If you’re the owner of an eCommerce website, a marketer, or a copywriter crafting sales texts for the eCommerce sector, read this article to learn about:

  • What makes eCommerce websites different from each other.
  • What types of sales content they need.
  • How to write eCommerce texts that convert.

No matter what, think of consumers, not earnings! Why? eCommerce websites are launched to solve people’s problems, not create new ones. So, understanding your customers’ needs through content marketing leads to a more successful online business.

Two Main Types of eCommerce Websites

Your approach to content writing will depend on these factors:

Type #1 is big dogs, monsters such as mega- and hypermarkets selling more than 1,000, 10,000, or even 100,000 products. This type works with different brands so it’s quite challenging for copywriters to describe the USP of these same-type products.

Customers don’t look for originality here rather they choose products by price, guarantees, and terms of delivery. Focus on these features when creating texts for such websites.

Type #2 is “chamber” eCommerce websites, those with a small number of tailor-made or quite expensive products. These are often new to the market, creating a challenge for copywriters to develop a consumer need for such products

Products compete with each other on these eCommerce websites. Writing about product quality, look, and ingredients and describing how they differ from others is essential: be specific. Incorporate the rules of web writing by using power words, emotional writing tactics, tone of voice, and intriguing yet relevant storytelling.

If a product is brand new, disclose the benefits of using it, provide evidence, and show a solution. It may not be self-evident for consumers why they need this product, so persuasive writing techniques are effective.

5 Content Types for Each eCommerce Website to Publish

The following five text categories will support high rankings and better sales for your eCommerce website:

  • sales texts for all static pages
  • news and giveaways
  • texts for each product category
  • product cards
  • informative and useful articles

Static pages include your Home Page, About Us, Payment & Delivery, Guarantees, FAQ, and Contacts. These pages can be created in WordPress regardless of a theme, and encourage positive decision-making from consumers, especially those visiting your website for the first time

Why do you need all five content types on the website?

Do you know the concept of selling chain? Suitable content is critical for every element to work. Let’s see what it looks like:

Your initial goal is to attract attention to the website by creating a Home Page with effective text This content will find the solution to their problem, build loyalty and trust, answer all possible questions, and call them to action. 

Every text of your eCommerce website can accomplish one or several goals in the chain. For example, a Home Page text attracts, shows benefits, and establishes credibility. Or, a Contacts text may call to action as well as answer the most frequently asked questions.

Product cards are the most important content on your eCommerce website. That’s where SEO copywriting comes in handy: to cover the whole selling chain.

For example, if a person looks for a specific product and comes to its card directly from a Google search, all the necessary information must be here. This information, text content, pictures, videos, and presentations, will enhance customer experience, encourage purchasing, and, therefore, a lead generation

How to Write Convertible Text to Increase Sales for eCommerce Websites

Do your research before writing a sales text or thinking of an overall content strategy for your eCommerce website. Knowing your target audience, your competitors, and their marketing strategies will help in understanding your USP inside out.

With these strategies in mind, start outlining and writing your sales content.

For example, if you work with copywriters, both in-house and outsourced, fill in a brief together, and if you don’t have time to write, organize a Skype call. Copywriters understand all the peculiarities, benefits, and features of your business and products, as well as what your competitors offer.

Including those details in the pocket, a copywriter will be able to craft a stellar text and highlight key points right.

An effective sales text covers all the goals in the selling chain:

  1. A headline.
  2. A problem.
  3. Solution: your USP-offer.
  4. Benefits.
  5. Proves, explaining your prices.
  6. Call to action.

Pay extra attention to “Proves”.The type of eCommerce website and products and services offered must be about your clients, guarantees, technologies, case studies, dealing with objections, and, ultimately,  your brand.

Include customer feedback since they trust each other more than brands.

Home Page Content

Most consumers come to your website after searching for a particular product via Google, so make it clear where they are and what you sell.

Your content needs to be eye-catching. Long 3,000—4,000 characters texts are useless from both SEO and customer utility’s view.

Write a 1,000-1,500 characters text here. Tell about who you are, what you have, and where to find it, and invite a visitor to further communication.

Give them a call to action, but avoid something like “Buy now!” or “Order!” The home page of your eCommerce website will look better if you choose CTA such as “Visit this page,” “Get started,” or “Let’s stay connected.”


Talk about giveaways, bonuses, and your new products, but don’t write anything like “Wow! A new collection is here!” Describe what’s so special about it, who’s a manufacturer, what’s a design and materials, and other benefits.

Use the inverted pyramid style for writing this content by identifying benefits in the headline, describing the point in the first paragraph, and then provide more details through the text. Such news is easy to read; it hooks readers and is useful for them to check.

Screenshot: Warwick

How often would it be okay to publish news on eCommerce websites?

For big stores, with many brands providing discounts or giveaways daily, it’s okay to write news every day. For small or middle-sized stores, 1-2 news items per week work well.

Just make sure it’s a high-quality text, informative, and useful for your target audience.

Product Categories and Cards

Must-have elements of a product card are informative and comfortable to read for users, as well as unique for search engines. Include a product description, its characteristics, pictures, and customer reviews.

Screenshot: Bliss

Don’t forget to describe pictures as well as add alt-tags to them for better SEO. If your products aren’t unique, don’t copy descriptions from other websites. Rewrite, consider alternative content forms, and avoid common grammar and spelling mistakes in product descriptions.

Why You Need Blog Articles at eCommerce Websites

First, they help your SEO by using keywords other than market- and product-defining. Consider LSI, long-tail, and other types of “hidden” keywords, proven to increase your rankings.

Second, blog articles influence your content marketing results. A person visits your website to find a solution to a problem, and later, when trust is established, the customer will return for another purchase.

What is an informative and useful article?

Screenshot: New Chapter

It answers a reader’s question, solves the problem, shares some facts that are new to a reader, and provides some expertise. Think of your content format and its visual component, and consider its readability.

The most popular text formats on eCommerce websites are guides, reviews, advice from experts, and how-to articles. Choose topics and formats depending on your audience’s interests and needs.

In a Word…

Despite the long long process, texts convert. Especially in eCommerce, where many brands and products look the same. Well-written texts allow you to stand out from the crowd of competitors, attract new customers, and grow your brand.

Set a goal, think of a solid content marketing strategy, and create meanings, not words. May your texts solve customer problems — and they will thank you by purchasing from you.

About Author: Lesley Vos is a content writer behind Bid4Papers.com and a contributor to publications on digital marketing, copywriting, and self-growth. Feel free to find more works on Twitter @LesleyVos.