Copywriting Essentials Most New E-Commerce Brands Forget

How do you write a compelling CTA? What’s the difference between a product description that converts and one that doesn’t? Learn how to give your copywriting game a boost and drive conversions for your ecommerce business with this guide to the essentials from RS Creativ.
Written by
Ryan Stogran
Published on
17 January 2022


  • Effective copywriting is crucial for engaging potential customers and shaping brand perception, ultimately leading them from browsing to making a purchase.
  • Successful eComm brands craft immersive product descriptions highlighting benefits and emotions, incorporate persuasive CTAs, send personalized emails with attention-grabbing subject lines, and optimize their online content for both human readers and search engines.
  • To make your eCommerce store stand out, focus on honing your copywriting skills and consider seeking expert assistance from RS Creativ for comprehensive growth strategies that include optimized content.

Pretty much every business owner with an online presence knows that copywriting is important, but not everyone is always clear on why. What’s more, a lot of ecomm retailers aren’t sure how to use copywriting effectively—i.e., how to write copy that draws visitors into the sales funnel and ultimately drives conversions.

Copywriting isn’t just window dressing for your online store; it’s the key to giving potential customers the information that turns them into actual customers. In this article, our team at RS Creativ shows you a few of the copywriting tips and tricks we use to help Shopify stores grow consistently.

eComm business owner writing copy for store

How Copywriting Can Grow Your eComm Business

Enhancing Customer Engagement & Empowering Decision-Making

Effective copywriting has the power to grab the attention of visitors and take them on a journey that leads to a purchase. You need a well-crafted message that speaks directly to your target audience and resonates with their needs, desires, and pain points. This is the “hook” that grabs the attention of potential customers and helps them make informed decisions.

Building Brand Identity & Credibility

Your words shape the perception of your brand. By consistently delivering clear, concise, and compelling content, you can firmly establish your brand's identity in the minds of consumers. This builds trust over time by positioning your e-commerce store as a credible and reliable source of products and information.

The Most Commonly Overlooked Copywriting Elements

eCommerce brand owner writing new product descriptions for Shopify store

Product Descriptions that Sell

Gone are the days when a simple list of features sufficed. Modern consumers seek immersive buying experiences. Crafting a vivid, persuasive product description can paint a picture in the customer’s mind, making them visualize owning and benefiting from your product.

Here’s how to write product descriptions that actually convert:

  • Highlighting benefits, not just features. Features tell; benefits sell. Instead of merely listing specifications, paint a picture of how your product will enhance the customer’s life.
  • Incorporating storytelling and emotion. Humans are hardwired for stories. Weave a narrative around your products, touching on emotions and experiences, to make your offerings unforgettable.
  • Educating the customer based on their pain points. Know the problems your products solve. Address these pain points head-on in your descriptions, educating potential buyers on why your solution is the best.

See Also: Getting the Most from Your Product & Collection Pages

Compelling Calls-to-Action (CTAs)

Your CTA is the gateway between browsing and buying. A generic “Buy Now” button doesn’t always cut it. Infuse your CTAs with creativity and urgency to encourage that all-important click.

Want to turn your CTAs into CT-yays? Try following these steps:

  • Using persuasive language. Words like "Discover," "Unlock," or "Experience" can elevate a mundane CTA into an invitation for a journey.
  • Creating a sense of urgency. Phrases like "Limited Time Offer" or "Only a Few Left" can spur immediate action, driving quicker conversions.
  • Testing different CTAs for effectiveness. Not all CTAs resonate equally with all audiences. Regularly test variations to find the magic combination for your customers.
Laptop with letter and notification graphics overlaid to represent email marketing

Effective Email Marketing Copy

Despite the rise of social media, email remains a potent tool for nurturing customer relationships and driving conversions. But it's not just about blasting promotions; it's about crafting a message that resonates.

Write emails that never fail by using these elements to give them a little more pizazz:

  • Subject lines that grab attention. Your subject line decides if your email gets opened. Craft it to spark curiosity, promise value, or evoke emotion.
  • Personalization and segmentation. Tailor your messages to segments of your audience based on behavior, interests, or purchasing history for increased relevance.
  • Clear and concise messaging. In the fast-paced world of email, less is often more. Deliver your message succinctly, leading the reader naturally towards the desired action.

Meta Descriptions & SEO Elements

Behind every top-ranking page is a blend of art and science. Your meta descriptions serve as the first impression of your content in search results, and properly-optimized copy makes your content more consumptive and parsable—both by human readers and search engine algorithms, which will reward it with higher rankings as a result.

Help your content rank and bank by doing the following:

  • Writing meta descriptions that encourage clicks. Compelling descriptions play a key role in increasing click-through rates. Make them enticing, informative, and relevant.
  • Incorporating keywords naturally. Keyword stuffing is a relic of the past. Seamlessly blend your target keywords into your content to ensure readability and relevance.
  • Creating informative and engaging content. Google rewards content that serves its users. Create value-driven pieces that inform, entertain, or inspire, and watch your rankings soar.

See Also: Is SEO Still a Viable Marketing Tactic for eCommerce Businesses in 2023?

Give Your eComm Store Copy that Pops

eCommerce is already a competitive playing field, and that’s only going to continue as more businesses embrace selling online. But standing out demands more than just quality products, and effective copywriting is essential for letting people know what kind of value you offer them.

Use the tips above to start improving your copywriting fundamentals today—and for help with the more advanced elements of growing an e-commerce business, reach out to RS Creativ. We have years of experience helping Shopify stores achieve lasting growth, and we’ll be happy to go over every element of your store’s content and design to ensure that you’re able to offer the best possible experience to your customers.


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