Mistakes within your eCommerce copywriting that can hurt your online business extend far beyond spelling and grammar. Once you've learned how to write effective copy that sells, keep these common mistakes in mind and avoid them at all costs - or risk hurting your SEO and inbound marketing power.
#1 - Copy - Is it there at all?
Are you relying on your images to sell your product? Pictures are very important to have, but search engines can't see them. Add copy to your pages!
This doesn't mean copy and pasting the manufacturer's information. Chances are there are hundreds or sites out there using the exact same copy. This takes away the uniqueness of your page and drops you further down the SEO ladder.
#2 - Flowery, technical or exaggerated eCommerce copy
Flowery language - When we tell you to make your product page unique, we don't mean you need to be the William Shakespeare of selling blenders online. Have a short selling editorial section, followed by features and specifications (Need help with this? Follow our copy guide!).
Too technical - While technical information is very important (and can help with search) make sure that isn't the only copy you have. You want to be able to sell this product to someone who might not be savvy with all the jargon. Keep your copy friendly for all potential buyers.
Exaggerated descriptions - If your blender truly can turn a brick into a fine powder, then by all means use that as a selling point. But if you have made this up to make your item seem more unique, you have exaggerated your description and this makes you untrustworthy to your customer.
#3 - Inconsistent Tone
A common mistake with a simple fix: develop and utilize a company style guide. For the reasons why this is important, check out our post on creating one for your site.
#4 - Keywords are stuffed or have poor placement
While you might think using your important keywords all over the place on your product page seems like a good idea, the more it's used the more likely it is to be recognized, right? Wrong. Keyword stuffing looks like spam to search engines and can be off-putting to your customer.
Make sure you put your keywords in all the right places: titles and headers. Don't forget the specifics like brand name and model numbers or names, too. This will increase your likelihood of being found by your customer.
#5 - Unconventional wording in important places
While unique content is important, on specific places like buttons or page names keep the wording conventional. "Add to Bag" or "Add to Cart" are much less confusing for your shopper than something cutesy like "Gotta Have It" or "I Wanna Take That Home" (yes, these are examples we've seen before, they clearly did not have the awesome help of Thinkhandy).
By making a simple fix, these common mistakes can be diminished and your marketing power will have the ability to grow!
If you are making these common mistakes and need help getting out of this rut, talk to the experts at Thinkhandy and watch your SEO and inbound marketing flourish.