How to write great content for online stores

When writing content for any website or online store, the main thing is to always think about visitors. An accurate understanding of what a potential buyer needs will affect the success of your online business.4 min


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When writing content for online stores or any website, the main thing is to always think about visitors. An accurate understanding of what a potential buyer needs will affect the success of your online business.

WHAT ARE ONLINE STORES?

Online stores differ in their scale – there are hypermarkets (with a large number of non-unique products – 1000-100000) and small online stores (with a limited number of unique products – 100-1000). The uniqueness of the goods means that it is handmade or the shop belongs to the manufacturer.
When writing a text for large online stores you need to properly highlight all the benefits of goods, present them as unique, entice with low prices, convenient methods of payment and delivery, guarantees. Content for small online stores should tell customers about new products from a profitable side.

WHAT SHOULD CONTENT FOR ONLINE STORES REVEAL?

Content for hypermarkets should describe all the benefits:

  • the lowest price;
  • convenience;
  • delivery speed;
  • the ability to choose different delivery methods;
  • guarantee;
  • possibility of return;
  • miscellaneous.

Content message for shops with unique goods should describe:

  • high quality (specific information);
  • handmade;
  • attractive appearance;
  • storage;
  • how they differ from analogues;
  • benefits of use.

These are important, but not the only benefits that can be revealed. They can be combined.

ALSO READ: Tips to Attract Visitors To Your Website

WHAT EXACTLY ARE THE CONTENT NEEDED?

  1. Copy/ad message for static pages – main page (pay attention), information about the store (show benefits, build trust), payment / guarantees / delivery / FAQ (give answers to questions), contacts (motivation to act);
    Sales chain = Pay attention -> Show solution to the problem -> Conclude -> Cause confidence -> Remove objections -> Take action
    The product card should cover all these purposes, then the text will be really selling. And it should have a lot of photos, videos and reviews.
  2. News and articles.
  3. Information for product categories and subcategories.
  4. Description of goods.
  5. Promotional offers.

HOW TO START WRITING TEXTS FOR ONLINE STORES

Before writing the text you need to do some research

  • analyze the target audience (potential buyers)
  • analyze niche business competitors
  • to form a unique trade offer (UTP) and a list of advantages.

A copywriter should be aware of all the features of the business and products.

ALSO READ: A complete guide to audience segmentation in internet marketing

RULES FOR WRITING TEXTS FOR ONLINE STORES

  1. Texts should be useful
    Most often, visitors are not interested in how many products you have sold or what diplomas you have received. They care about information about promotions, discounts, new collections of goods, etc. In social networks, you can post tips, instructions, announce blog articles, hold contests, etc.
  2. Structure texts
    Grandchildren’s texts are difficult to understand. Visually break the text into parts: use headings/subheadings, paragraphs, lists, etc.
  3. Write concisely and clearly
    Uninformative words and sentences in SEO are called “water”. Remember, it is very difficult for the reader to find important information in rare texts. Avoid stopping words and introductory phrases such as: “no one’s secret”, “today”, “in our opinion”, “as you know”, etc. We also do not recommend using too many figurative expressions.
  4. Do not rewrite the article with keywords
    Pieces oversaturated with keywords no longer work. Moreover, they can even be harmful to the site. It is necessary to write texts not only for SEO but also for users.
  5. Be sure to check the texts for errors.
    We advise you to read it several times after writing the article, and then throw it into special services to check spelling and grammar like Grammarly. You can even give the piece to a friend or acquaintance because usually, the author after reading the text many times stops noticing mistakes. Note that a double space is also considered a spelling mistake.
  6. Make the link right
    It’s better to link to certain words than to give full URLs or the words “here”, etc. For example: “You will learn more about the texts for the main page in our article.” I advise shortening the links in the posts in specialized services (cutt.ly, bitly.com, etc.).
  7. Use the correct punctuation marks
    Use Christmas tree quotation marks “”instead of ‘. Use a dash (-) instead of a hyphen (-).
  8. Use functional images
    Pictures must also have some meaning, illustrate or prove what is written, etc. And they should not have the watermark of the stock or other company. Unnecessary images distract from the text.
  9. Do not place text on a colored background
    Text on the background visually looks unattractive, impairs readability, quickly tires the reader’s eyes.

ALSO READ: Stages of effective online store management

The structure of the copywriting text

  1. Title, problem
  2. Problem solving (UTP)
  3. Benefits
  4. Evidence (modern technology, reviews, customers, regalia, guarantees, work with objections)
  5. Call to action (stimulation)

TEXT FOR THE MAIN PAGE

  • not large (1000-1500 characters);
  • explanation of what the online store sells;
  • attention;
  • call to action (Buy! Go to the page! Look! Contact!).

The structure of the copywriting text

  1. Title, problem
  2. Problem solving (UTP)
  3. Benefits
  4. Evidence (modern technology, reviews, customers, regalia, guarantees, work with objections)
  5. Call to action (stimulation)

TEXT FOR THE MAIN PAGE

  • not large (1000-1500 characters);
  • explanation of what the online store sells;
  • attention;
  • call to action (Buy! Go to the page! Look! Contact!).

TEXTS FOR THE “NEWS” SECTION

This section should tell about promotional offers, discounts, bonuses, new arrivals, new manufacturers, new design, materials from which goods are made, their benefits, the uniqueness of the offer. News should be written on the principle of an inverted pyramid:

  • in the title – the main benefit (discount, promotion, bonus, novelty);
  • the first paragraph is the essence of the news;
  • text – a transcript of everything.

Publish news at least 1-2 times a week. Buyers especially love the holiday promotions.

TEXTS FOR PRODUCT CARDS

  • enough uniqueness of 60-70%;
  • detailed information about the product;
  • characteristics;
  • unique photos;
  • reviews;
  • video reviews.

ALSO READ: Creating blog content: how we do it

TEXTS FOR PRODUCT CATEGORIES AND SUBCATEGORIES

Don’t turn the description of categories/subcategories into a dump of key phrases! Texts should be unique, informative and useful.

DOES AN ONLINE STORE NEED AN ARTICLE SECTION?

The “Articles” section is used to enter non-selling low frequency keyword phrases. Also useful articles are used for content marketing – attracting potential buyers with interesting content.
Articles should be:

  • expert;
  • readable;
  • structured and visually appealing;
  • relevant;
  • solve the buyer’s problem;
  • to answer questions;
  • contain new information.

We recommend writing articles in the form of instructions, reviews, expert advice, troubleshooting methods, etc. The titles of the articles should be considered in accordance with the interests of buyers.

Such texts will be sold veiled (natively). They will remove objections and inspire confidence in the goods.

Let work with you in the development of your online store, as well as its promotion and content – our copywriters will write interesting and attractive texts that will really sell and bring income! Contact us!


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