Some Copywriting Tips to Create Content That Converts

Bhavleen Kaurno comments

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What is eCommerce Copywriting?

Copywriting has traveled a long distance since the “big idea” times of the Mad Men era. It is the art and technique of strategically drafting and publishing reader-focused words online that compel the browsers to take some action.

Today’s copywriting requires a proper plan and creativity. However, for an eCommerce website, it ultimately summarizes two key factors, i.e., brand consistency and SEO.

Both factors are equally essential, each requiring unique skills and tactics to succeed. In this post, you’ll read performance items to promote your website copy, pull new website visitors and boost conversions.

Product Detail Pages

You should understand who you are writing for, before you start drafting your product copy. To begin with, define the personality of your ideal customers and identify their needs or distress points they are looking forward to resolving.

Convincing product descriptions directly answer the questions maintaining a sense of personality. Remember that your speech and tone should align with your overall brand. For that consider how you would speak to a customer in an in-person setting. The authenticity of product detail pages can help retailers to distinguish themselves from big-box online distributors.

Besides adding personality, be sure to incorporate the best SEO practices in your product detail pages. For instance, we suggest adding a target keyword on the succeeding regions of your product detail page:

  • Page Title
  • Image Name
  • H1
  • URL
  • Alt Text

Be mindful and avoid keyword stuffing. Above everything else, write your page for humans and not for search engines. You’ll line up with Google’s SEO recommendations and improve the probability of ranking on following this approach.

FAQ Pages

FAQ pages offer one of the highest SEO opportunities for online traders because they are directly related to the search queries. If implemented accurately, FAQ pages and various sections in it can help boost organic website traffic and enhance the user experience.

We suggest commencing the process of writing by listing out five-to-ten inquiries that often show up in customer support queries. You can include obvious questions also that you acknowledge your buyers will look for, as shipping and exchange information.

Once you’ve chalked down the questions you require to answer, it’s time to format them carefully. Use the checklist given below to get started:

Write your inquiries with understandable heading tags. Typically, with an H2 tag, when you are designing a separate FAQ page. However, tagging the queries with an H3 or H4 will also work fine.

Formulate your answer in a line or two. If you want more room for your answer then, we recommend having an introduction to your reply that might serve as a summary with a more detailed description that follows. Search engines can easily extract your summary rich snippets into search results.

To boost the likelihood of rich snippets cropping up in organic search results, we also suggest incorporating question format schema data on your page. After customizing the codes, you can place it at the top of your body section.

Category Pages

Category pages create eCommerce copywriting difficulties because they seldom include sections for the copy. However, we’ve discovered that incorporating selection related content can improve page personality and search rankings.

As shown in an instance given below in the image, West Elm does a great job of incorporating added text at the bottom of its each category page without going overboard in keyword stuffing.


About Pages

Although the About page appears like a matter of lesser priority, it gives an excellent opportunity to highlight everything that makes your brand exceptional. People want to understand why they should purchase from you, and this is what these pages provide space for, to say clearly, “This is who we are.”

We suggest keeping these pages precise and short. However, brands should take the necessary time to craft a well-constructed tale that attracts users through their history and the purpose of their business. You can also add content, like overview videos, to create a great user experience.

If you’re unclear about where to start from, then, try introducing a noteworthy overview of your firm, purpose, vision, any honors, testimonials or press remarks.


In general, a properly executed eCommerce copy helps a lot in capturing a buyer’s attention and lead them through the shopping process. We hope you’ve found the above suggestions to be helpful.

We would love to gather your views or remarks about this blog. Please reach out to the comments segment below.

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This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information.

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You really make it seem so easy with your presentation but I find this matter to be actually something that I think I would never understand. It seems too complicated and very broad for me. I am looking forward for your next post, I’ll try to get the hang of it!


You suggested it very well!

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