Often the amount of writing work needed can feel overwhelming when you are running an eCommerce business.
There is always some written work lined up, such as blog-post or email or video-script, etc.
So,
Hiring a Copywriter to write for you seems mandatory.
BUT.
Hiring one for your eCommerce Business is way too daunting than what it looks.
Several questions take birth in your mind when you are doing so!
How can you shortlist the good from the bad?
How do you know you have hired the right copywriter for you, who will craft the right marketing material that sells?
Well, lucky for you, I’m giving you the resources that you need!
So I am going to walk you through the best practices that you need to hire a copywriter so that you can get a great return on investment.
And remember: you got this!
Well, if you don’t know, “Who an eCommerce copywriter is?”
I am going to break it to you in the simplest of words possible:
So a freelance eCommerce copywriter is like a one-man-army kind of a content writer who can do all these kinds of stuff for you:
- Can write attention-seeking headlines and compelling emails.
- Can use a certain tone that develops the personality of your brand in the subconscious of the reader.
- Help you identify the target audience.
- Can write a copy for you to accurately describe your products.
And, FINALLY
the most important:
Can boost SALE / CONVERSION RATE…(it’s a must, good copywriters should pay for themselves.)
what’s the point of hiring if they are unable to do so.
Do You Know?
As per the reports revealed by Statista, in the eCommerce market, China tops the world with the highest revenue generated by any country.
Revenue in the eCommerce market adds up to US$2,237,959m in 2020 and is presumed to record an annual growth rate (CAGR 2020-2024) of 7.6%, resulting in a market volume of US$3,004,191m by 2024.
The market’s largest section is Fashion dominating with a market volume of US$718,027m in 2020.
User penetration is 56.1% in the year 2020 and is assumed to reach 65.5% by 2024.
At present, the average revenue per user (ARPU) amounts to US$535.81.
What Are The Necessary Skills To Consider In SEO Copywriting For eCommerce:
When the customers visit your eCommerce website for the very first time, what’s the thing that they notice?
Sure the photos of the product for sale might grab their attention and prices too.
BUT…
What is likely to grab their attention is the COPY that you are using because it works to inform the shoppers about what they are going to buy. So it has to be engaging.
So look for these skills when hiring an eCommerce copywriter for the optimum maximization of the sales and revenue for your eCommerce business:
Someone Who Can Write Flawlessly:
First things first, the very initial litmus test to check whether the person you are hiring is your cup of tea or not is if he has got the ability to write flawlessly.
Grammar and spelling errors in your copy will make your brand look incompetent and careless.
So it is obligatory for you to hire someone who is capable of writing proficiently else potential customers won’t invest money and time into your eCommerce wholly.
Look if he or she can proofread and edit the typos (if any) for clarity.
Someone Who Can Establish the Trust:
When a potential customer visits your website, he or she can’t physically touch the product because it is not present in front of them.
That’s why it becomes very necessary to persuade them and establish TRUST.
So it is very important for you to hire someone who can write a copy that anticipates the needs of the potential customer and simultaneously convinces them that your eCommerce is worth the trust.
Who Has Got the Art of Storytelling:
Someone who has got the flair of weaving the story across the copies on your website should be preferred, who can come up with compelling stories about your brand.
As I was skimming over the internet on how to include stories in your eCommerce copies to make them engaging, I came across Andy Maslen’s Article.
In it, he emphasizes the fact that human beings are hard-wired for stories. The ability to acquire stories, and to respond to them is a natural human behavior.
So if anyone deals in the communication business like copywriting, marketing, etc. then he needs to master the art of storytelling.
Now that you have got an idea of how important storytelling is when it comes to copywriting.
Here are some of the ways by which you can add a story that is compelling and persuades the customer.
- Tell the story and focus on how people feel and what they experience when they use your product.
- Include in it, how your products are better and different than everything that is out there in other eCommerce websites or the market.
- Show customers that you care about them, and you have made efforts to solve their problems.
Has Got the Artistry of creating Amazing CTA Buttons:
While not a single defining trait, the competency of crafting amazing CTA buttons can be an asset to any eCommerce business.
BECAUSE…
It is all about the power of call-to-action that persuades a visitor to take the action that you want him to take, in order to convert him from a visitor to a customer.
So try to hire someone who has the ability to grab the attention of the visitor and encourage them to make the purchase instead of someone who creates generic CTAs like Buy/Shop etc.
Someone Who Can Boost the Sale:
Look for someone who can drive in more sales for you because eCommerce copywriting has a direct influence on sales and conversion rates.
As per research by Moz, brands like Encyclopedia Britannica and Freckle Time noticed a drastic increase in their conversion rates after they concentrated on enhancing the quality of the copy that their site uses.
Someone Who Is Content Focused:
The most important tangible skill that employers should seek in the eCommerce copywriter is the ability to provide focused, well-structured content.
LOOK…
SEO is a long-term game. The person that you are hiring should never get crazy over it. Cuz, no one will be able to get a complete hold of the ever-changing standards of SEO.
But REMEMBER!
Each time when Google brings any change in its algorithm, it is done for the sole purpose of making the search engine resonate with the needs of the user in a better way.
So,
The employer should look if the hired copywriter can focus on the content, trying to give people actionable steps and insights.
Whether he is able to structure the content around questions because search engine queries are questions (even though it sometimes doesn’t seem to be one) that people are inquisitive to know about.
Can Follow the Trend and Try to Stay on Top of It:
Manufacturing content that is people-focused, trying to sense the wave that is prevalent around, like a surfer riding a wave, is what is expected from a copywriter.
But in SEO, trends rise and fall. When you catch a trend, the one you are hiring should be able to publish content around it as much as possible just as it starts to get traction, people will read it, probably like it; also they will share it.
Indulge in Researching:
The copywriter should be a proficient researcher as well because well-researched content is the one that helps people and performs well.
The onus is on the copywriter to give people the right information and connect with them.
He should be able to structure the content without vagueness because there is information that comes from past experiences in a specific field, information that is synthesized, information that backs up the arguments all should be taken from relevant sources.
What Is Product Copywriting?
Copywriting has got NOTHING to do with Copyrighting.
Never ever think that it has anything to do with intellectual property, like patents and trademarks and all that stuff.
Well, in the simplest of words possible, product copywriting is the art of casting words for the solitary purpose of compelling people to buy products or services.
If there is one thing that product copywriting needs to do is to grab the attention of the target audience. So that products’ sales can be increased in the long run.
The aim of copywriting is to take action.
Product copywriting is used in various marketing materials, such as:
- website content,
- emails,
- direct mail flyers,
- catalogs,
- sales pages,
- promotional videos,
- advertising campaign,
- etc.
Copywriting is one way and is written in a prudent planned way to create a call to action, BECAUSE
It hits the reader’s interest and establishes a connection to guide the reader through the next steps of the buying experience.
So anytime, if you want to compel a prospective customer to click a link or sign up with an email address or to BUY something, it all depends on the sales COPY.
Product Description is one of the salient fragments of marketing material copies.
The creative product description has the potential to move the customer to make the purchase.
A lot of customers make their purchase influenced by the image of the product, a creative product description helps the buyer to fill the gap to make sure if the product is the right fit for their need or not.
How Do You Write A Good Product Copy?
For sure, the quality of the product description has got a direct impact on product sales.
BECAUSE…
An eCommerce study was conducted by the Nielsen Norman Group, and it was found that 20% of the purchase failures are the result of poor/unclear product descriptions.
It becomes very obvious that a bad product description can turn a potential customer away from making a purchase.
So the product description is one of the most important aspects of an eCommerce business to lure the customer and to compel him to buy something.
But…
Even though it is one of the best armors when it comes to conversion, a great product copy is hard to write.
And the exercise becomes more intimidating when you have a hell-of-a-list of products to write a description for.
So,
Follow these steps to write a good product copy that sells.
Identify the Target Audience:
The very first step to writing an excellent product copy is to identify who the potential buyers are.
You should have the idea that which features in your product will drive your potential buyers/TARGET AUDIENCE towards it.
This begins by understanding the BUYERS PERSONA, which is the breakdown of all the characteristics of your potential buyer. A buyer persona will help you in knowing the features that your target audience is looking for and thereby helping you to add them to your product.
To get hold of who your TARGET AUDIENCE is,
Always keep in mind the following questions:
From where did this person arrive on your page?
What are his interests, generally?
What are the specifications that he is looking for?
Is he interested in sharing your products with a friend?
Etc.
Focal Point the Product Benefits:
TELL:
How the product can enhance the life quality of the buyer.
You will be eager to share all of the qualities of your products—the unique specs and the best features that it has got.
But REMEMBER!
The buyer might not be interested in all the mundane features that your product can offer, but he or she will always be interested in knowing the way the product can bring ease to their life.
To convince the potential buyers that the product will improve their lives, try to structure your product description, make an outline of the features and the benefits.
For every benefit that you add to the list, dope out how this will benefit the buyer by reducing a pain point or increasing the pleasure.
Humanize the Tone That You Write in:
READ ALOUD your product description when you have done writing.
Does it sound like a real conversation that you are having with one of your friends?
OR
Does it sound more like a computer-generated string of words?
If YES, then it is time for you to tweak it a Lil bit and inject some life into it.
Writing in a tone that flows naturally as if you are conversing in real life with someone will help the buyer connect with the brand.
NEVER use empty adjectives or sweeping claims in the product description.
RATHER, using a consistent tone that matches the brand will help to build trust with the customers.
Use Punchy Words That Sell:
Being acquainted with certain powerful words, you can increase the conversion rate for your business.
Luckily, there are certain words and phrases that evoke an emotional response in humans.
You can convince your customers to take the leap and make more purchases.
Some examples of those powerful words are:
Amazing, Eye-opening, Miracle, Audacity, Faith, Pluck, Backbone, Fearless, Sensational, Belief, Fulfill, Spectacular, Blissful, Grateful, Spine, Bravery, Grit, Spirit, Breathtaking, Guts, Staggering, Cheer, Happy, Stunning, Conquer, Heart, Surprising, Courage, Hero, Triumph
When writing the product description, use some of these words to subtle convince the buyer that the product they are going to buy is impressive and worth the purchase.
Make Content Readable and Scannable:
According to research by Nielsen Norman Group, of all the people who come across a new web page on the internet, only 16% of them read word-by-word.
This means people generally have a really short attention span.
In order to make that 16% coveted content, a super readable and scannable one, you need to adopt certain measures.
Include bullet points for specs and ingredients.
Make paragraphs shorter so that they are easy to read; product descriptions can be written in paragraphs.
Use fonts of different sizes. Putting the product title into a heading is good practice.
As in, the buyer will be able to find the information that he or she is looking for without wasting any time, hovering over information easily.
Optimize for Search Engines:
These days it’s a must to optimize your content for search engines.
Search Engine Optimisation (SEO) is the most vital tool to attract new customers for the product or service you are providing and make them move through making the purchase.
All this starts with the ‘keyword’ that the customer uses to search what they are looking for.
With a nutshell knowledge of SEO keyword research, you can quickly find out which keywords are the best pertaining to your products.
Use the keyword or the variation of it both at the top of the product page as well as the product title.
The best practice for keyword placement is to include them in the following places :
(i) Page Titles
(ii) Meta descriptions
(iii) Image tags (called ALT Tag)
(iv) Product descriptions
To figure out which keyword to use for your product, run the keyword you have in your mind through the LSIGraph to get a list of kindred keywords.
LSIGraph crawls over the entire internet to look for pages that are ranking higher on search engines for your selected keyword.
This will give you a broader idea of what is currently performing well on the search engines and can be used in the titles and descriptions.
Keep in mind to add that keyword in your product title so that people can find it without any hassle.
Use Legit Images:
Even if you have become a pro in writing product copy, potential buyers can slip from your fingers if you aren’t using some quality images.
According to an infographic published by CrowdRiff.com, around 63% of the customers bounce off from the website if you don’t have some good images, even if you have nailed it as a good product copywriter.
Quality images will give all the salient features of the product.
This will also allow them to visualize the product in their lives.
How You Can Select The Best Copywriting Services?
When you are selling something online, you always need marketing materials.
You want prospective customers to be able to find you and gain a quick perception of what you are and what you’re selling.
The most common types of eCommerce copywriting services available to avail online are:
- Website Content
- Blog Posts
- Landing Pages
- Whitepapers
- News-Letters
- Brochure
- Press release
- Flyers
- Sales Letters
- Ads
- Direct Mails
- Product Packaging
When hiring someone, always remember to check their writing sample published online.
Keep in mind to go through their eCommerce copywriter portfolio published on their website.
Read through examples, Look if you like their way of writing.
Always keep in mind that hiring an individual is always better for an eCommerce website rather than an agency because individual freelancers set their own rates, which are affordable most of the time.
They figure it out on the basis of the type of work and on the project’s length.
They specialize in a particular field, and they focus on it.
Also, when you are in direct contact with freelancing individuals, you can be involved in the whole process.
This will eliminate dissatisfaction among the staff working.
If there are things unclear, they can ask you right away, and you can answer.
But when you are hiring an entire agency, the costs are higher than hiring an individual.
Also, you will have to pay for office spaces, managers, and staff. This adds to the total costs of hiring an agency.
It’s also necessary that the copywriter you hire should have knowledge of email copywriting as well so that he can write emails to your potential customers.
Doing this will increase sales of the products in your eCommerce business.
Skills To Look For In An eCommerce Email Copywriter:
The opportunity to be able to send messages to potential buyers is something that shouldn’t be taken lightly.
They have provided you the opportunity to reach out to them with direct access to their mailbox.
What more do you want?
Good tidings for you because, as per research by Small Business Trends, 77% of people of all ages go for email-based advertising over the others that are available.
So, the onus is on you to meet the expectations. If you don’t, they will send your email to the trash, or they will click that awful unsubscribe button.
So muster up, and keep these things in mind when hiring an eCommerce email copywriter for your eCommerce business to keep the subscribers attached with it:
Understanding of the Audience:
Getting to know who your target audience is so that you can write in a way that meets their needs is a great way to boost conversion.
Utilize what you have been told above in the buyer’s persona part so that it’s easy for you to write an email marketing copy that makes them want to click.
Should Have Minutiae of Psychology:
If he or she can sprinkle on the article, few psychology tactics.
It would be a huge turn-on for the customers.
Pictures of faces can evoke a certain emotion shown on that face or direct the gaze towards a Call-to-action.
Color selection because different colors elicit different emotions.
Include social proof because they tell readers that people like them think you’re great, which makes them more inclined to read your emails.
Include FOMO i.e., Fear Of Missing Out kind of messaging in your emails like “sales ends in a few hours,” “Only a few items left in stock,” etc.
It triggers the natural inborn fear in the potential customers that they are on the verge of losing something.
That’s why time-limited discounts work so well. Use urgency in your email to make people click.
Can Get Personal:
Include people’s names in subject lines and email marketing copy to get their attention.
Try sending different emails depending on the age, gender, and location of your audience, whether they are looking for a personal or business purchase, etc.
Can Avoid Industry Jargon:
You are not there to boast about what insane amount of knowledge you have in your industry.
Skip the industry ‘terminology’ and use terms that real people are able to understand.
Try to focus on the pain point and how your products can eliminate them.
Can Nail It With a Killer Subject Line:
The email subject line is the headline equivalent of an email copy.
If it isn’t relevant and compelling and doesn’t inspire your readers to take action, the entire email copy is useless then.
Invest your time in writing one and keep in mind certain things:
According to research by MarketingProfs.com, the subject lines ranging from six to ten words have the best click-through rate.
So opt for a shorter one.
Use action verbs in your subject line to help subscribers understand what you want them to do before they even open the email.
Use specific phrases to create a sense of urgency.
Wrap Up:
The way of creating fantastic eCommerce copies lies in the fact that who is writing for you or how he or she is writing.
Understand your audience and bring out new ways to remove pain points from their lives.
Try to speak to your potential customers in a conversational way.
Don’t be afraid to test emails with different kinds of messaging tactics to a specific group of your subscribers to figure out what works.
What other ideas can you add to this list that I may not have mentioned?
Comment below and ask anything that you doubt about!
