copy.
And while we’re talking about promotion and marketing, it logically makes sense to talk about sales, too..
Does copy matter for making sales?
Customers don’t buy for no reason. And we can’t say this enough: copy is as important as design (if not more). So in a nutshell, copy does indeed matter for making sales. This comes down to how effective the marketing campaign calls-to-action are, as a compelling call to action will encourage your audience or your customer to take the action you want them to. But it isn’t as simple as that - what works for one person might not work for another.
So it’s important to get the language right, and that’s where a copywriter can really make a difference. The trick is to identify the language and the tone of voice that the target audience can relate and respond to - and that is why getting it right is so important.
Copy allows you to emotionally connect with your customers, and over time this can build trust and transform your customers into superfans. It is a matter of testing and tweaking, but this is the goal that you are looking to achieve with copy for your ecommerce store.
And don’t forget - product descriptions are your silent sales people! Well written product descriptions provide all the relevant information in a compelling way - product details, specs, price, FAQ etc. This can save you so much time, energy and money compared to a salesperson IRL… The product description does the hard work for you, so investing in that can give great returns.
What are the most important things to focus on in ecommerce copywriting?
When it comes to copy and what to prioritize, we have some opinions on where to direct your attention. If you want to get the most bang for your buck, we reckon you should focus on your top Product Pages & Product Descriptions, your main Calls to Action, page Meta Descriptions, and lastly, your About Page
#1 Product Pages & Product Descriptions
Like we said above, product pages and product descriptions are your silent sales people. The purpose of this copy is to inform and to influence - you want the copy to let the buyer know what they’re getting, and persuade them to make the purchase. It needs to tell a story, but don’t waffle: format like your buyer is in a rush. So make the story compelling, but succinct. This has a direct bearing on your sales, so that’s why we have put it in the #1 spot!
#2 Call to Action
The calls to action on your store website are also critical tools in your ecommerce strategy. Want your reader to sign up to your mailing list? Add to cart? Buy now? Well crafted calls to action will call your reader to action, whereas a badly crafted call to action will repel them. If you’re not getting the conversions you want, take time to review your calls to action.
Does the copy entice people, or does it put them off? Getting the copy just right will improve conversions, hence making it into our top four! For more, check out our post on writing compelling calls to action!
#3 Meta Description
An engaging meta description can increase your click through rate in your organic search results, resulting in more traffic and possibly even a higher search engine ranking. More traffic means more revenue - so your meta descriptions for each page, but in particular your top product pages, are definitely something to pay attention to!
#4 About Page
And last but not least, having a compelling About page can help build your brand - turning visitors into customers. This is a prime internet real estate to lay out your brand story and emotionally connect with your visitors, so make it a good one!
Have we convinced you yet that copywriting is essential to your store’s success? We hope so! But it doesn’t mean you have to rush out and pay top dollar hiring a copywriter. There’s a balance that can be struck, so let’s dive right into that.
Should you DIY or Hire a Copywriter?🤔
Hiring a copywriter depends massively on your budget, and it’s an individual decision for each boutique owner. At the end of the day, you have to ask what is worth more to you - your time or your money? If you’re responsible for all the day-to-day actions and operations, it can be a mental drain to also be responsible for the marketing. Hiring out can be a great solution, but we know that the budget isn’t always available for such luxuries!
If you’re on a low budget, writing your own copy can be the best option to get started. Just learning one thing at a time, and paying attention to the results and the reasons behind them can help you get the ball rolling.
As the budget becomes available, you could think about bringing in a copywriter to do small jobs, focusing on the essentials, or ‘One Time Pages’ like your About Page or Homepage that you can publish and keep static. Templates are a good starting point as a copywriter can prepare templates for various things like product descriptions or newsletters, so you can keep consistency and not have to write everything out from scratch each time. Hiring copywriters to write emails and onboarding sequences where conversions are important can also be a wise investment.
And if your budget is a bit bigger, adding a copywriter to your team can save you a lot of time, help build your brand with a consistent, cohesive brand voice, and ultimately, ideally, increase your conversions and revenue.
Top Tips for Ecommerce Sales Copywriting
Whether you are writing your own copy or hiring a copywriter, we have some top tips for you and your ecommerce store.
⭐Tell your story
Your story is unique, and it needs to be told. So many people get super shy when it comes to this part, and it’s one of the copywriter’s greatest skills to be able to tease a compelling story out of the facts, but never underestimate how powerful a story can be. This is what differentiates you from your competitors and can make you unforgettable - being top of mind is critical for ecommerce stores, so don’t scrimp on your story! Make it relatable though - otherwise people will scroll right past.
⭐Focus on the benefits not the features
Which do you prefer? Reading about all the technical features of a product, or how they improve your life? Hint: it should be the latter ;)
While listing out what a product does is important, don’t forget to say why it does what it does. 90% of human decisions are based on emotion - so while the facts are relevant and people use logic to justify their actions, their decisions are made on how they feel - or how they want to feel. So how will your product make your buyer feel? Keep the facts simple, but don’t shy away from pulling your customer into the experience - engage them and then persuade them they need this product in their life.
And that’s about all we have time for today - we really do hope you’ve picked up some handy hints on copywriting for ecommerce here! We wanted to leave you with one last thought - and we’ve said it a million times so it shouldn’t come as any surprise, lol!
Dial up what works.
Always be monitoring, always be reviewing, and always be ready to tweak and test (one thing at a time though, remember!). Review your top performing pages, your conversion rate and your calls to action, and see if you can figure out what is working - when you do, dial it up. Do more of that. And then monitor, review, and tweak again - your store is a constant work in progress and we are here for it!
This post is based on our Q&A chat, so check out the video on YouTube for the full chat!
Meanwhile, as ever…
Cheers to your Shopify success!