online copywriting best practices

Copywriting Tips for E-commerce Content That Converts

online copywriting tips

Selling products or services online is impossible without effective content. Sales are not made by flashy website designs or graphics, sales are the result of persuasive content. Putting too much time and effort into designing a good-looking website while neglecting to convince the reader to buy is a common mistake.

Next time you plan to write copy for your website, make sure you’ve answered the following five questions:

1. Have you tapped into emotion?

Emotion is the secret to writing copy that converts. People buy products because of how they believe it will make them feel, not because of the products features. Copy that converts needs to stress this point above all else. For example, people who buy weight loss supplements do so because they want to look good, not because a supplement has a certain ingredient. While you need to mention your product’s features, you should do so in a way that backs up your claims, not as the focus of your content. Your content should stress the products results not the product’s features.

Tip: One way to engage your readers is by writing a personal story explaining how the product you’re selling helped you overcome the same problem your readers are facing.

For more information on addressing product benefits rather than features, read my previous blog post: addressing customer needs in online marketing.

2. Is your title attention grabbing?

An attention-grabbing title is vital if you want people to keep reading your content. A headline alone can’t make sales but if people don’t read further, you will never make a sale. Your title should promise readers an irresistible benefit that will make them want to learn more. You can offer to share insider knowledge or provide an easy solution to a problem. Titles that are misleading will undermine your credibility so your content must actually share knowledge or offer a solution to a common problem.

3. Is your content credible?

Content that convents is a credible source of information. Your content’s credibility is ultimately what convinces your website visitors to take action because credibility gives people confidence. The last thing you want to do is write content that comes across as though you are unfamiliar with the product or the industry in general. Web surfers like to read content written by an expert who has personal experience dealing with the same problem or unfulfilled need.

4. Is your content targeted?

Target content to a specific audience for more conversions. Content that tries to appeal to a broad range of people becomes diluted and ends up appealing to no one. If you’re selling weight loss supplements, each article should appeal to only one specific audience. Write separate articles or pages for men, older women, teens, etc., giving each an attention-grabbing title. This will bring targeted traffic to your website and targeted traffic tends to convert better.

5. Do you have a call to action?

Once you grab your reader with your catchy title and they continue reading, have a clear call-to-action in the middle and at the end of your content. Make it as easy as possible for your reader to buy your product or click on your affiliate link by including a catchy phrase telling them exactly what you want them to do.

In a nutshell…

Persuasive website content is professionally written copy that extols the benefit of a product or service while engaging the reader. Hire a professional writer if you can’t write grammatically correct, interesting articles yourself.

Content needs to engage readers on a personal level, making them feel this product will solve their problems. You must understand your visitor’s needs and convince them that you have found the solution to their problem.

By combining useful content that appeals to your readers emotions and an irresistible call-to-action, you will see many more of your visitors converting into customers.

Over to you…

Do you have tips/experience in copywriting? Share below…

About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

#1 is the most important thing here. People buy from people. If you're engaging and it's clear you mean what you say about the product on your site, then you're infinitely more likely to make the sale.


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