When it comes to selling your products or services online, the importance of good copy should never be underestimated.
Have you ever been browsing a website and been put off by poor grammar or misspellings? No? Just the copywriter, then?
Poorly written copy is the first sign of a rushed and poorly thought out site, and when customers see a site with poor copy and a lack of care, why should they trust the level of care you put into your product or service?
At Blaze Media, we recognise the importance of copy, so we always focus on providing all our clients with quality copy written by an astoundingly talented, beautiful and experienced copywriter.
Read on to learn some top tips for ecommerce writing and content strategy.
Identifying Your Target Audience
The first thing you should do before starting any copy for your site is establish your target audience. A company selling jerky doesn’t have the same audience as someone selling vegan milk, so it is important to identify your target audience.
Understanding your target audience will help you through every step of the copy process and help you better determine what personality to incorporate into your writing.
Knowing your target audience is also beneficial for gathering buzzwords and terminology; if your desired market is people in a more technical sector, knowing the right industry jargon and implementing that into your copy can make a huge difference, so be sure to get a picture of your ideal client.
Define Your Tone of Voice
Once you have an idea of your target audience, you can then define your tone of voice. Is your company humorous? Do you want to portray a more serious tone, or do you want to be compassionate?
Defining your tone of voice is essential, and you should include it in your brand guidelines for future reference. Once you have established your tone of voice for your site, you must carry this through to social media platforms to ensure brand consistency.
We understand that it can be difficult to get a grasp of what tone of voice really means, so here’s an excellent example of similar products with very different tones of voice.
If you are big on the water scene, you may have heard of Evian, a classic water bottle brand targeted towards families- you definitely remember the Dancing Baby advert. This brand is very tame and has a very soft and positive tone of voice.
In stark contrast, Liquid Death is another water company that is incredibly popular right now. This brand is not afraid to push boundaries, use shocking language, and explore the humorous side of- well, water.
Though these brands offer the same products, their tone of voice distinguishes them and adds a sense of personality to their products. We think these brands are the best example of how defining your tone of voice can completely elevate your business.
Refer to Your Brand Guidelines
Brand guidelines are absolutely essential to the operation of any business, especially if you are looking to expand in the future. They ensure brand consistency and are beneficial in cases where you are externally sourcing your copywriter, as the guidelines give them an idea of the company’s tone.
When writing copy for your ecommerce website, it is recommended that you keep your brand guidelines to hand and constantly refer back to them to ensure that you consistently follow the tone you have set out for your brand.
If you don’t have brand guidelines already, we strongly suggest that you draft them as soon as possible. If you have no idea where to even start, get in touch with our team, and we can help you put together a comprehensive brand guidelines document for your business.
Think of Questions Customers May Have
Our best advice for creating the best content is to imagine yourself in your consumers’ shoes. We know this is easier said than done.
It is important to consider the questions that a potential customer may have if they stumble across your business. For example, if you sell sweets online, a consumer would probably be wondering what the ingredients and production processes are like.
It may seem elementary, but evaluating your business from the consumer’s perspective is crucial and can help you write the right copy.
A good tip is to ask a friend or family member what they would ask about the business. This will give you an external perspective of the necessary information in your copy.
Have a Deep Understanding of Your Product or Service
Speaking from years of experience, it can be nearly impossible to write about something you don’t understand. Sure, you could easily cover basic information based on a quick Google search, but this would feel lifeless and lack essential detail.
Get to know your product or service really well before you start your copy. While getting to know your brand, be sure to create a list of associated words or terms that would be beneficial to include on the site.
This may seem obvious, but you would be surprised to learn just how many people cannot define their business.
Basically, know what you’re writing about!
Avoid AI Content
AI is unavoidable these days. Even when you carry out a simple Google search, it’s hard to identify what’s real and what is AI-generated.
Many businesses are making a huge mistake by using AI content. Sure, AI can be a great tool for planning content or forming ideas, but AI shouldn’t be writing the copy for your site.
AI copy lacks any sort of soul, and people can tell when they read it. It also lacks personality and detail, which can negatively reflect your brand’s image.
We understand that not everyone has a natural flair for ecommerce writing, but before you resort to AI, you should always hire a professional copywriter.
At Blaze, our copywriting team thoroughly researches every client, so if you require a copywriter to help with content, don’t hesitate to learn more about our copywriting services.
Optimise For SEO With Keyword Targeting
There is a common misconception that SEO optimisation only applies to blogs, but you can easily optimise the copy on your ecommerce site.
All well-optimised copy should include a call to action, which encourages customers to explore further pages on your website.
Keywords are essential for SEO optimisation, as including certain keywords can help your business climb the rankings and appear higher on Google searches. You can use software such as Search Console to help you find relevant keywords for your ecommerce site.
Knowing the right keywords and then implementing them is an entirely different thing. When implementing keywords, they must look natural and fit seamlessly into your copy. This can be a tricky practice, so we once again suggest you seek a trained copywriter’s help.
Creating The Best Homepage Copy
Never undervalue the power of good homepage copy. When someone clicks on your website, they see and read your homepage content, so it better be good.
The homepage brings people in, so you must capture a customer’s attention and introduce all of the information you need them to know. Your homepage copy should be short and snappy while still providing relevant information.
Your homepage should include an engaging but short summary of your business’s offerings. This summary should define your USP and clarify why people should work with your company.
Remember, your homepage is your opportunity to make a good first impression, so make sure that you convey everything you want on it and clearly define your brand’s voice.
Don’t Undervalue the About Page
The copy on most pages on your site needs to be concise and direct users to the desired destination. Many businesses underestimate the value of the About Page, which is a huge mistake.
When you have to be so concise everywhere else on your website, it can be difficult to convey your brand’s personality, and you don’t want your consumers to leave without a perspective on your business.
Use your About Page to pay homage to your brand and all those involved in its success. You can be much more lighthearted with this website section, but that doesn’t mean you shouldn’t also try to optimise the page.
Though we are talking about copy in the blog, it is worth mentioning that on the About Page, you should take the opportunity to post some high-quality images showcasing your staff and behind the scenes of the business.
Choose Blaze Media for Your Ecommerce Marketing Strategy
Hopefully, we have shown you just why you should work with a professional copywriter to achieve the best ecommerce content marketing for your site.
Your website matters for the success of your business, so don’t cut corners. If you want to work with an experienced ecommerce copywriter, contact the Blaze team today to learn more about how we can elevate your copy and improve your site.