Choosing an Ecommerce Copywriter
In this article:
- An experienced ecommerce copywriter helps your store reach customers in a way that is engaging and authentic
- The main things to look for when choosing an ecommerce writer include writing skill, experience and tone
- Writing skills include the ability to produce original, human-produced, unique and well-written online content
- Experience includes understanding of engagement, the buyer journey, store hierarchy and ecommerce SEO
- Tone includes the ability to write on-brand content that suits your niche, stands out and engages your audience
In the highly competitive online retail space, finding the right ecommerce copywriter is essential. Product descriptions, category pages and content pages need to stand out from the moment potential customers arrive on your store. When you add descriptions as an afterthought or, worse still, copy manufacturer descriptions, you will end up doing far more harm than good.
You may assume that writing content for your online store is something that anyone can do, or you may think that you can use manufacturer descriptions to save time, money, and effort. You may think that you can leave this task to ChatGPT. In reality, ecommerce content is a highly specialised field. It focuses not only on purely adding words to product listings but also on optimising listings so that they can a) be found more easily on search engines and b) have a better chance of converting customers.
How do you go about finding an ecommerce copywriter who can help take your product descriptions to the next level? Why is it important to get help in the first place?
Essentially, ecommerce writers are copywriters who have experience and skill in writing descriptions and category pages for online stores. Using a combination of SEO copywriting, creative writing, cross-selling, and other strategies, these writers craft product descriptions that make it easier for your pages to be found in searches. It also helps to target potential customers in a way that increases sales.
An experienced ecommerce copywriter brings huge value, whether you have a small, medium or larger store. In this guide, I’ll be sharing some tips on how to choose a writer who can make your listings pop.
How to Choose an Ecommerce Copywriter
Just as you put a lot of thought into choosing any other type of specialist to design and grow your online store, you need to think carefully when choosing an ecommerce copywriter. The right copywriter will be able to optimise your listings in a way that appeals to both humans and search engines. There are a few things that you will need to consider when finding the right fit for your store.
Some of the most important things to keep in mind when choosing an ecommerce content writer include the following:
Writing skills.
Above all else, writers need to be good at writing. This might sound obvious. A good writer will be able to craft descriptions that tell a story, focusing on key product features and benefits in a way that makes customers want to buy. A good writer will also be able to understand your audience and write engaging content that is targeted specifically to this audience. Without a good writer, you run the risk of…
Boring content
This is never going to make customers want to buy anything. If the content is boring from the moment potential buyers arrive on your home page, they won’t bother clicking through to your category pages. If they make it onto your category pages, only to find boring content that is less than inspiring, they won’t want to look at your sub-categories. If they make it onto product pages and don’t feel inspired, there’s no chance you’ll have anything added to a wishlist or cart. Would you want to buy something if the content doesn’t sound interesting? I know I wouldn’t.
AI-produced content
Yes, I know it’s quick and easy (and cheap). There’s a time and place for these tools. Tailored content written for your specific store is not the place. AI-produced content seldom manages to bring across the right tone. ChatGPT and other tools usually tend to produce generic content. Tone for a large multi-department store with a wide audience will not be the same as tone for an upscale boutique or a small local goods store. If you’re aiming to stand out in your niche, the last thing you want is to sound the same as your competitor.
Manufacturer content
It may be faster and easier to just copy over info that’s used on manufacturer packing or websites. Technically, they include the basics. These descriptions are usually poorly written, though, and count as duplicate content, too. This is because many stores use the same descriptions. Larger stores often do this because it saves time. Rather than simply adding these generic descriptions, it may be better to invest in a writer who can work with your product manager and in–house SEO team, prioritising content and working in batches to create unique descriptions.
Poorly written content
Above all else, content needs to be written well. The last thing you want is customers arriving on your site, only to leave right away. Typos, grammar issues, poor English, clunky language and other issues can all be off-putting. It can be just as bad as boring content – especially if the writer isn’t able to follow your style guide properly. This is another reason to choose a writer carefully, on skill rather than rates alone.
Experience.
Although the ability to write well (and in your brand voice) is a must, experience plays just as much of a role. Experience means that ecommerce writers know how best to optimise and target content effectively.
If writers do not understand navigation, it will be harder for them to create pages based on category and sub-category hierarchy.
If they don’t understand the buyer’s journey, they won’t know how to write for each stage. This makes it harder to ensure that content is written for buyer intent.
If they don’t understand ecommerce SEO, they will struggle to optimise effectively. General experience in online content is also vital to make sure that the content reads well. Experience means that writers can:
Write engaging content
Remember what I said about writing skills earlier? Experience makes a big difference when writing ecommerce content. Although being a good writer in general is one of the most important things, a good writer who understands the ecommerce space is even better. This type of content needs to be engaging. Product descriptions need to sell without being off-putting. Writers need to craft content that makes people want to buy what you’re selling. Check out potential writers’ portfolios to get an idea of their experience.
Think like a customer
Understanding how potential buyers think is key. Simply churning out content isn’t enough when writing for ecommerce. Even the best writer may not know how to reach customers without thinking like a customer. An understanding of each stage of the buyer’s journey and how it applies to category, sub-category and product pages ensures that you reach buyers at each stage, from Awareness to Consideration and Decision.
Understand store navigation
An experienced ecommerce writer will be able to craft content in line with store navigation and website structure. Understanding the differences between top-tier, secondary, tertiary and lower-level sub-categories allows for a better user experience. Content for main category pages will be different to content for sub-categories – especially when it comes to linking, brand mentions and structure.
Balance SEO and user experience
A big mistake made by stores is assuming that more keywords and links = better chance of ranking. A good writer knows how to find the balance. They should be able to write for SEO, weaving in keywords naturally, showing search intent, bringing in semantic keywords, understanding natural language processing (NLP), and knowing the difference between transactional, commercial, navigational and informational. But… they should also understand that user experience comes first. Your pages could be filled with keywords, but they won’t rank or be easy to read if they’re not written for humans. An experienced writer will hit that sweet spot, whether it’s short product descriptions or longer category pages.
Tone.
A writer who is able to adapt their tone to suit your audience is key. This will make it easier to create highly targeted content that speaks to audience pain points, demographics, and interests. For example, the tone for an online store selling children’s clothing would be very different from the tone for a high-end accessories boutique or an electronics store. Tone goes hand in hand with brand voice. A writer who understands tone can ensure that:
Your tone suits your niche
As I mentioned above, tone for one niche is very different to tone in another niche. If you’re writing for customers shopping for groceries, your tone may be simple, neutral and geared towards a diverse audience. If you have a children’s clothing store, your audience will be mothers. A more casual, playful tone could work well if your products include bright colours and fun prints. A high-end luxury store would use a more descriptive tone, with language that is more formal without being stilted.
Your tone is unique
Your tone always needs to be unique, even if your products are sold in many different stores. Rather than sounding the same as those stores, you want to have your own style. Much as your site has unique branding, your content should have a unique tone, too. A good writer can use your brand style guide to ensure that your tone is unique or use the content on your site as a guide.
Your tone is engaging
Is your tone engaging customers or putting them off? While it’s important that your tone is unique and suited to your audience, it shouldn’t miss the mark. A casual tone doesn’t have to mean using way too much slang. A more formal tone doesn’t mean extremely dry and stilted. Neutral tones don’t have to have no personality. A good writer will hit the sweet spot.
Where to Find an Ecommerce Writer
Wondering where to find an ecommerce writer who ticks all of these boxes? You have a few options to find the right content writer. One of the best ways is to look for a remote writer who can work with your in-house team. Most freelance writers work on an ad hoc or contract basis. Many will also work on a retainer basis if you have a set number of pages to add. If you’re going to do regular blogs as part of your content strategy (highly recommended!), a retainer option will be ideal.
You could have a look on LinkedIn to find writers open to work. You could put a job ad there if you’re looking to hire. You could do a Google search to find writers. While you could also look on Upwork or similar gig sites, it’s important to note that quality may not be consistent. It’s also worth noting that many freelance writers will not be able to work full-time or on-site. Some may be happy to do so on a project basis, however.
The best route is to look around, make a short list, then get in touch with writers who meet the above criteria. You want writers who are good at what they do, have the experience to back up their skills and, of course, the ability to write according to your brand voice.
As an SEO copywriter who’s been writing since 2006, ecommerce content is one of my primary services. I’ve written for a variety of stores, from small boutiques to large chains. Contact me today if you’d like to know more about working with an experienced ecommerce copywriter.
