For shoppers, it's about finding one, two, or three reasons why your wine fits into their life right now. Though background information must be accessible when people need it, the words that drive a purchase must fit into their decision-making process immediately, without asking them to scroll or click away.
Ecommerce copy prioritizes brand awareness, consistency, and customer relevance. It's about the wine buyer, not the winery or vineyard, and a few words can make a big impact on purchase decision.
When it comes to content and marketing, we often think of copy as long-form blog posts, social shares, and newsletters. While those are essential tools for any winery, some of the most impactful copy for ecommerce sales is small in size but mighty in effect.
Satisfy the requirements of top sales platforms to get your products in front of more customers.
“Our web copy was disjointed and poorly optimized. The Outshinery team whipped it into shape with punchy, consumer-first language that still conveys luxury and quality positioning. Great business partners across the board, we love working with the team.
Provide essential information to facilitate all-day sales. Use a clear call to action in your copy to ensure a seamless purchasing experience, and avoid requesting additional information via email. Provide the necessary details and allow customers to purchase effortlessly.
While certain sections of your website, such as your blog, may allow for more elaborate descriptions of certain wines, each product should receive equal attention in terms of essential information. Maintain a uniform structure to avoid creating dissonance among shoppers. Avoid giving excessive attention to some wines while neglecting others.
Search engine optimization helps people find relevant sources when they look for information online. It's important for customers to discover products that meet their needs. For instance, if someone searches for "wines to pair with beef," including red meat as a pairing suggestion in your copy can help them find your page.
Keep your ecommerce copy simple and precise. It should focus on providing the information that shoppers need to make a purchase decision. Save the detailed history, team bios, and vineyard facts for other parts of your website. This will not only make it easier for shoppers to find what they need, but it will also make it simpler for your retail partners to promote your product.
Provide relevant descriptors in the required format and increase the chances of your products being featured and purchased on these platforms.
Taking this a step further, it’s not just about what you say, but how you say it, and how the message fits in a complex, ever-changing, basically unseen pattern driven by algorithms and platform functionality.
Jill is Outshinery's accomplished content editor and writer-in-residence. With a wealth of experience as a professional writer, internationally-published journalist, and communications specialist for the wine industry, Jill is an expert in ecommerce copy, winery romance writing, label language, and communication strategy. As the leader of our communications team, she brings her exceptional skills to every project she works on.
Optimize your ecommerce listings by providing relevant information in the required fields. Focus on the key selling points that matter most to consumers, such as food pairings, brief profile descriptions, and accolades.
Some of today’s most influential retailers are suggesting fines for non-compliance with parameters. Wine brands are accustomed to a regulated sales environment, but this new landscape puts modern pressure to also provide exact information to third-party sellers.
Everyone is talking about copy written by AI. While it’s certainly something you shouldn't ignore, it’s also not a tool that can do the job of qualified communicators. Sure, we use ChatGPT like everyone else, so we know the limits and understand the benefits and pitfalls of these tools to the alcoholic beverage industry.
AI is great for pushing out information that’s already known (like answers to the math portion of the SAT) but it’s much less effective when it comes to comprehension and language. When you’ve only got a few seconds to attract a new customer, don’t put the wrong few words in front of them and neglect the customer journey entirely.
"Jill and the Outshinery team step-changed our e-commerce presence with compelling, consumer-first, succinct copy. And they did it across hundreds of products in record speed."
Effective ecommerce product copywriting is essential as it serves two key purposes: describing your product and persuading customers to make a purchase. A meticulously crafted product description paints a vivid picture of the item, showcasing its features and benefits while demonstrating why it is a must-have. This is your chance to directly engage with customers, addressing their needs and desires, and highlighting the unique value your product brings.
Moreover, compelling product copy also enhances your website's SEO ranking, ensuring that your products are easily discoverable by customers online. At Outshinery, we recognize the power of words and are dedicated to providing persuasive, concise, and SEO-friendly product descriptions that captivate attention and drive sales.
Outshinery's ecommerce copy differs significantly from a standard tech sheet. While a tech sheet primarily provides detailed technical information about the wine's production, grape varietals, and tasting notes, our ecommerce copy is meticulously crafted to be consumer-focused and engaging.
We not only focus on the wine's attributes but also on the experiences it can offer to the consumer. Our copy aims to create a vibrant picture that entices customers to virtually taste and experience the wine. We use clear, relatable language, avoiding industry jargon, to effectively communicate this to a wide range of consumers.
Furthermore, our ecommerce copy incorporates SEO-friendly keywords and phrases to enhance your site's visibility, driving more traffic and ultimately increasing sales.
At Outshinery, our ecommerce copywriting process is meticulously crafted to be comprehensive, efficient, and collaborative. Once you've submitted your request, our team initiates a discovery phase where we delve into your product, brand identity, and target audience. We strive to grasp the unique essence of your wine, the experiences it offers, and the value it brings to your customers.
Next, our talented copywriters skillfully weave the gathered insights into the copy, seamlessly integrating SEO-friendly keywords and phrases. Throughout the process, we value your feedback, allowing for iterations to ensure the copy aligns perfectly with your vision and expectations.
Finally, we optimize the final copy for search engines, enhancing its visibility and ultimately driving increased sales and online presence for your brand. With Outshinery, you gain a trusted partner dedicated to amplifying your product's story through compelling, persuasive, and SEO-optimized ecommerce copy.
Outshinery offers ecommerce copywriting services at a rate of 1 Shine Credit per product (SKU). This means that each product description we write for you will only cost you a single Shine Credit.
We are committed to providing exceptional value for your investment by delivering persuasive copy that not only benefits your SEO and overall brand presence but also captivates your audience with its eloquence and clarity.
Outshinery's ecommerce copywriting service offers:
With Outshinery's ecommerce copywriting service, you receive comprehensive, engaging, and SEO-optimized content. Our goal is to effectively position your product and drive sales.
After the initial discovery phase, where we delve into your product, brand identity, and target audience, the creation of ecommerce copy generally requires 3 to 5 business days. Nevertheless, the precise timeline may vary depending on the number of SKUs for which we are crafting the copy.
At Outshinery, our team is committed to delivering top-notch, persuasive, and SEO-friendly product descriptions within a reasonable timeframe. We will keep you informed throughout the process to ensure transparency and satisfaction.
To we create engaging and effective ecommerce copy, we require some vital information from you. This includes:
Remember, the more information you provide, the better we can tailor our ecommerce copy to meet your needs and goals. Our ultimate goal is to create compelling product descriptions that resonate with consumers and drive your ecommerce success.