Are you struggling with writing for your e-commerce website? E-commerce companies must compete with large retail stores and national chains on product quality, price, and online attention. If you can describe your e-commerce product or service and highlight its main benefits, you’ve won half the battle. And even if you hire a pro ad copywriter to write your copy, you will still have to be involved because no one knows your product or service like you. Let’s break down what not to do with copywriting when marketing your online store.
Too Much Technical Focus on the Product
The biggest mistake with copywriting is that it can be too technical. This means it’s easy for a writer to get lost in all the keywords they need to add. Sometimes, they are even pressured by the SEO team to stuff all those keywords in there. Unfortunately, it can cause more harm than good and ultimately hurt the user experience. So, always keep the customer in mind and attempt to highlight the most crucial points.
Lack of Personality
You also don’t want to be too dry. The copy for your website must be personal and trigger a response from the reader. Really excellent copy captures the imagination, is consistent with your business voice, and leaves a positive, durable impression on the reader. If you don’t already have a set brand personality, then ask yourself – if your business brand was a person, what would it be like? Are they quirky, smart, decisive, or helpful? Infuse your copy with that personality.
Excessive Fluff & Extra Adjectives
Some copywriters try too hard to tell a story.This can lead to describing the product or service using many unnecessary adjectives. Instead, avoid using flowery language because it makes things harder to read, clutters your sentences and clouds your meaning, and slows down the reader.
What you can do is use internal linking – the foundation of SEO copywriting. These links help users navigate your website and find what they are searching for. They can point users to additional pages that provide more information if they want it.
Inconsistent Tone
As your business project grows, sometimes you work with various copywriters and marketers on your team. Ensure that the language used by all matches a consistent, universal tone for your company. It can be beneficial to regularly analyze your site copy to ensure consistency with your brand voice.
Before you start copywriting, you must know your audience. Make sure to collect all the different data on your target customers – gender, age, buying patterns, geography, interests, and the primary problems your product solves. Use a buyer persona if you already have one.
Copy is one of the most potent forces for e-commerce growth. Are you ready to watch your website traffic conversions increase? For more tips or assistance getting started, contact Baltimore’s best e-commerce web design company. We are ready to help!
Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.
