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."
We’ve developed a digital system that allows you to provide us with certain basic information about each of your products. After you’ve submitted that information, our team will provide a harmonious and consistent set of product descriptions and selling points that you can use to populate your DTC site or provide to third-party vendors such as your distributor, retail platforms, or other partners. These will work together to paint an overall picture of your portfolio while meanwhile working as stand-alone reckonings of your SKUs.
This is consumer-focused communication. This copy doesn’t ask your customers to do anything, click elsewhere, download something, or otherwise exert themselves. It provides at-a-glance information that conforms with shopping patterns that people apply for purchasing other products online such as groceries, pet supplies, and beauty products. Can you imagine being asked to click into a PDF to buy cat litter? You wouldn’t do it.
Although we all consider wine more interesting than cat litter, this copy supplies the direct link between your product and purchasing action that people employ online now. Ecommerce copy doesn’t replace tech sheets, romance language, and other information you need to run your business and sell wine — it’s one more arrow in your quiver in a changing digital environment.
One Shine Credit purchases long and short product description, SEO-friendly long copy, plus five selling points per SKU requested.
Email us at info@outshinery.com. We will supply a Google Sheet with fields for you to provide information on each wine. We’ll use that sheet to create the copy for each SKU that meets the standards described above.
