Originally published August 30, 2021 , updated on August 30, 2024

Ecommerce businesses need content to thrive. Without it, potential customers won’t know about your business, products or services. That said, content has to be used in the right way to benefit your business. 

Content writing for ecommerce needs to be thoughtful, valuable and helpful to be beneficial. The end goal of your content should be one of two things: 

1) It should convince people that you are a company they want to do business with. 

2) It should entice people to buy your products. 

This means customers are either buying into your company, or you have convinced them of a product.

Below are different ways that you can up your ecommerce website content game. 

Update Your Product Descriptions

Jump into the back-end of your website and see which products are selling well and which aren’t. Any good business owner will want to continue with the top-sellers and boost the sales of weaker products. This is where content can help improve sales.

Try refreshing the product descriptions of these slow sellers. Re-write your product descriptions to breathe new life into the copy. You’d be surprised at the difference an updated product description can do for a brand. If you are a more casual company, consider wording your product description to reflect that. Sprucing up stale and outdated copy can help boost interest in the product, which can convert into sales.

Make Your Reviews Easy to See and Access

Wondering what to do with all those positive customer reviews and client testimonials? Use content writing for ecommerce to show it off on your website’s homepage for everyone to see. There is nothing wrong with highlighting the good work you have done. You also want potential customers to know about previous customer experiences and satisfaction.

Potential customers will want to see what other people have said about your business, so let them find it easily. Keep in mind that there might be some coding limitations to where you can place your reviews. In this case, make a blog about your best-reviewed and top-reviewed products. Convince people why these products will make a difference in their lives and link them to the product page to see the reviews.

Create How-to Guides

How-to guides are popular content pieces for ecommerce websites. If you are not already creating these, now is the time to start. These guides enlighten customers and potential customers on how to use your products effectively.

Let’s take an ecommerce business that sells online short courses, for example. There are two customers here – those who list their courses and those who purchase the courses. For the former, an example of a how-to-guide could be about using the platform to sell more courses. Alternatively, it could be a story on the top short course platforms to list on, with your platform being one of them. If you target customers who purchase the courses, consider a how-to guide on the top places to look for short courses.

Do Not Sell the Product in Your Content

When you create content pieces for your ecommerce platform, do not sell the product. You need to sell the problem that your products solve. Customers don’t enjoy a hard sell, but they are more likely to enjoy reading about how your product or service will improve their lives. Customers will buy your product to solve a problem, so don’t forget that when doing content writing for ecommerce.

Let’s use the previous example again. You are an online platform where people can list their short courses and tutorials that others can purchase. You need more people to list their courses on your site, so you need to create content to entice them. 

Avoid copy that says, “Hey! Buy our product, and your business will be better”. Instead, create content that helps the reader. For example, “Here are five ways to sell more courses”. In the latter instance, you are adding value and benefit to the customer. It’s a softer sell, and your readers will appreciate it more.

Create Videos and Use Images

Content for ecommerce websites doesn’t stop and end with written copy. More and more businesses are leaning towards videos and images to create a more engaging and interactive experience. Videos, images and other forms of multimedia can capture – and hold – people’s attention better than longer-form articles. It’s also known to also keep visitors on websites for longer.

Look at how you can incorporate more visual content on your ecommerce platform. It can be product guides, a short business overview or even your business story. There are so many ideas when it comes to multimedia for ecommerce.

Repurpose and Refresh Old Content

If you have older pieces of content that haven’t been used or refreshed in a while, don’t be afraid to repurpose this for use online. For example, you might have old marketing brochures that could work as an online how-to guide. Perhaps you have an older sales presentation that you can modify into a video script. There are many ways older content can be repurposed.

If you have a blog section on your website, go through your older copy. Take a look at what you wrote 18 months to two years ago. Some of these older pieces might still be relevant today. Refresh the content and move it up your blog page to get more traffic.

Enlist the Help of Professional Ecommerce Content Writing Services

If you don’t have the time for any of this, you can always outsource these services. Reach out to professional content writing agencies who specialise in content writing for ecommerce. They will have the expertise to know what content your business needs to drive more traffic and turn visitors into conversions.

Ecommerce content writing doesn’t have to be complicated. All it takes is some strategic thinking and planning and creative writing. Doing it incorrectly can actually stifle sales and growth as it impacts a number of other factors, including your search rankings and bounce rate. This is why valuable, thorough and accurate content is incredibly important to business growth online. 

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