How to Write Content for Ecommerce Websites

Content Writing for Ecommerce WebsitesYour content is the driving force behind consumers getting to your website, learning about your products, and deciding whether to buy or not. This makes content writing for ecommerce websites one of the most important pieces of the ecommerce seo services and marketing puzzle.

So how can you write engaging, seo-friendly content to drive website traffic and increase your conversion rate?

Below we’re sharing several tips to writing the best ecommerce content for your website.

5 Tips on Content Writing for Ecommerce Websites

1. It All Starts with Keyword Research

Ecommerce Writing and Keyword Research

Just like with any marketing or seo project, you have to do your keyword research first to even get started. And content writing for ecommerce websites is no different.

Why is keyword research necessary?

Keyword research is how you’re able to create and tailor content to your users’ preferences. For example if people are searching for ‘ceramic owls’ and you sell them, then you can optimize your content marketing so that your ceramic owl page will show when searched.

When performing keyword research for your ecommerce content, you’ll also want to look for long-tail keywords as well. Long-tail keywords are more like phrases. They can be more descriptive, action-oriented, or questions.

For example,if the primary keyword you wish to target is “ceramic owls”, what would the long-tail keywords look like?

Examples of long-tail keywords:

  • Where can I buy ceramic owls
  • Ceramic owls that light up
  • Pink ceramic owls baby gift

When you’re writing your ecommerce content, sprinkle in the long-tail keywords and your focus keyword so your content will holistically cover the entire topic. This will show Google, Bing, and the search engines that you’re the best source of information (and best place to buy) the product.

It is also a good idea to check your website metrics to see if you are already ranking for some low-hanging keywords that you can optimize and rank for more quickly verses keywords that are not within the first 100 rankings.

2. Original Content is the Best Ecommerce Content

Write Original Content for Your Ecommerce Website

Once you perform your keyword research, it’s time to start writing your site content. And in order to have the best ecommerce content, you need to write original content for your website.

Original content is not only seo-friendly, but it allows you to show off your company’s spunk and personality. After all, consumers are more likely to purchase products from a company they like and can relate to.

Here’s an example:

ThinkGeek is a place where everyone can get their nerd and geek on. They sell a variety of products (apparel, collectibles, and electronics) to fuel the imagination and geek core. Their website’s content is 100% unique to their company and target audience.

ThinkGeek - About Us page example

ThinkGeek – About Us page example – Click for larger view.

On the About Us page above, ThinkGeek talks about their culture, their target audience, and they’re mission. This verbiage is all original, telling a story and setting the stage for what consumers can expect from their company and products.

Speaking of About Us pages, they’re definitely worth spending time writing and optimizing. About Us page content for ecommerce websites can pack a beautiful punch, giving you the opportunity to talk about your mission, products, etc. and your visitors and potential customers to learn more about who you are.

Here are some ecommerce About Us pages that we really love:

https://about.nike.com/

https://corporate.r29.com/about

Original content doesn’t only pertain to typically mundane pages on your site, but your products pages too.

3. Well Written and Optimized Ecommerce Product Content is a Must

 Ecommerce Product Content

When a visitor lands on your website, they’re most likely landing on a product page. They’ve searched something on Google or Bing and found your website with the product they’re possibly interested in buying.

They get to your product pages because you’ve written and optimized ecommerce product content.

Here’s another example from ThinkGeek:

ThinkGeek Product Detail Page Example

ThinkGeek Product Detail Page Example – Click for detail

This Bob Ross Christmas sweater uses original ecommerce product content to share details about the sweater. Not only are the sweater details mentioned, but the content also uses Bob Ross phrases and personality to bring visitors into the Bob Ross world.

Your content should include:

  • Specifics about the product: Share size, dimensions, weight, height, materials, etc.
  • Color choices or options: Whether solids or patterns, give customers a way to see the color choices available.
  • Reviews: Show why other people love or hate the product too! This is especially important for apparel.
  • Images: Show off the product! Display pictures of the product from different angles, zoomed-in, on people, etc.

Your product content is what is going to sell the actual product. Take the time to carefully craft and optimize your product pages so they’ll yield maximum results.

4. Ecommerce Duplicate Content is a No-No

Ecommerce Duplicate Content

With any content that you write for the web, you want to make sure that it is completely, 100% original. And the very same goes for ecommerce content.

Ecommerce duplicate content is a big no-no. Not only because it’s the worst way to market your business and products, but because it violates Google’s ranking factors.

When ranking products in the search results, Google wants to show only the very best ecommerce content. The very best here means original. Duplicate content is seen by Google as the same content, so it will only rank 1 of the duplicates.

Essentially, this means that if you use duplicate content there is a very strong chance that searchers and prospective customers will never even see (or hear about your website/company).

How can you avoid ecommerce duplicate content?

Here are a few tips:

  • Use tools like Copyscape and Siteliner to scan your text/website for duplicate content. If you find any, you’ll want to address those pages, paragraphs, etc. as soon as possible.
  • If you buy third-party products and resell on your website, don’t use the descriptions they give you. Rewrite them so they’re from your own company voice.
  • When in doubt about a piece of content, just rewrite it. It might take you a little longer to publish the product but it save you peace of mind and stress.

One important thing to note: Duplicate content DOES NOT include product specifications. This is going to be the same for every retailer selling Amazon Echo Dots, Levi 505 denim, and Old Spice deodorant.

Instead, you’re focusing on the unique product descriptions, reviews, image titles, URL/page structure, bounce rate, and conversion rate of your pages.

5. Leverage User-Generated Content

User-Generated Content for Ecommerce

Influencer marketing is one of the hottest digital marketing trends. And luckily for you, it’s perfectly matched for ecommerce websites and retailers. Influencer marketing is where you leverage someone who is an expert or thought leader on a particular topic and have them promote your product.

This is very similar to when celebrities endorse products, like when Lebron James drinks a Sprite or wears Nike shoes. However, a lot of the time these influencers aren’t celebrities. They’re normal people who are in a certain field and have a lot of followers on their social media channels.

So how does this relate to user-generated content for ecommerce websites?

Influencers routinely post on their social media channels, especially Instagram, using hashtags to get their photo/content in front of a bigger audience. By following certain hashtags, particularly your company name, brands you sell, models, etc. you can see what is being posted and use it on your ecommerce website.

Here’s an example:

Abercrombie is a well-known retailer, though you probably think of them more as a high school / early college target audience. Using user-generated content, however, Abercrombie has been able to show everyday people wearing their clothing.

On this product page for a Boucle sweater, you’ll see various images of the sweater itself. But the last two show real people, Instagram users @shariah_co and @nicolaca_, wearing the sweater.

Not only does it show real people wearing the clothing, but it also shows different fashion styles. This can help you break into a new target audience if you feel like you’re being pigeonholed into one segment.

Another example:

Old Navy also uses user generated content on their product pages in the form of reviews.

When shopping online, knowing what size to order can be challenging. Even if you show sizing guides, there are so many different body styles out there that it’s possible your customers will order the wrong size and end up sending the whole thing back.

So to combat this, On this product page for a Boucle sweater

Now users can read reviews of the product, see how it fits on different body types, and possibly see it on a real person, not just a model.

Leveraging user-generated content will give your product more depth and allow your website visitors better insight into buying the right product. This can also cut down on returns and refunds.

Start Writing Engaging Content for Your Ecommerce Website

Content writing and ecommerce websites go hand-in-hand. Just remember to keep your content engaging, original, and infused with reviews. If you act on these tips, you should see an increase in your overall ecommerce conversion rate – which will lead to more sales and more revenue.


Need Assistance With Content Writing for Your Ecommerce Website?

Not sure where to begin with your ecommerce content? Need help with getting traffic and increase conversions on your Ecommerce website?  Request a free website analysis to help you get started or fill out the form below and one of our content pros can assist you.


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SurgeStream is a full service digital marketing and SEO company that works with small to medium sized businesses in order to help increase their website's online visibility.

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