Writing real proper for e-commerce

Setting up an e-commerce site in order to sell your product seems like an easy thing to do in theory, but the practical application involves alot of detail which can make or break it. One of these is the sort of language you use and the way you use it.

79% of users ‘scan’ text, they don’t read copy. Therefore the use of bullet points, highlighted keywords, meaningful sub-headings and quick succinct information will convert readers more so than a paragraph of text. If more content is required and won’t adapt well to bullet points formats, then make sure your copy is short and precise. Start with important information such as stats or dates to get the attention of the reader first, then use as little wording as possible to get the message across.

Avoid jargon copy and clichés, readers don’t need to read ‘clever’ copy when shopping online, they have a minimal amount of time and attention and need to absorb the correct information. Having said that, displaying a product with no content is even worse! No content doesn’t give the product a platform to stand on, forcing the user to base their purchase on a photo only.

Never use the manufacturer’s copy, you’ll find that its usually very dry and is not formatted for optimal reading. Start by using a specific style that suits your site and product. Keep it simple and informative, warming it up with a minimal creative style that can help ensure real conversion and establish trust with your brand.

All of this information must be established with SEO in mind, so best practice is to get the copy writer and the SEO specialist to work together in order to produce the most effective online copy. The copy writer may produce the most brilliant copy for your products but the SEO specialist will know how to incorporate primary and ancillary keywords into that specific copy without ruining it.

In summary, when creating content for your e-commerce site remember the following:

• Use bullet points
• Highlight Keywords
• Use meaningful Sub Headings
• Use short precise information and not overdrawn copy.
• Avoid Jargon and clichés
• Don’t rely solely on photography
• Never use the manufacturer’s copy. Establish your own style.
• Work with an SEO Specialist to ensure quality keywords
• Keep the language simple
• Look out for grammatical and spelling mistakes.