Ecommerce Copywriting: How to Write a Copy That Sells

Imagine writing words that turn window shoppers into raving fans. That’s eCommerce Copywriting! It’s crafting website content that sells your products, not just describes them. This article will help you write e-commerce copywriting that converts.

Here are the best practices to follow:

  1. Know Your Target Audience
  2. Conduct Thorough Keyword Research
  3. Start with the Core Benefits, not Features
  4. Tell a Compelling Story and Evoke Emotions
  5. Use Bullet Points for Key Features
  6. Utilize Internal Linking for SEO and Navigation
  7. Leverage Data-Driven Insights
  8. Build Anticipation and a Sense of Urgency
  9. Craft Compelling CTAs
  10. A/B Test Your Copy

Let’s understand the eCommerce Copywriting in detail. Think of it as a secret weapon that boosts conversions and makes your cash register sing.

What is eCommerce copywriting?

Ecommerce copywriting is the art of writing persuasive text for online stores. It’s like creating mini sales pitches within your website that convince people to buy your products.  This includes descriptions, headlines, and calls to action that highlight the benefits of your products and speak directly to your target audience.

Basically, it’s writing that turns website visitors into happy, paying fans!

Pages on Your Ecommerce Site That Need Copywriting

1. Product Pages

Product pages are your prime real estate for conversions, so craft compelling copy that sells!

Here’s what to include:

  • Captivating Headlines: Grab attention with clear, concise headlines highlighting the product’s key benefits.
  • Benefit-Driven Descriptions: Don’t just list features; explain how each feature solves a problem or improves the customer’s life.
  • High-Quality Images & Videos: Showcase your product from multiple angles and in action.
  • Social Proof: To build trust, including customer reviews, ratings, or influencer mentions.
  • Clear CTAs: Tell users exactly what you want them to do with strong calls to action like “Add to Cart” or “Buy Now.”
  • Bullet Points for Key Features: Make features easily digestible with scannable bullet points.

Focusing on these elements will make your product pages persuasive mini-sales pitches that convert visitors into buyers.

2. Category Pages

Category pages are like shop windows, enticing customers to explore further. Here’s how to write effective category copy:

  • Compelling Titles & Meta Descriptions: Craft titles and descriptions that accurately reflect the category and include relevant keywords for SEO.
  • Clear Hierarchy & Navigation: Use subcategories, filters, and well-organized menus to make browsing easy.
  • Intriguing Category Descriptions: Briefly explain what the category offers and highlight key product types.
  • High-Quality Category Images: Use visuals that represent the category and entice users to click through.
  • Featured Products: Showcase top-selling or new products within the category to grab attention.

By crafting informative and engaging category pages, you’ll guide users toward the products they seek and boost overall customer satisfaction.

3. About Us Page

Your About Us page is your chance to connect with customers personally. Here’s how to craft compelling copy:

  • Tell your story: Share the inspiration behind your brand and its mission. What makes you unique?
  • Highlight your values: Showcase what matters most to your company and how it reflects in your products.
  • Humanize your team: Introduce key members and their expertise to build customer trust.
  • Social Proof: Build credibility by including awards, recognitions, or positive customer mentions.
  • Call to Action: Encourage visitors to connect with you on social media, subscribe to your newsletter, or explore further.

Crafting a genuine and engaging About Us page will foster brand loyalty and a stronger connection with your audience.

4. Blog Posts

Blog posts are powerful tools for attracting new customers, educating existing ones, and boosting SEO. Here’s how to write effective blog copy:

  • Target relevant keywords: Research topics your audience searches for and integrate relevant keywords naturally.
  • Informative & Engaging Content: Offer valuable information, industry insights, or helpful tips related to your products.
  • Showcase Products: Subtly weave in your products as solutions to problems or ways to enhance user experiences.
  • Compelling CTAs: Encourage readers to learn more about specific products, subscribe for updates, or make purchases.

Creating informative and engaging blog posts will attract organic traffic, establish yourself as an industry expert, and drive sales.

Subheading: Calls to Action (CTAs) in Blog Posts

Craft clear and concise CTAs at the end of your blog posts. Tell readers exactly what you want them to do next, whether visiting a product page, subscribing to your email list, or sharing the post on social media.

5. Comparison Pages

Comparison pages help customers make informed decisions by highlighting key differences between similar products. Here’s how to write effective comparison copy:

  • Focus on key features: Identify the most important features customers consider when comparing products.
  • Side-by-side comparisons: Present product specifications and features in a clear, easy-to-understand table format.
  • Highlight unique benefits: Clearly explain how each product addresses specific needs or preferences.
  • Avoid bashing competitors: Focus on highlighting your products’ strengths while maintaining a professional tone.

Creating informative and objective comparison pages will empower customers to make confident buying decisions and ultimately choose your products.

Top 4 Benefits of Ecommerce Copywriting

Ecommerce copywriting goes beyond just describing products; it’s a strategic tool to elevate your online store. Here’s how compelling copywriting benefits your business:

Increased Conversions

Powerful copywriting converts website visitors into paying customers. By clearly communicating your products’ value proposition and using persuasive language, you can encourage action, leading to more “Add to Carts” and “Buy Now” clicks. Effective copywriting addresses customer pain points and showcases how your products solve those problems, ultimately increasing sales.

More Organic Traffic

Strategic copywriting plays a crucial role in Search Engine Optimization (SEO). Integrating relevant keywords naturally throughout your product descriptions, category pages, and blog posts helps your online store rank higher in search results. This increases the visibility of your website to potential customers searching for products like yours. Optimized copywriting attracts organic traffic and drives more qualified leads to your online store.

Informs Customers

Excellent copywriting empowers customers by providing clear and informative descriptions of your products. A well-written copy doesn’t just list features; it explains how each feature benefits the customer. This helps them understand how your products can improve their lives and make informed purchasing decisions. Reduced confusion and increased product understanding lead to happier and more confident customers.

Defines Your Brand

Ecommerce copywriting shapes the personality and voice of your brand. The tone, style, and language you use throughout your website contribute to how customers perceive your company. By crafting consistent and engaging copy, you can build a strong brand identity that resonates with your target audience. Compelling copywriting allows you to showcase your brand values, differentiate yourself from competitors, and foster customer loyalty.

Common Mistakes Seen in Ecommerce Copywriting

Crafting compelling ecommerce copywriting is essential for converting website visitors into loyal customers. However, many businesses need to catch up on common mistakes that can hinder their online success. Here’s a breakdown of some key pitfalls to avoid:

1. Focusing Too Much on the Product (Technical Jargon)

  • The Problem: You drown out the human element and fail to connect with your audience.
  • The Fix: Shift your focus to the benefits. Don’t just list features; explain how they solve customer problems and improve lives. Instead of technical jargon, use clear and concise language your target audience understands.


  • Instead of: “Our XYZ camera boasts a revolutionary F2.8 aperture and a 20x optical zoom lens for superior low-light performance and unmatched image clarity.”
  • Try: “Capture stunning photos in any lighting condition with our XYZ camera. Its impressive F2.8 aperture lets in more light for vibrant images, while the 20x zoom brings distant subjects closer for incredible detail.”

2. Lack of Personality and Voice

  • The Problem: Your copy sounds generic and needs to stand out from the competition.
  • The Fix: Inject personality! Develop a distinct voice that reflects your brand’s unique identity. Consider your target audience and use language that resonates with them.


  • Instead of: “We offer a wide variety of high-quality athletic apparel.”
  • Try: “Unleash your inner athlete with our stylish and functional activewear. Made from premium materials, our apparel is designed to keep you comfortable and confident during any workout.”

3. Word Soup and Unnecessary Fluff

  • The Problem: Your copy is bloated with filler words and needs more focus. This can overwhelm readers and make it difficult for them to grasp the key message.
  • The Fix: Prioritize clarity and conciseness. Use strong verbs and an active voice. Proofread ruthlessly and eliminate unnecessary words that don’t add value.


  • Instead of: “We are truly excited to announce the launch of our brand new line of premium activewear products, which are designed to meet the needs of even the most discerning athlete.”
  • Try: “Introducing our all-new activewear collection, crafted for peak performance. Experience the difference between premium materials and innovative design.”

 4. Inconsistent Tone of Voice

  • The Problem: Your copy sounds disjointed and lacks a cohesive feel. This can confuse readers and damage brand perception.
  • The Fix: Maintain a consistent tone throughout your website. Are you playful and informal? Sophisticated and authoritative? Decide on the voice that best aligns with your brand and stick to it.


  • Inconsistent: “Our top-of-the-line running shoes are built to last. But hurry, this limited-time offer won’t last forever!”
  • Consistent (Informative): “Experience unmatched comfort and durability with our premium running shoes. Engineered for optimal performance, these shoes will help you achieve your fitness goals.”
  • Consistent (Playful): “Lace up for adventure with our awesome running shoes! They’re so comfy you won’t want to take them off. (But seriously, this limited-time offer is a steal!).”

By avoiding these common mistakes and focusing on crafting clear, concise, and engaging copy, you can transform your ecommerce website into a powerful sales machine.

Ecommerce Copywriting: 10 Best Practices

Here are the 10 important eCommerce copywriting practices that you should follow to write a compelling copy:

1. Know Your Target Audience

Understanding your target audience is crucial for effective ecommerce copywriting. Start by crafting buyer personas and detailed profiles representing your ideal customers. For instance, if you’re selling eco-friendly skincare products, your buyer persona might be a young, environmentally-conscious female interested in sustainable living. Include demographics, interests, and pain points in your persona to tailor your message effectively.

Next, speak their language. If your target audience is tech-savvy millennials, use a casual and relatable tone with up-to-date references.

For example, use phrases like “Get your glow on with our all-natural face serum” instead of “Buy our organic skincare product.” By using the right tone and vocabulary, you’ll create a connection with your audience and make your products more appealing.

2. Conduct Thorough Keyword Research

Keyword research is essential for ecommerce copywriting as it helps you understand what your potential customers are searching for. Use tools like Google Keyword Planner to identify relevant keywords for your products. For example, if you sell handmade jewelry, you might discover keywords like “handcrafted necklaces” or “artisan earrings.”

Focus on targeting long-tail keywords, which are longer and more specific phrases. These keywords often indicate higher purchase intent and can lead to more conversions.

For instance, instead of targeting the broad term “jewelry,” aim for long-tail keywords like “handmade sterling silver bracelets” or “bohemian style beaded necklaces.” By adding these specific keywords to your product descriptions and website content, you’ll attract more qualified traffic and increase your chances of making a sale.

3. Start with the Core Benefits, not Features

When crafting your ecommerce copy, it’s crucial to emphasize the benefits of your product over its features. Customers are more interested in how a product can solve their problems or improve their lives. For instance, instead of stating that a face cream contains hyaluronic acid (feature), highlight that it provides deep hydration for a youthful, glowing complexion (benefit).

Focus on emotional triggers by connecting your product’s benefits to the emotions your customers desire to feel. If you’re selling a security system, don’t just mention its technical specifications. Instead, emphasize the peace of mind and sense of security it brings to families. By tapping into these emotional triggers, you create a more compelling and persuasive message that resonates with your audience.

4. Tell a Compelling Story and Evoke Emotions

A great way to engage your audience is by telling a compelling story about your product. Use vivid language to paint a picture of the experience of using your product. For example, if you’re selling artisanal coffee, describe the rich aroma and the warm, comforting sensation of taking the first sip on a chilly morning.

Highlight the transformations that your product brings about. Share testimonials or stories of how your product has helped people achieve their goals or overcome challenges. For instance, if you sell fitness equipment, showcase a customer’s journey from feeling sluggish and out of shape to becoming energetic and fit. By evoking emotions and presenting relatable stories, you create a deeper connection with your audience and make your product more desirable.

5. Use Bullet Points for Key Features

Bullet points are a powerful tool in ecommerce copywriting as they improve scannability and allow users to grasp the key features of your product quickly. For example, instead of a long paragraph, list the features of a smartphone like this:

  • Long-lasting battery: Enjoy up to 48 hours of uninterrupted use.
  • High-resolution camera: Capture stunning photos with a 108MP sensor.
  • Fast charging: Get a 50% charge in just 30 minutes.

Prioritize benefits in your bullet points. Each point should focus on how a feature translates into a tangible benefit for the customer. This approach highlights the value of your product and makes it more appealing to potential buyers.

6. Utilize Internal Linking for SEO and Navigation

Internal linking is a crucial aspect of ecommerce copywriting. It involves linking your copy to other relevant product pages, category pages, or blog posts. This not only aids in SEO by spreading link equity throughout your site but also improves user experience by providing easy access to related information.

For example, if you’re writing about a specific type of running shoe, you can link to a blog post discussing the best running routes in your area or to a category page featuring other running gear. This helps users navigate your site and encourages them to explore more of your content.

7. Leverage Data-Driven Insights

To enhance your ecommerce copywriting, leverage data-driven insights to tailor your content to your audience’s preferences. For example, studies have shown that writing at a middle-school level is often more effective in engaging a broader audience. This means using simple, straightforward language that’s easy to understand.

Additionally, it’s important to avoid negative language that might deter customers. Focus on positive phrasing that highlights the benefits and value of your products. For instance, instead of saying, “Don’t miss out on this deal,” you could say, “Grab this amazing offer now!”

8. Build Anticipation and a Sense of Urgency

Creating a sense of anticipation and urgency can motivate customers to take action. For example, you can use phrases like “Limited time offer” or “Only a few left in stock” to encourage customers to purchase before it’s too late. This tactic plays on the fear of missing out (FOMO) and can lead to increased conversions.

You can also build anticipation by teasing upcoming products or sales events. For example, include a countdown timer for a big sale or provide sneak peeks of new products to keep your audience engaged and eager to see what’s next.

9. Craft Compelling CTAs

A strong call to action (CTA) is crucial for converting visitors into customers. Your CTAs should be clear, concise, and compelling. Use action-oriented language that encourages users to take the next step, whether it’s “Add to Cart,” “Buy Now,” or “Subscribe for Updates.”

Consider the placement of your CTAs as well. They should be prominently displayed and easy to find. You might also experiment with different colors or designs to make them stand out. The goal is to make it easy for customers to take the desired action.

10. A/B Test Your Copy

To optimize your ecommerce copy, consider A/B testing elements like headlines, calls to action (CTAs), and copy variations. By testing different versions, you can see what resonates best with your audience and leads to higher conversion rates. For instance, you might test two headlines for a product page to see which results in more clicks and purchases. This data-driven approach allows you to refine your copy and improve its effectiveness.

Keep Testing and Improving Your Copy

Continuous testing and improvement are essential for effective ecommerce copywriting. By regularly experimenting with different elements of your copy, you can identify what resonates best with your audience and drives conversions. Here are some key points to consider:

  1. A/B Testing: Conduct A/B tests on your product descriptions, headlines, and CTAs to see which versions perform better. For example, you might test two headlines for a product page to determine which leads to more sales.
  2. Analyze Performance Data: Use analytics tools to track the performance of your copy. Look at metrics like click-through, conversion, and bounce rates to gauge the effectiveness of your content.
  3. Gather Customer Feedback: Collect customer feedback through surveys, reviews, or direct communication. Their insights can help you understand what they value and how you can improve your copy to meet their needs better.
  4. Monitor Trends: Stay updated on industry trends and consumer behavior. This can help you adapt your copy to changing preferences and maintain its relevance.
  5. Iterate and Refine: Adjust your copy based on your testing and analysis. This iterative process allows you to refine your content and continuously enhance its impact.

By embracing a mindset of ongoing testing and improvement, you can ensure that your ecommerce copy remains effective and aligned with your audience’s needs and preferences.


What is an ecommerce copywriter?

An ecommerce copywriter is a professional who specializes in creating persuasive and engaging written content for online stores. Their work includes product descriptions, website copy, marketing emails, and other materials aimed at promoting products and driving sales in an ecommerce setting.

What are the 4 C's of copywriting?

The 4 C's of copywriting are Clarity, Conciseness, Compelling, and Credibility. These principles ensure that the copy is easy to understand, concise, engages the reader, and is trustworthy. Adhering to these guidelines helps create effective and persuasive content that resonates with the audience.

Can copywriting increase sales?

Yes, copywriting can increase sales. Effective copywriting communicates the benefits of a product or service, addresses customer needs, and persuades them to take action. By crafting compelling and persuasive messages, copywriters can influence purchasing decisions and boost sales.

How do you copywrite for sales?

To copywrite for sales, focus on understanding your target audience and their needs. Highlight the benefits of your product, use persuasive language, create a sense of urgency, and include a clear call-to-action. Test different approaches and continually refine your copy based on customer feedback and sales data.

Summing Up

Compelling copywriting is the secret weapon your ecommerce store needs. It skyrockets conversions, builds brand loyalty, and informs customers. Don’t settle for generic descriptions! Let me craft captivating website content that turns visitors into fans. Contact me today and watch your sales soar!

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