To point out that people love shopping online is to state the obvious. Ecommerce has seen spectacular growth in the past decade, as customers are very attracted to the speed and convenience of ordering on the internet. Ecommerce content writing is tailored to add to those key qualities. As such, it’s a very important factor in supporting the development of this booming industry.
Ecommerce is growing without slowing.
Just how much power lies in selling goods and services online? For starters, there are an estimated 1.9 million shoppers online in 2019. This is only expected to increase in the next two years. Ecommerce now accounts for more than 13% of all retail sales.
One huge driver for the shift to online shopping is that it’s available at all times. Ecommerce never shuts down for the day. Additionally, an increase in shipping speeds has entices shoppers who like the excitement of having something they want as soon as possible.
Still, eCommerce, and especially eCommerce content writing, isn’t all about checking out with a loaded cart. Not even close, in fact. A large percentage of people who visit eCommerce sites don’t purchase anything. Some estimates say less than three percent of a site’s visitors will actually buy an item.
What customers want.
A great deal of the traffic to online shopping sites is about research. People want to compare prices, read reviews, and learn more about items they have interest in. Ultimately, this means that eCommerce sites – and the copy that exists on them – is a reference guide for what the population consumes.
A good eCommerce website is the number one source on the most important specs of a product or service. Potential shoppers process this information, often circling back to consider it further, and then visit similar sites to see how what’s available elsewhere measures up.
With so much content being forgotten as soon as visitors continue scrolling, ecommerce content is truly unlike anything else on the web.
How is eCommerce content writing different?
Just because eCommerce content is used as research by many, does not mean that writers shouldn’t grab the opportunity to make a sale. Therefore, eCommerce content writing should be as sales-centered as it is informative. How is this accomplished? Here are a few principles eCommerce writers are mindful of in 2020.
Inspired by the audience.
Writers are readers. They know how a product will benefit a reader, because they read reviews and descriptions on other eCommerce sites. Also, they know who is buying the product they’re writing about, and use the tone that’s most suitable. Interestingly, it’s not always about who the buyer would be, but how that person would want to feel when they have that product.
Novelty products and toys can warrant a lighter approach with a hint of whimsical wordplay. Meanwhile, something like a laptop is better served with clipped, clean, spec-dominated copy that boldly, plainly states why this machine is superior.
The takeaway is that even if the visitor doesn’t buy it, the product now has a mood, an identity that can outlast the site visit. The next time the visitor thinks about that product, it can evoke the feeling some well-crafted copy gave them.
Optimization is (almost) everything.
Like other types of web content, SEO is a primary focus in eCommerce writing. On eCommerce sites, writers use well-researched keywords, page titles, and meta descriptions to help people locate the item. Copy will also be original on each page, not pasted over from other items.
Blending facts with rewards.
Potential customers want the details, but they also must understand how the product can improve their lives. When it comes to details, it’s important to be as specific as possible.
For example, a product page for a handbag would state what it is made of, how to clean it, the dimensions, the closure, any pockets or compartments, and more. Good eCommerce writers supplement these facts with benefits the product can provide. For instance, perhaps the handbag makes it easier to pay attention to organization, or has features that make it ideal for a busy professional.
No matter the target audience or tone, those who work in eCommerce content writing keep scan-ability in mind. Visitors using mobile devices do not settle in to give the text their undivided attention. Subheadings that include one adjective are often employed, as are short paragraphs.
Speaking of adjectives, they are used sparingly and feature very intentional placement. Writing for eCommerce should never be especially wordy. It is intended to persuade, but never through long, flowery sentences or any other manner which finds the reader meandering toward something resembling a point.
Why content writing agencies are perfect for retail websites.
Given that many small businesses are just catching onto the growth opportunities available in eCommerce, there’s a rush to find suitable content. Most small businesses do not require and cannot afford a full-time writer on their staff. Therefore, some seek out the services of a freelance writer.
This can be rather risky for a business who is just establishing themselves online, as well as those who have been burned by a freelancer in the past. That’s why content writing agencies are growing in popularity alongside eCommerce.
Content writing agencies have an entire collective of writers they work with. Each writer is tested prior to being assigned any work, proving their skill level and demonstrating their expertise. Among the entire pool of writers, the agency will know who is well-versed in ecommerce writing, who has specific industry experience, who is a trustworthy blog writer, and so on.
That is how they choose the best writer for every project. And because excellent written content is their entire mission, there’s never any issue completing a larger project. That’s key when a site is brand new and there’s plenty of copy to write.
Once assigned, a manager oversees their work and ensures it’s edited and ready to go by deadline, every time. And the client? They’re free to check progress, but are also welcome to continue preparing for their online debut, ready to reap the many benefits of outstanding eCommerce content writing.