Writing Ecommerce content that converts, with Kate Toon

It is a fact that the world has already adapted to the presence of e-commerce businesses. In fact, there are already over 27 million e-commerce companies in the world, with the US leading it with 14 million. With the presence of e-commerce, written content is always needed. The success of these e-commerce websites and their relationship with Search Engine Optimization (SEO) is e-commerce content writing.

E-commerce Content Writing

As businesses evolved to cater to their customers globally, content writing did too. E-commerce websites rely heavily on the quality of content on their website. The success of content writing for e-commerce websites ultimately leads to an increase in conversions, a boost in SEO, and establishes brand loyalty among existing customers. 

The content creation for e-commerce covers the following aspects:

• Product Descriptions. This piece of content should be search engine optimized. It includes a detailed description of the product’s features, specifications, its UPS (Unique Selling Point), and the benefits.
   
• Landing Pages. This is where the conversion happens. With attractive visuals and compelling CTAs, website visitors are more likely to become potential customers if the copy is created persuasively.
   
• Articles/Blog Posts. Anything that helps provide more information about the products or services the company is selling, including articles or blog posts can drive organic traffic to the website and increase traffic.
   
• Email Marketing. This is a type of promotional marketing that offers the company’s new products or services, new offers, or discounts.
   
• Customer and Product Reviews. One of the key telling points to showcase the success of the business is through its customer and product reviews. Nothing else will speak of how well the business is doing than this.
   
• Frequently Asked Questions (FAQs). Customers will have many questions about the product or service that you offer. This section will provide them with the clarity they need.
   

For e-commerce businesses looking to increase their visibility online and drive more sales, e-commerce content writing is an essential tool.

Conversion-Focused E-commerce Copywriting

Another strategy that e-commerce businesses take is to make content that converts e-commerce into sales. One of the tactics used here that has been proven to be effective is the use of A/B Testing to see which of the website versions has a higher conversion rate and drives more sales.  

More importantly, there are elements in play for valuable content to turn visitors into customers and they are the following: 

• Focus on Customers. Your content must provide a solution to the customer’s problems. It should not solely focus on what your product is but how it can benefit your target audience. 
• Attention-Grabbing Headlines. A compelling headline attracts visitors to your page. It should contain words that can pull the attention of your target audience. 
• Powerful Call To Action (CTA). It should not stop with great content – there must be a clear call to action so your customers have something to do next. It can be a CTA to subscribe, purchase, or sign up for your newsletters. Whatever it is, use it to keep them engaged. 
• Showcase Product Success. Success stories or testimonials from customers validate what you offer and how effective it is for them. There is no better selling point than this. 
• Include a Sense of Urgency. This encourages site visitors to take action immediately. Examples of this include adding “Limited Offer Only”, and “Hurry, The Sale Ends Soon!”
• Must Be Short and Easily Skimmable. Do not overwhelm site visitors with too many words. Create content that is easy to read is broken down into short paragraphs, uses bullet points, subheadings, etc. 
• SEO Optimized. A content format that is optimized for SEO, especially the headlines, product descriptions, and meta descriptions can organically attract website visitors. 
• Must Contain Emotional Triggers. Content marketing is all about making a connection with a reader. Something that evokes emotions is more likely to pull a potential customer in and take action. 

 

An effective content essentially increases engagement which can land your business potential buyers.

Kate Toon Ecommerce Content Strategy

Kate Toon is an online entrepreneur who wears many hats including being a copywriting coach, educator, and author, among others. Her mission is to help other e-commerce entrepreneurs achieve online success. 

One of the most popular services she offers is coaching for content writing for e-commerce websites. Her strategy includes creating content that builds trust with the audience. She uses a customer-centric approach with a focus on optimizing the SEO category pages and product descriptions, improving user experience, and writing content that converts. 

Optimizing Ecommerce Product Descriptions

An important part of content strategy that Kate Toon emphasizes is the SEO optimization of the product description for two reasons: it provides a higher ranking in search engines and is essential for conversions.

An effective product description content for e-commerce website needs to have the following characteristics: 

• It capitalizes on brand awareness and understands the target market’s needs, including the problems they need solving, their pain points, and what the product or service can provide them. 
• It avoids complicated jargon and uses words that are clear and easy to understand. 
• Uses original content, and relevant keywords and utilizes the optimization of titles and meta descriptions. 
• Make use of social proof. 
• Has a sense of urgency. 
• Can connect to potential customers emotionally. 
• It has been tested how it functions on a mobile device. 

 

An optimized SEO for product descriptions can drive organic traffic to your website and increase the conversion rate.

E-commerce Content That Sells

One of the best content for e-commerce businesses includes authentic, entertaining, and drawing emotions from the target audience. Your content marketing efforts will be successful if you make sure that your content consists of these:

• The product descriptions must be written clearly without forgetting to highlight the product features and benefits. It must also contain relevant keywords for SEO.
• Reviews and feedback from customers can help increase your product sales especially if it adds confidence to the product potential customers are looking for. 
• Video content can help provide more information for your potential customers. This includes tutorials, guides, and demos. 
• Product pages for each category help highlight promotions and offers. When you do this, don’t forget to create a sense of urgency to push your visitor to proceed to the next action. 
• Articles, blog posts, and Frequently Asked Questions (FAQs) need to be written concisely and must be optimized for SEO to generate organic traffic to the website. 

 

As a copywriter, if you focus on these key ingredients, customer engagement, SEO ranking, and sales will increase organically.

Engaging Ecommerce Website Copy

One of the key factors that boosts conversion in content writing for e-commerce sites is how engaging a copy is written. A highly engaging content can persuade and connect with your target audience and to achieve this, the following steps can be taken:

• Understand who your target audience is and what they need. 
• Write about what benefits your target audience, not just about the features of the product you are selling. 
• Your headlines must be short and catchy. 
• Use a powerful Call to Action (CTA) with a sense of urgency. 
• Leverage positive customer reviews and feedback as social proof. 
• Optimize SEO and descriptive alt text to better enhance SEO. 
• Most importantly, write content that tells a story. Make use of brand storytelling because it tugs powerfully at the emotions of your target audience. 
• Implement A/B Testing to see what works and what doesn’t and boost your conversion rate. 

 

With effective e-commerce content that your target audience cannot resist, your content strategy is well on its way to leading you to the sales boost that you need. 

E-commerce Content Marketing Best Practices

Why is it important to implement the best e-commerce content marketing practices? The end goal is always to boost sales but apart from that, your e-commerce business can benefit from it through the following:

• Increases SEO traffic. When your business ranks high in keyword searches, it drives traffic and reduces your need to spend for paid advertising.
   
• Customer Retention. Engaging customers and creating consistent content for them like in email marketing keeps them in the loop of what is new and what more they can expect from your business.
   
• Brand Recognition. Create content that showcases your expertise in your niche through video or written content such as DIY guides, tutorials, or blog posts.
   
• Optimized User Experience. Don’t just focus on what your website looks like through a computer. You must also test how it functions using other devices. Make sure the visuals and the content structure allow for seamless usage to decrease bounce rates.
   
• Leverages Social Media Marketing. A well-written, engaging content is easily shareable across social media platforms and creates traction among your target audience, and qualifies as social proof. Leveraging this organically increases website traffic and thus increases conversions.
   
• Organic Customer Acquisition. Consistency in content creation that is effective and highly engaging raises brand awareness, fosters community among your loyal customers, and is essential to grow your brand. If done right, you no longer have to spend a lot of money on paid advertising.
   

Using the above for marketing for e-commerce is an effective way to convert sales and for the business to stay competitive in the changing landscape of online marketing.