Turn Browsers into Buyers With These 7 Tips From Expert E-commerce Content Writers

Originally published April 13, 2020 , updated on September 10, 2025

The purpose of an e-commerce site isn’t to fill space on a web page. It’s to showcase and sell products, which is why the content on your page matters. Every word serves a purpose, convincing visitors to make purchases and return for more. Generic product descriptions and vague marketing jargon won’t reflect the value of your brand and products.

In this blog, we run through top tips for creating e-commerce web content that fuels sales and loyalty, as outlined by Goodman Lantern’s expert e-commerce copywriters.

1. Great Product Descriptions Matter

Online shoppers are generally browsing e-commerce websites for one of two reasons: They’re considering buying or they are researching products. Descriptions lacking detail and clarity fail both goals. Even with great product images, a photo and a price tag alone generally aren’t enough. Shoppers want details; they want to know dimensions, materials, care instructions, and color options. They’re asking themselves questions like, will this fit my laptop? Is the strap adjustable? How does it hold up in rain? Missing details like these become frustrating for your customers, not to mention hurting your SEO ranking and lowering the chances of others seeing your page to begin with.

2. Use Keywords Naturally

While it is very important to include descriptive search terms like “blue leather tote” or “waterproof hiking backpack”, throwing keywords in unnaturally is a mistake. Google penalizes keyword spam, and shoppers notice robotic copy. The best e-commerce content writers know that you should write as if you’re explaining the product to a friend. For example, “This sleek blue leather tote fits a 15-inch laptop and has a hidden zip pocket for valuables” flows better than “Blue leather tote bag—buy blue leather tote bag online now.”

3. Use SEO-Optimized URLs

A messy URL like yourstore.com/product=1234 tells shoppers nothing about the page or the product, leaving too much room for doubt. A clean, descriptive one like yourstore.com/blue-leather-crossbody-bag boosts SEO and helps shoppers instantly recognize where the link they’re clicking on will take them. Think of it as a silent sales assistant, clear, helpful, and guiding the buyer further down the sales funnel.

4. Make Your Points Clearly

You only have seconds to grab your reader’s attention online. If your copy is poorly written, they’re likely to simply click away to another page so aim to be clear. Not clever.

Good e-commerce copywriters also know to be careful of using too much technical jargon or too many buzzwords. These are often confusing for shoppers and can discourage them from making purchases. 

Most shoppers also aren’t willing to read long and wordy descriptions to try and understand what product they are looking at. Instead of saying something like, “This ergonomically optimized workstation enhances productivity,” try, “This adjustable desk prevents back pain during long work hours.” Clarity is always better.

5. Use Visuals for Engaging E-commerce Content

A picture is worth a thousand words and a video is even better. High-quality product photos that show multiple angles, zoom-ins, and real-life uses are great for showcasing product quality and details. They add context to product descriptions, and browsing images often takes up less energy than reading, making the page more appealing overall.

Videos demonstrating the product in action are also a strong bet. They eliminate guesswork and make it easier for potential buyers to make a confident decision about the purchase.

6. Build Customer Trust with Reviews

KISSmetrics has shown that about 70% of buyers check product reviews before buying. Without reviews you may be losing a lot of sales. Honest customer feedback answers questions about fit, quality, and shipping speed and reduces hesitation at checkout. 

Encouraging customers to leave reviews and showcasing them on your site is a good way to build trust with your consumers. A product with 5-star reviews sells itself better than most marketing copy. For added impact, back your reviews up with web copy and descriptions written by best-in-class e-commerce copywriters.

7. Active Voice Makes Your Copy Stronger

Using passive voice for your content or descriptors runs the risk of sounding academic and dull. Consider: “The bag was designed for durability.” Switch to active voice and the descriptor becomes clearer and more persuasive: “This bag withstands daily wear and tear.” It’s a small change but, as any of our e-commerce content writers would tell you, it has a huge impact on your sales funnel and conversions. Mainly because it allows readers to absorb the message faster and it makes them feel compelled to act.

How Our E-commerce Content Writing Services Can Help

Your e-commerce content should remove doubts, build trust, and push shoppers toward the checkout button. In each product description, heading or sub-heading you have the opportunity to either engage or lose readers, so it’s important to get it just right.

Need help creating strong e-commerce content? Our expert ecommerce contented writing services will create product descriptions, buying guides, and web copy that draw traffic and increase sales. 

Our team also includes writers with expertise in a wide range of industries and verticals, so we can help you strike the right balance between technical accuracy and customer-friendly clarity – turning complex product specs into compelling copy that actually sells. 

Reach out today and learn how our e-commerce content writing services can transform your website and your sales funnel. 

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