Copywriting for eCommerce

24th April, 2024
Copywriting for eCommerce featured image
5min Read
Author: Hannah

There’s so much more to eCommerce copywriting than simply showing off your products’ best features. Consumers need to feel a connection with your brand and understand what problem your product or service solves.  

Selling online is difficult. Since you can’t speak to your potential buyers first-hand, the images and words have to do the talking. Yet, many underestimate the importance of good copy and treat it as an afterthought. 

Exceptional copy has the power to entice potential customers, making them want to buy something they didn’t even know they needed. In the world of eCommerce, this is essential, and copywriting plays a key role in any good business’ marketing strategy. 

So what does good eCommerce copywriting look like? Let’s explore some key strategies for crafting engaging, impactful copy that resonates with your audience and drives sales. 

What is eCommerce copywriting?

eCommerce copywriting refers to any text you create for an online store. It could include headlines, category pages, product descriptions, promotional offers, landing pages, and more. eCommerce copy is designed to convince your audience to take an action, such as visiting your store, joining your email list, or purchasing a product. 

What are the benefits of ecommerce copywriting?

Great ecommerce copy isn’t just about gaining new customers; it’s also about saving you money on extra marketing. With persuasive, fluff-free copy, you can enhance your buying experience and boost sales without breaking the bank on other strategies like paid advertising or graphic design. 

But wait, there’s more! We’ve broken down some more of the key perks of great copywriting for eCommerce businesses. 

  • Make your brand stand out from the crowd – Differentiate yourself from your competition with compelling copy that conveys your brand identity. 
  • Create a strong first impression—A website with engaging, error-free, and fluent copy demonstrates professionalism and reliability from the start.
  • Develop strong customer relationships – Interactive content that resonates with audiences helps to cultivate strong relationships between your brand and customers. 
  • Improve your search engine rankings (SEO) – Boost your search engine results page (SERP) rankings with carefully crafted copy that appeals to your target audience and includes relevant keywords.

Where is eCommerce copywriting used?

eCommerce copy is a critical ingredient to your wider digital marketing strategy. Here are just some examples of where strong copy makes all the difference.

Home page

You only get one chance to make a great first impression. Make sure your homepage tells visitors what you’re all about and why they need your products or services. 

About page

Your About Page is a chance to showcase your brand’s personality and draw customers into your narrative. Don’t underestimate secondary pages like these; they’re more powerful than you might think! 

Footer pages

It’s all about the details. Keep your FAQs, Contact Us, Shipping & Returns, and even your 404 pages aligned with your brand’s tone. Consistency across your website shows credibility and establishes a strong brand presence. 

Category pages

Adding copy to category pages steers customers to the right products and gives your SEO a boost with extra keywords. It’s a win-win strategy for guiding customers and boosting your online visibility. 

Product pages

Make sure your product descriptions are detailed and persuasive. Don’t just rely on images – customers need to know the value and benefits to make them hit that buy button.

Social media content

With the average person spending about 2.5 hours browsing social media every day, your posts’ copy is crucial for driving traffic to your online business and attracting new customers.

Other marketing materials

Here are some other areas to focus on:

Top 4 tips eCommerce Copywriting Tips

We’ve put together the top 4 tips for producing quality eCommerce copy that converts casual browsers into loyal customers. 

1. Include customer feedback

Introducing an outsider’s viewpoint into your eCommerce copy can work wonders. Social proof plays a key role in reducing bias in your content and alleviating any scepticism potential customers might have about your products. 

Testimonials, reviews, and user-generated content carry immense weight, and studies have shown that they can boost sales page conversion rates by an impressive 34%

Why not capitalise on the power of positive reviews by featuring them alongside your products? Review software platforms, like TrustPilot or Feefo, let you manage reviews and publish feedback directly to your website with ease. 

2. Be bold

Maintaining a consistent brand voice across all your copy, from your eCommerce site to your social media and marketing materials, is key. Make sure your tone resonates with your target audience, and don’t be afraid to be bold with your copy. 

Your brand identity should shine through on your website, especially in your words. Copywriting shouldn’t just be about giving information; it should be full of personality and passion, just like the people behind the brand. 

3. Shout about your products

Remember, most buying decisions are fueled by emotions, so it’s important to consider how your products will make life easier for your customers. Take, for instance, household appliances; they could give someone more time with their family by making chores a breeze. 

Share technical details for those who need them, but also humanise your products by explaining who they’re for and how they solve specific problems. This creates a more engaging and relatable shopping experience that will ultimately drive more sales. 

4. Don’t go overboard

While it’s important to promote your product, it’s equally important not to overwhelm or bore your customers. Keep your copy short and to the point, using bullet points when necessary and avoid unnecessary adjectives that detract from your products. 

For instance, if you’re selling a functional product for the manufacturing industry, focus on its practicality rather than embellishing its appearance. Honesty is key – don’t exaggerate or use flowery language that misleads customers. Stick to the facts and highlight the unique selling points that matter most to your audience. 

Discover how Puddle can transform your eCommerce copy today! Visit our website at or give us a call at +44 (0) 113 8561930.

Did you know Puddle has been a Shopify Partner since 2011? We’re your ultimate resource for all things Shopify. Whether you’re looking to launch a new Shopify website or enhance your existing one, our team is ready to help with design, development, copywriting, and marketing!