How to Use Your Copywriting Skills to Drive Ecommerce Sales

18 Dec.2018

If you are running an eCommerce store, then you know that there is a need in the market for specific products. Since your competitors are not fulfilling the needs and questions of your customers, you can use excellent copywriting tips to get found online and boost conversions.

Having a great looking online store is only the first step to reach success with your online store. Your site not only has to look great and engage with your audience, but you will also need to get found through search engines while also educating, informing, and building a brand for your store.

This is not easy, but if you focus on writing great content for your product pages and category pages then you will be able to drive more qualified traffic to your site today!

1. Write for your target audience

Since your customers are looking for products that you sell on your online store, you should do everything you can to personalise your content to speak to your audience as much as possible. The thing that most online store owners don’t understand is that the majority of eCommerce stores use the same descriptions, product images, and have the same lame content across their site.

Not only does this give you an excellent opportunity to get found in search engines by creating unique content, but it also allows you to stand out and engage your audience in new and exciting ways. You will need to modify your approach and tone based on your industry, products, and target audience, but you can engage your customers by following a simple set of points when writing content.

  • Who is your product for?
    What is the demographic (age, location, income, gender, etc.) of your target audience? This is essential information that you need to know if you want to craft content to engage and connect with your audience.
  • What are some product details that set you apart?
    Think about your product specifications and how your product offerings set you apart for your competition.
  • Where do your customers use your products?
    You should think about how and where they use your product. The form and function of your products will look much different if products are used outdoors compared to indoors.
  • When do customers need your product?
    Think about the time of year or event-based activities when your customers will need your product. You can tap into this information to build out a content calendar and create customized content across your site based on when people will be looking for your products.


ModCloth does a great job explaining the core functionality and purpose of their products in an engaging manner. You can see a pretty good product description under each product, and their target audience will love this information so they can make a more educated purchase!

2. Focus on the benefits

Your customers are looking for answers and solutions to their problems, and you can use your online store as the go-to solution for your target audience. Most online store owners want to focus on the products, but in reality, the things that your customers care about are the benefits that your products will have for them.

Instead of listing out a long list of specifications, you should always pair a benefit with each feature. For example, if you are selling bedding sheet, then you should list the thread count of 400, and as a result, your customers will be able to sleep better.

A great tip to help you write more compelling product and category pages are create a simple spreadsheet. On this spreadsheet, you can list out the problems your customers experience in one column, the features of your products that will help address that problem, and the benefits of your products in another column.

Using this approach to plan what you want to write will help you create a more persuasive copy and even help reduce the amount of time it takes you to write your eCommerce content!


Screwfix does a great job highlighting the benefits of each product. While they have a heavy focus on their product features, they do a great job showcasing why those features are important to their target audience.

3. Eliminate buyer’s guilt

Consumers are worried that they will make the wrong purchase, and many times after consumers buy something they will second guess their decision. Your customers may think they could have purchased the product for less somewhere else or they don’t think they need it, and this can result in the buyer’s guilt.

You can tap into psychology to reduce the impact of these thoughts in your customers once they purchase a product from your store. To help overcome buyer’s guilt you will want to do everything you can to reassure them that they made the best decision and you can use these tactics in your product descriptions:

  • Showcase that your products or sales are only good for a one-time offer.
  • Reassure your customers that they are saving money or time with the purchase.
  • Describe your products as essential.
  • Give lots of compliments that your customers found such a fantastic deal.
  • Do not use words that trigger thoughts of money like “expensive” or “treat.”
  • Highlight multiple features for each product because this will help your customers rationalize the purchase in the long run.


Patagonia creates some great products, and their target audience pays a premium for the quality and care of their products. To help reduce buyer’s guilt Patagonia uses great copywriting to build value and reduce guilt after each purchase!

4. Use questions to offer answers

Each time someone types something into Google they are asking a question. Since you already know your target audience, you should integrate common questions that people ask when looking for your product.

This approach will help you format content on your site in a way that Google and your customers can read quickly, and you can use this approach to rank in search engines. Since you always want to start with the needs of your customers first, using common questions in H2 tags and other areas on your category and product pages can really help your site rank.


DogSupplies4Me does a great job including common questions in their category and product pages. The above example is from their best chew proof dog bed buyer’s guide, and this approach helps their page rank and provides valuable information for their customers.

Grow your ecommerce store with great copywriting

If you want to stand out online and drive more qualified traffic to your site then you should look at the above online store copywriting tips today. You should think about what your customers are looking for, and what makes your products stand out from the crowd. If you use the tactics and strategies listed above then you will be able to boost conversions and reach your eCommerce goals!

Author Bio:

Chris is a Digital Media Strategy Consultant with 13 years of experience helping small business owners make more money. He focuses on client needs to be balanced using SEO marketing, freelance copywriting, PPC management services.

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