Although the profession of copywriter has been practiced for centuries, the truth is that copywriting, in its web version, has regained a special vigor as a result of the emergence of Internet business.
For this reason, more and more digital marketing professionals are studying certain notions of copywriting to apply them to their own projects.
Despite this, today there is a sector in which copy has become the great pending issue: electronic commerce.
If you want to learn what are the best techniques for your online store to improve its sales figures thanks to persuasive texts, read on.
While freelance professionals such as coaches, web designers, community managers, traffic managers, online consultants or digital marketing consultants apply with certain ease persuasive writing techniques, I check with some astonishment that in the ecommerce world almost Everyone ignores how copywriting can help them sell their products.
With this I do not mean that there are no online stores that stand out for their good practices, but in general, this issue leaves a lot to be desired.
It is necessary to take a look at the Internet to see that there are many virtual businesses dominated by boring texts, without spark, which are only a short and paste of the descriptions sent by the manufacturers.
And that always if they have bothered at least to write descriptions of the products …
- 1 The importance of texts in an ecommerce
- 2 Copywriting is essential to define your brand voice
- 3 Difference to your store from those of the competition
- 4 How to use copywriting in the different pages of your ecommerce
- 5 The Home page, the portal for accessing your website
- 6 Categories and product sheets
- 7 Menus and auxiliary pages
The importance of texts in an ecommerce
Online stores market their products without the customer being able to touch them, smell them, try them …
The texts in this type of business comply, therefore, with several fundamental missions:
- Position in Google: the only way that a store can position itself in the search engines is through the texts. And if the texts of an ecommerce are bad, scarce, or do not provide enough value, they will appear very low in the results of the search engine.
- They offer information about the products for sale: by not being able to see or touch the product, there is no alternative but to describe the products as much as possible, reflect their most important characteristics and highlight their main benefits.
- Persuade customers to buy: the persuasive texts used in copywriting serve to convince customers to buy in your store, instead of in the competition.
- Communicate your brand image: texts are used to communicate at all times what your brand image and your value proposition are.
- Copywriting texts are, therefore, the best allies of your online store, since they serve to attract potential customers to your website.
Copywriting is essential to define your brand voice
Clients are not stupid and they immediately notice inconsistencies at a commercial level.
If instead they detect that an online store is consistent in all its messages, and its brand voice is uniform, they feel that it is more reliable and they begin to value it to make their purchases in it.
This means that you have to create a strong and coherent brand voice.
You must define the tone of your communications and keep it on all pages, in all emails, in all your advertising …
Think about how you want to treat your customers.
You may consider them as friends with whom you can joke and use a casual tone. Or maybe you prefer to address them in a more formal way.
In this tone -which will become the voice of your brand- will greatly influence the product you are selling and the profile of customers you are targeting.
If you go into a jewelery shop to buy a Swiss watch, you will most likely be treated with pomp and ceremony, in a very formal way. But when you go to buy some jeans in a store for young people, surely the saleswoman will treat you, right ?.
Well, those feelings can only be generated in an ecommerce through texts.
Copywriting in e-commerce is based on connecting with your customers through the understanding of their needs (only your product satisfies completely). And once you connect with them, you have to persuade them to buy by writing simple, easy-to-read texts.
However, the voice of your brand is not only shown in your texts.
Elements such as images, the design of the Home – and the rest of the sections -, the logo of your store, the structure of categories and products, or even the template you are using for your online store are important as long as you maintain consistency among them.
Difference to your store from those of the competition
So that your virtual store is different from the rest, I never tire of repeating that you must connect with your customers better than others do. And that is only achieved by knowing them as if they were part of your family.
Before starting to write the texts of your website you should be clear about the following:
- What are your needs?
- What are the pain points that only your product satisfies (what moves them to buy it).
- What benefits of your product serve to meet those needs and alleviate those pain points.
- If you know how to answer those questions – and you are also capable of expressing your value proposition – you will be generating the confidence that every buyer requires before spending their money in a particular store.
How to use copywriting in the different pages of your ecommerce
Before I start explaining how you should develop the copy of each part of your website, I have to give you a golden rule: all the pages and sections of your website are equally important.
You do not know where potential customers are going to arrive in your store, so do not devote all your efforts to the Home, leaving the pages of each category or the different product listings untouched.
Many buyers do not dare to complete the order until they review details such as the contact page, the physical address of the store, the telephone number in case there is a problem or the page About Us (one of the most visited after of the Home).
That is the reason why you must maintain consistency between all the pages of your website, as well as the same style that the unit maintains.
The Home page, the portal for accessing your website
Although I have already explained to you that visits reach anywhere on the web, the Home is a kind of huge business card in which you show your value proposal at a glance.
Keep in mind that you only have a few seconds to retain your potential customers (no more than 8 or 10 seconds). Then the logical thing is that you show in the Home a brief and forceful message that indicates not only what your value proposition is, but also in what you differ from your competence.
In addition, the Home must be clear, simple, very visual and with all the information well organized.
Otherwise, if there is a lot of information at once, with too many links that make navigation difficult, or if all the elements are very variegated, you will not be able to generate sufficient confidence in your client to buy from you.
Dedicate enough time to the most important part of the home page: the header, the first thing that users will see when they enter your website.
Therefore, the logical thing is that you quickly catch your potential customers with a simple and powerful message based on these three elements:
- Image: a striking image, related to the products that you sell and that complements the main message of the Home.
- Holder: a short slogan, that explains to the reader what problems you solve with your products, what value proposition characterizes your ecommerce and what is your main benefit.
- Subtitle: another short phrase that complements the owner and reinforces the voice of your brand.
- Call to action: it is a clear and direct call to action, in which you indicate precisely what will happen when you press the button (at this point there is no space for originality or creativity).
- Finally, I want to stop even if only one moment in the slides, one of the main problems of copywriting of almost all online stores.
I understand that designers love them, but the truth is that the image carousel is the big enemy of sales.
If you only have 8 to 10 seconds to catch the attention of a new visitor, it makes no sense to put a series of moving images that will inevitably capture your attention and distract you.
Categories and product sheets
The categories are basic for SEO.
That’s why you have to write texts that serve to position each of these categories in Google. Especially because many of the future customers will arrive through one of these category pages.
The normal thing is that someone comes to your website looking for a specific product
Likewise, an SEO title must be included, together with an attractive meta-description that includes the main keyword for which that particular page is oriented.
On the other hand, the product sheets are also essential in an ecommerce, since they provide copywriting with the possibility of the customer trying, touching or smelling your product (as it would in a physical store).
The key to writing a product card is to use your own words. That’s why you should always avoid the descriptions provided by the manufacturers or suppliers, since Google will probably end up penalizing you for duplicate content.
When writing you must convey enthusiasm for your product and be as informative as possible. In fact, the best way to approach the copy of a product file would be to follow this sequence:
- Characteristics of your product: explain what are the main characteristics of your product. Dimensions, weight, shape, colors, texture, smell, technical data … Do not abuse the characteristics, since people do not buy for the characteristics, but need them to rationalize the purchase.
- Advantages of your product compared to those of the competition: make clear what your product is better than the rest, but never criticize or be destructive with your arguments. You have to be subtle when it comes to arguing.
- Benefits of your product: what your client will get if he buys your product. As you already know your needs and pain points, by emphasizing the benefits – how your product solves your problems and meets your needs – the sale is almost certain.
Menus and auxiliary pages
The temptation of any manager of an online store is to leave the texts that come by default with the template you are using. However, this decision may cause the coherence to be lost.
So you have no choice but to customize all the pages and communications with your customers, to create sympathy for your store and generate a pleasant atmosphere.
Finally, I want to pause briefly on the menu, which is nothing more than the guide, the map, the compass, which makes your client not miss while browsing your website.
This means that it should be simple and easy to understand.
In the menu should appear pages like the Blog, About Us, Contact and the main categories. But try to make it as short as possible (another thing is that you include drop-down submenus or secondary menus that lighten the main components).
In addition, another quite common mistake that you should avoid is that of creativity. In an online store you have a lot of space for creativity, but the menu is not one of them.
I do not want to extend more, because with the information I have provided you is more than enough to give you a general idea of how you should write the texts of your online store.
Do you agree with everything I have exposed in this post?
Do you have any questions that can solve you?
I wait for you in the comments.