GDI Online Marketing offers best-in-class ecommerce copywriting services from the Philippines. We specialize in uniquely written, well-researched content for the category, product and landing pages of your online store.
What is Ecommerce Copywriting?
Ecommerce copywriting is a sub-branch of the broader online copywriting discipline. It focuses on the conception, creation, and editing of commercial content for online stores. More often than not, people refer to the product description and category content writing when they talk about ecommerce copywriting.
Due to the global rise in the popularity of online shopping, the demand for ecommerce copywriting services has increased proportionally. The number of product classes and SKUs across every consumer good vertical only increases over time, creating a large, consistent need for content to support the sales of products over the Internet worldwide.
Consumers rely on ecommerce copy to help guide their purchasing decisions. Unique selling points (USPs), features, tech specs and other details need to be present in every sales page to entice visitors to make a transaction and to ensure that they know exactly what they’re getting. Similarly, landing pages for promos need to help consumers understand the benefits of heeding your call to action in a persuasive, impactful and concise manner to help get your point across.
For that purpose, accuracy, tone, word usage and flow are critical to the creation of good ecommerce copy. However, ecommerce copy can do much more for an online store than just persuade people to buy when it’s done right. You see, search engines like Google tend to reward web pages with greater visibility when the content is unique, informative and properly formatted. Pages with good copy tend to rank higher for the keywords they represent, allowing them to drive greater volumes of visitors to a website and therefore, even more, business for the store.
When looking for an ecommerce copywriting service provider, make sure to look for all these elements in their work before signing up. Writing ability, knowledge in HTML formatting, the application of SEO best practices and spot-on research should all manifest in the work that they produce for your website so you can attain maximum traction both in the SEO and conversion rate fronts.
Why Ecommerce Copywriting Matters in SEO
Unique content is essential to successfully optimizing a website for search engine visibility. While it’s perfectly fine for some aspects of a webpage’s content to be similar to content found in pages from other sites, a webpage must have sufficient intrinsic value of its own to distinguish it from what’s already out there. If search engine algorithms determine that your page’s content doesn’t have enough unique value, it may end up not getting indexed, depriving it of valuable traffic coming from search result pages.
This boils down to the search engines’ desire to make their search results as fulfilling to the intent of their searchers as possible. If a search engine’s listings all show webpages which have very similar content, the search engine risks dissatisfying its users and discouraging them from coming back. Conversely, search results which include listings for very distinct pages tend to garner greater engagement from users, increasing the probability of them returning for more queries.
For ecommerce websites, making every page unique for SEO’s sake can be a daunting challenge. Writing unique copy for a single product page is a cakewalk for a seasoned writer. However, when that number is scaled to the tune of thousands or hundreds of thousands, the ballgame becomes a very different one indeed.
You can probably imagine how much of a resource and manpower toll this can have on any business. Therefore, it’s really no surprise why many ecommerce store owners resort to directly lifting product descriptions from manufacturer websites and catalogs, then slapping them on to their product pages. While this may be good for getting your product pages published quickly, it does nothing to help your SEO goals.
Ultimately, investments in ecommerce copywriting need to be made if your online store is to stand a chance of competing for that all-important search engine traffic. Time and again, it’s been proven that Google and other search engines heavily favor online stores with pages that exert effort in creating unique content for their users. Websites such as Amazon, Lazada, Best Buy and a few others are prime examples. Even more niche-specific stores such as American Muscle, Grooming Lounge, and BeautyMNL have caught on to the importance of unique content to their online stores.
There are three general types of pages in ecommerce websites which require good ecommerce copywriting. These are:
1. Category Pages – Many ecommerce sites make the mistake of simply slapping on product listings on their category pages, all the while expecting them to rank high on search results with simple title tag and meta description optimization. While this may work to a degree if your ecommerce site already has massive domain authority, it’s not going to work as much if your online store is relatively new.
Search engines need to get some strong clues that your category pages are the parts of your site where users can choose from a bunch of products grouped according to some classification. If you neglect to do that, your category pages’ rankings may suffer.
Conversely, adding some text that describes the category allows search engines to get an idea on what the nature of the page is. This gives search engines more confidence to rank your category listing for the keywords that represent it.
A good example would be the 1-paragraph text blurb that this cosmetics website added to its moisturizer category page. It’s short enough not to get in the way of the webpage’s design but it’s prominent enough to influence a search engine’s understanding of what the page is about.
Asian ecommerce giant Lazada does it similarly, except that the text is a little lengthier. It’s also positioned below the product selection list to take it completely out of the way of the user experience. The retailer does this across hundreds of categories, giving those pages an added boost when competing for their respective target keywords.
2. Product Descriptions – Even more challenging to create unique content for are product pages in ecommerce websites. Most companies don’t have the time, resources and creativity to put together a process to generate unique and insightful content that users will love and search engines will reward. The following are the biggest factors that often hold back website owners from successfully making the copy on their product pages unique:
- Sheer Numbers – A typical ecommerce website is bound to have around 10 products in every category page. In a “small” online store that has a hundred categories, it’s easy to see how you could end up having to write a thousand product copy pieces. If you’re in a niche that changes product models every year, this could easily translate into having to write those 1,000 copy pieces annually. In our experience, medium-sized ecommerce businesses typically require no less than 3,500 product descriptions written per month.
Most ecommerce companies of this size will not have the marketing team size to support such requirements. Therefore, finding a reliable agency that you can outsource the work to becomes the immediate and most sensible solution.
- Obscure Details – Even when ecommerce companies decide to make the effort to generate unique content in their product pages, the research process can sometimes be tough. Obscure products come with sparse details and information about them can be elusive in manufacturer websites as well as in their printed catalogs. Due to the fact that product description copywriters often don’t get to physically see or touch the products that they write about, this can result in rather generic content in some product pages.
- Lack of Creativity – Less experienced and talented ecommerce copywriters will tend to just rephrase existing product descriptions found in manufacturer and competitor websites. While this technically makes the content “unique,” it’s a lower level of uniqueness that’s very superficial and not very meaningful to human readers.
Superior ecommerce copywriters only spin sections of a product page that have to stay consistent with general facts about a product such as its dimensions, color, features, ingredients and other details. However, they also introduce new sections that readers will find useful such as the product’s main selling point, what its best use cases are, what other products are usually bought with it, etc. Here’s an example:
As you can see, this online beauty product retailer added the “Claim to Fame” and “Fun Facts” section where the writer can quickly type in some useful information about the product which will delight the reader. These sections are written on top of the general facts about the product such as its ingredients, benefits, volume, size, etc.
Notice that in the top part of the product page, there’s already unique delivery time information that only this electronics retailer has in its target country. In the image below, the selling points were spun from content already existing in the manufacturer site. However, this ecommerce site’s bullets are more descriptive and richer in facts than the original:
The site also has FAQs about the product which aren’t available on any other website. These FAQs were researched by listening in on social media and forum conversations about the specific product. Just adding these unique content sections took this page from rank 38 to rank 8 for its main target keyword.
- Color and Size Variations – Many ecommerce websites have multiple product SKUs which are distinguished only by minor attributes such as sizes, colors, surface finishes and more. This can make the process of creating unique content for product pages more challenging as the only distinctions are often superficial and insufficient to derive meaningful writing angles from.
Examples would be the same shirt which comes in five different sizes, the same phone which comes in several different colors, or the same moisturizer offered in a few different tube sizes. The best solution for these cases is to just implement color and size selector technology and have just one product page for SKU. In the absence of that technology, having multiple pages with almost the same copy is fine as long as canonical tags are implemented to tell search engines to rank just one of all the pages that are nearly duplicating each other.
- End of Life – At some point, an ecommerce site may want to stop selling a specific product or the manufacturer might discontinue its production. Whatever the case, the content of the affected products’ pages will need to be updated.
Content managers will need to keep tabs on all the products that will change their status from being available to being discontinued. This doesn’t necessarily mean deleting the page. In some cases, the products are simply marked as discontinued but their pages remain live.
- Review Motives – Allowing users to post reviews on your product pages is a good way to build up unique content without having to write it yourself. However, strict moderation needs to be enforced in order to verify that the reviewers are really your customers and that the information they post has honest motives.
In an age where fake reviews are cluttering up the Internet in order to skew public opinion on products and services, having a very open product review policy is a recipe for disaster. Make sure that the reviews have no ulterior motives and that the quality of the text is at last decent so you can maintain the page’s integrity.
Why Philippine Ecommerce Copywriters are the
You may not realize it, but many major ecommerce players in the US and other large markets solve their ecommerce copywriting problems by outsourcing the work to service providers in the Philippines. The Southeast Asian country has become an outsourcing hotspot in the last 15 years thanks to its English-speaking population, well-developed service sector, a large and young population, and ever-improving infrastructure that promote business growth.
Here are just a few reasons why ecommerce copywriters in the Philippines are the top choice among local and international clients:
- Superior Written English – English is one of the two national languages of the Philippines. As such, it’s taught in schools to every student from elementary to college. This means that much of the country’s workforce is literate in the language and many of them can write at a level that’s similar to how professional writers in the Western world can do it. In fact, most readers can’t distinguish written work done in the US from work outsourced in the Philippines.
- Lower Costs – The biggest difference between hiring local employees or agencies in the US to write copy and sourcing the work from the Philippines is the cost. Philippine agencies charge at least 50% cheaper rates than their US counterparts, allowing you to save significant sums that can be used in other aspects of your business.
Of course, you can’t go crazy about being a cheapskate and try to get the lowest possible rates for your ecommerce requirements. You still need to look at the quality of the agency’s work and see if it’s within the levels that you want for your website. If the balance between savings and preservation of quality is there, by all means go for it.
Pro tip: hire a content writing agency over freelancers when looking for writers in the Philippines. Agencies may be a little pricier but they tend to be more reliable. A freelancer can get sick, go on a vacation, have a solo parent moment, or experience internet service interruptions and production will grind to a halt. Agencies, on the other hand, are usually staffed with dozens of writers who can sub for colleagues who are down or out. Content agencies also tend to be located in business districts that have better infrastructure and are more resilient to natural calamities that often hamper freelancers during the rainy season.
- Ability to Take Bulk Work – If you’re running a medium or large ecommerce business, you’ve probably calculated that it’ll take an entire team of copywriters to make your product and category page copy fully unique. However, hiring a dozen or so people can be particularly expensive as you have to pay not just for their salaries, but for perks and overhead costs too. If you want to avoid that, you can hire an external contractor but getting several individuals to work for you cohesively when they’re not sitting in the same space every day can be a managerial nightmare.
Outsourcing your ecommerce copywriting requirements to the Philippines allows you to have your cake and eat it too. Not only do you save money with significantly lower rates, you can get work done in bulk by a single agency where you only talk to one person if you want things to get done. Many agencies in the Philippines have dozens of writers who can start completing tasks within a day’s notice. What’s more, the country produces tens of thousands of college graduates every year, allowing companies to scale their businesses up and down as needed to support your own growth.
- Service-Oriented Culture – The Philippines’ biggest edge as an outsourcing hub is the service-oriented culture of its workforce. Filipinos are some of the hardest-working people in the world and it shows in their work as you can expect to see them go the extra mile just to get things done.
What’s more, Filipinos are generally grateful for receiving outsourced work from western nations. It shows in the positivity of their attitude towards their clients and their desire to please the people they work for in everything that they do.
If you’re looking to gain a significant edge over your ecommerce business’ competitors, optimizing your website with unique, valuable content is the fastest and safest way to do it. A lot of the investments required for this major effort can be minimized by outsourcing your ecommerce copywriting requirements to the Philippines. Send us a message today and we can start the discussion on how GDI can help your business.