Copywriting has been a part of the advertising industry long before the internet existed. Even today, it remains one of the most effective ways to promote a product or service.


However, the rules have changed. Advertising today is different compared to the old-fashioned methods back then. Just look at e-commerce , a type of business model that continues to shape the future of marketing. With e-commerce , you have many opportunities in expanding your business through online means.


When it comes to e-commerce, copywriting is just as important as it was during the old days. The only difference with copywriting for e-commerce  is that you have many factors to consider, such as search engine optimisation (SEO), web design, keywords, and many more. 


Keep reading to learn the importance of copywriting, including tips to help you with e-commerce copywriting.

What Is E-commerce Copywriting?


What is e-commerce marketing copywriting


Any written text for your product listings, titles, headlines, or product descriptions is referred to as e-commerce copywriting. The goal of e-commerce copywriting is to create written content for your online store in ways that will attract customers and boost sales. Most importantly, create high-quality content to increase your search engine rankings.


Unlike traditional copywriting, e-commerce  copywriting is not just for grabbing attention and persuading consumers to purchase your products. It can also help  improve your search engine rankings so more people can spot your products on search engines like Google,Bing, or Yahoo!


The rules of copywriting are different because of the many changes made to modern advertising brought by e-commerce  and digital marketing. Here is an e-commerce marketing and copywriting guide to help you excel in this field.

5 Tips For E-Commerce Copywriting


5 Tips For E-Commerce Copywriting


1. Cover All The Essential Web Pages

For most e-commerce websites, the essential web pages are:


  • Landing pages
  • Products pages
  • Category pages
  • “About Us” page
  • Homepage


These are usually the most highly visited pages of a typical e-commerce website, so try copywriting for these web pages first, starting with your landing page.


Landing Pages

Having two or more landing pages is a brilliant idea for your e-commerce website. However, remember to create high-quality content for each landing page to generate leads. 


Your landing page is the very first thing visitors will see once they click on your pay-per-click (PPC) marketing campaigns . In that case, design elegantly written content to provide your visitors with valuable information about your business in just a few words.


ALSO READ: Pay-Per-Click Marketing In Singapore – A Complete Guide To PPC Marketing


Products Pages

As for your product pages, these are the vital parts of your online store that can make or break a customer’s decision to purchase. For that reason, e-commerce copywriting for your product pages is of the utmost importance. Write descriptions with relevant keywords for your products to describe them elegantly and improve their web visibility for search engines.


Category Pages

A category page is a page in your e-commerce website structure before product pages. It is a page for a collection of products to help visitors find what they are looking for in an online shop. For example, if you are looking for an iPhone case, you can find it when you go to a category page “mobile accessories”. 


About Us Page

People will visit your “About Us” page if they want to know more about your business, products, and services. Show them why they can trust you and your products by creating elaborate descriptions regarding your online store and products.



Think of your homepage as a waiting area. Here, you can introduce visitors to your online store with creative visuals and branding. Try to give them a taste of what your products are all about with excellent e-commerce copywriting and content marketing.


LEARN MORE: 5 Elements Every Website Homepage Must Have


These mentioned web pages are just some of the essential parts of your website. In the end, you need to execute an effective copywriting strategy for your entire e-commerce website. Remember to use relevant keywords and other efficient SEO techniques  so you can improve your search engine rankings.



The goal of copywriting is to persuade people to buy your products, but that does not mean you should do so all the time. When it comes to e-commerce copywriting, you can take the content writing approach by providing more information about your products without overselling them.


When creating content for your products, try to stick with a word count of up to 300 words. Go overboard, and your customers may feel exhausted after reading the full product description. 


Easy To Read Product Description


Here are other copy lengths to keep in mind when copywriting for e-commerce websites.


Meta Title

The ideal copy length for a meta title is between 50 to 60 characters. Make sure to include relevant keywords related to your product or service.


Meta Description

A brief description of the web page with 150 to 160 characters, including a call-to-action.


Also, simplicity works best when it comes to e-commerce copywriting. Use creative words and styles to add flavour to your tone and voice, but also go straight to the point as you describe your products.


ALSO READ: Are Meta Descriptions That Important for Your SEO?


3. Utilise Relevant Keywords

SEO is the newest addition to copywriting, and it may also be one of the most important aspects of copywriting to date. Weave in relevant keywords to improve the quality of your e-commerce website’s SEO. Doing so will improve your search engine rankings and allow more users to reach your online store on search engines.


Copywriting for SEO is an essential part of  these days, no doubt. Make sure your content has enough relevant keywords related to your products or services to make your product pages appear on the top of search engine results pages (SERPs).


LEARN MORE: Keyword Research Guide: Identify The Right Keywords To Optimise Your Digital Marketing Campaigns


Here are the tools you can use to find relevant keywords:



Before utilising any relevant keywords, divide them into three categories: primary, secondary and tertiary. These are the level of importance of how often you should use the keywords for copywriting content. 


4. Write Eye-Catching Headlines

According to the book “Ogilvy on Advertising” written by David Ogilvy, more people read the headlines than the body copy. If you capture the attention of your potential customers, your headline should be eye-catching, something they will not think twice about reading.


Here are the things you need to consider when writing an eye-catching headline for your copy.


  • The copy length: should it be shorter or longer?
  • It should be relevant and meaningful
  • Be unique to stand out
  • Be specific 
  • Provide useful information
  • Use emotion to trigger attention 
  • Create urgency (e.g. 30% off until April 2021)


5. Include Call-To-Action

Call-to action, also known as CTA, is essentially part of a copy and content since it nudges the reader to do something. 


A CTA copy may, for example, “Check out our store today!” It could also be a one-time offer that customers can only access through a specific email newsletter.


Below are the options you have when including CTA in the copy and content for your e-commerce website.


  • Discover your best life
  • Join our community
  • Book your next adventure.
  • Play free now
  • Start your free X day trial
  • Read more on our website


It can take years to master the fundamentals of e-commerce copywriting. In the long run, your learning experience will be worth it. Learn how to become a e-commerce copywriting expert through this e-commerce marketing and copywriting guide or with the help of an e-commerce SEO agency in Singapore. Better yet, consider hiring an experienced e-commerce copywriter to create high-quality content for your website!


For more e-commerce  marketing tips and strategies, contact OOm  at 6391-0930 or leave a message on our website.

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