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Writing Effective Copy for an Ecommerce Blog or Website

By Scott Spjut on 10 March 2011 @ 6:00 PM.

Tags: ecommerce, ecommerce tips, content, copy, copywriting, ecommerce copy, writing, writing copy.

Whether you're developing an e-commerce website, a blog, or any other online content, it can be difficult to write effective text. Many of us don't consider ourselves writers, and even those of us who do aren't usually well versed in the world of online copy. But don't worry! Here are some tips to developing copy that will gain readers' attention and hopefully result in increased sales and/or traffic.

With everything you write, you should always keep the customer in mind. Put yourself in their place. Consider what it was that brought them to the site, what they might be searching for, and what kind of content will keep them there. Your text should be sincerely helpful and informative, not just packed with eye-catching words or fancy fonts.
Part of keeping the reader in mind is to be careful of what terms you use. Even if you have a niche website, a new visitor may not be familiar with all the lingo of the industry. If you use abbreviations, spell them out the first time. If you're using a term that may not be well known, explain it. Experts certainly won't think you're talking down to them, and you'll be able to help others learn more.
The text should be esthetically pleasing. It doesn't matter how good your content is, if it's in an off-white font on a white background - or a font that's too small or too hard to read - it won't do any good. Avoid bright neons or other colors that are harsh on the eyes.
If you're going to spend a lot of time on one part of your content, make it the first paragraph. Pretty much everyone will read the first several sentences, so it's your job to stick as much as you can into the beginning of your text. Use the rest of the text to explain and emphasis other points.
When explaining your product or service, elaborate on the benefits and the solutions - not just the features. Explain to the reader how your product or service will fix their problems.
If applicable, spell out what you want your reader to do. Giving step by step directions - sign up, click here, order this, etc. - will help people avoid getting lost on your site and will help keep them involved.
But perhaps the most important key to remember is to test your content, and then test it again. Your website will never be done; you'll continually be changing, adapting, altering, and then testing to see if those changes bring a better result. Try changing the order of sentences, colors, fonts, paragraphs, etc. If the change helps the bottom line, keep it; if it doesn't, change it back and try something else.

Your content will have a huge impact on the success of your business, so take the time to develop it, improve it, and make it effective.

About the Author

Scott Spjut is a writer and editor who has been featured in various magazines, newspapers and websites, including Newsweek, the Washington Post, CBS News and the Las Vegas Review-Journal. Scott currently works with Professional Marketing International helping people change their lives.