How to write texts for online shops

Every successful sale begins with a text. In most cases, copywriters write texts for online shops to help promote products. Each shop may have as many as 10 or 1000 pages. Each page requires a unique text with keywords.

What kinds of texts are required for online shops?

1. basic. These include texts for the home page, pages with shipping and payment, job vacancies.
2. texts for categories. This is a page with the main sections of products (eg, “mobile phones” or “beauty products”). Categories can be divided into subsections.
3. product cards. These are texts for specific products with a description of their characteristics.

Home texts

They help the reader understand what he can find in the shop, form his opinion and motivate him to buy. Try to write a text that is not only SEO-optimised but also useful for the user. Another option is to have no text at all on the home page. Instead, many shops place captions on banners and pictures.

Categories

This is the largest category of text, which helps to understand what the online shop offers, how one product differs from another, what brands are represented on the page. Here it is important not to cheat and not to write platitudes, carefully study the products before writing texts.

Page about the company

Here you need to tell why the company is the best, to demonstrate the milestones of its development and achievements. Great texts come in the form of storytelling: a story on behalf of the founder of the online shop about the formation and development of the company.

Payment and delivery page

Your customers want to know how quickly they can receive their goods and how they can pay for them. You can place this information in the form of diagrams and tables, in graphical form, in this case the text will not be indexed. You can also hide the text from search engines by using a tag. The absence of indexation allows you to place texts with standard payment and delivery terms, which usually have a low uniqueness.

Creating product cards

A card includes the following elements:

• Title in the form of a selling title.
• Description – actual information with the purpose of the product, the features of its application.
• Characteristics (if the client does not provide them, you can see the characteristics on the manufacturer’s website).
• Triggers (selling elements, such as mentioning a discount or free shipping).

Note that each description should be unique, even if you write about almost identical products. Otherwise the pages will not be indexed.

When filling out a product card, you need to ask yourself the question: “Why is this product better than the others? When doing so, consider the consumer’s benefits and pains. Use as few adjectives as possible and as many facts as possible.