Thinking of starting your next big venture? Are you perhaps thinking of ways to increase the conversion rate of your website? Or maybe you’re clueless on the wonders of what copywriting can do for you?
A website’s copyis a lot more important than most people give credit to.
Aside from the design, your website’s copywriting makes up the building blocks of your brand. And whether your website leaves an impacton your customers all depends on how good your copy is.
In essence, clarity, impact, and easy understanding are what you need for a successful web copy. Moreover, copywriting is also crucial for conveying information about your products and services.
Keep this question in mind: Why should customers use your product instead of product x?
The ability to convey product information concisely should be appreciated. And the ability to convince customers to adopt your brand should be celebrated.
However, most e-commerce sites only focus on the aesthetics of their website design. Hours upon hours of optimizing their website and layout to look “pretty” at the cost of their web content. The result? Poor conversion rates.
Still with us? Great! Here are some copywriting hacks your next e-commerce site will definitely need.
1. You Are A Human, Not A Robot
These days, most e-commerce sites use artificial intelligence (AI) for basic customer interactions. These interactions could be a generic “we’ll get back to you” message or a simple inquiry response.
While these AIs may sound professional, they also come off as cold and boring.
You are not a robot, don’t talk and write like one. When we talk to each other, there’s always a sense of casualness. But, when it comes to writing your website’s copy, people tend to go all formal and professional. This gives the impression that the writer is more robot than human. Plus, it’s really dull to read as well.
In short, always try to adopt a more “casual” tone for your e-commerce site’s copywriting. Not only will this help with better understanding, but it will also be more relatable to the reader.
2. Being Formal Doesn’t Always Work in Copywriting
While we’re on the subject of writing tone, it’s also vital to ensure that your copy doesn’t come off as sounding too formal and “dry”. Of course, the tone of your writing would vary in different industries. Certain industries require a professional tone, whereas others can be more casual sounding.
The problem here is that a lot of people tend to formalize their writing to look more professional regardless of industry. Without considering your audience’s preferences, writing a formal piece will backfire entirely.
Sending cold e-mailsto potential customers? Writing in a formal tone will make you sound like a boring robot. Subsequently, your e-mails will most likely go unread, or worst, into the bin.
In a similar vein, coming up with a headline/tagline should also be a simple endeavour. A lot of businesses try to come up with taglines that make themselves look like a bigger company than they are. Our advice? Don’t do it, yet.
A lot of businesses fail to comprehend that great taglines come from years and years of familiarity with the product.
Remember the taglines “Just Do It” and “I’m Lovin’ It”? You’ve probably already associated the taglines to their respective companies. That’s what familiarity with a brand does.
Our point stands, you don’t have to be too clever, you have to be clear.
3. Evoke An Emotional Response From Your Target Audience
When you craft your e-commerce site’s copy, you need to have a firm grasp on your target audience. Firstly, you need to consider which emotions are better suited for your business.
From the feeling of belonging to instant gratification, emotional triggers are the key here. Keeping that in mind, you should always try to use language in your copy to urge readers into taking action. And depending on the product, the emotions will vary. Thus, a firm understanding of your product and what problems it solves is needed.
For instance, something as simple as a smartphone might appeal to a customer’s desire for instant gratification. Your goal is to then create a “pathway” to appeal to the customer’s desire (emotion). Call-to-Action (CTA) buttons, comments, and language in your web content would work wonders here.
Here’s another protip: Power words and keywords are helpful to spur specific emotions. If you have a specific word in mind, remember to try and insert them in your headings, body text, and CTAs. We promise you’ll watch the numbers rise!
4. Harness The Power of Formatting in Your Copywriting
Show of hands, anyone here actually takes the time to meticulously browse through a website?
Most visitors don’t actually read your website, articles, pages, etc. They scan through it. Why? Well, in the immortal words of Kimberly Wilkins, “Ain’t nobody got time for that”.
In other words, your content could be the best thing on the Internet but it won’t leave a lasting impact if your readers only scan through it. In this case, the best advice we have is to use proper formatting for your e-commerce sites.
More particularly, we’d recommend an F-shaped layout for your e-commerce site. It’s well established that readers have a tendency to start reading from the left column. Then they move to the right, and finally, drag their eyes down the page.
Regardless, there’s still more to the art of attracting your reader’s attention through copywriting formatting. For example, an information hierarchy should be in place for your e-commerce site’s contents. Vital information should go in the first couple of paragraphs. And less important information should be placed further down the page. Imagine it like an inverted pyramid of sorts.
Alternatively, you could also follow a two-column layout for your product pages. The product image should be placed on the left with the important details on the right. This format is mainly used due to familiarity. People used to this convention will look at the image on the left first, followed by the text on the right.
And last but not least, use keywords in your copy. Readers will quickly scan your copy to find information about your product. Adding keywords will allow them to scan your pages faster. And in the best case scenario, they’re hooked into reading your copy if the keyword catches their eye.
5. Leverage Online Tools to Optimize Your E-Commerce Site
Once you’re done with your writing, formatting, and proofreading, there’s one last thing to do. It’s time to optimize!
It’s the age of the Internet, you don’t have to labour through menial optimization tasks anymore. There are tons of online tools (free or paid) that are here to make your life a little easier.
From proofreading tools to SEO optimization, the (Internet) world is your oyster! Here are some great tools for writing and optimizing your e-commerce site.
Grammarly– For those who have problems with grammar, this awesome software will be a godsend.
Hemingway App– Fancy writing like Ernest Hemingway? This app helps you to write simple and effective sentences. And with little to no jargon.
WordCounter– As its name suggests, this app is used to count words and characters in your copy. Useful if you’re looking to hit a specific word count.
Canva– An awesome design tool to process all your images and figures. No more inconsistent image sizes, just great pictures all around!
Copywriting for your next e-commerce site doesn’t have to be hard. These hacks will definitely come in handy when you decide to move onto your next project. Just keep in mind that some of these tips and tricks may take some time and patience to put into practice. But by leveraging these hacks, you’ll be able to improve your copywriting strategy in the long run.
Did we miss out on anything? Or do you have something else to add? Let us know in the comments!