It’s almost impossible to overstate the importance of copy when it comes to connecting with visitors to your online store.
Sure, great imagery and super slick UX are must-haves, but in the era of the ‘personal brand’, shopping is about more than this; it’s about consumers buying into your brand because they are (or want to be) part of a tribe.
Strong copy is perhaps the most effective tool in building a brand that people really want to be associated with. Here are eight examples of online retailers using excellent copy to build their brand.
1) Loaf
Online furniture retailer Loaf is all about the ‘nice touches’ on its website. We love how it really makes you feel at home.
Copy highlights:
Banner ad for new range of furniture
An ad for the brochure on the homepage
2) Kate Spade Saturday
The Kate Spade spin-off has a far more playful tone of voice than its rather more sensible big sister. We love how this is reflected in all of its marketing, from newsletter signup pop-ups to emails to tweets to general website copy.
Copy highlights:
About us page
'Customise your own bag' page
3) AO.com
This one’s for anyone currently thinking, ‘But I sell boring stuff! How on earth do I write scintillating copy about that?’. Enter AO, who succeed at making even dishwashers sound exciting.
Copy highlights:
‘What makes us different’ section
4) AYR
Bonobos’ new store for the ladies, the AYR website is brimming with fantastically witty copy.
Copy highlights:
5) INSTRMNT
Sometimes you don’t have to say much to say a lot. New kids on the watch-making block, INSTRMNT mirror their minimalist timepiece design with simple, functional copy.
Copy highlights:
Homepage
Product description
6) Uncommon Goods
When your store stocks hundreds - or even thousands - of products, it can be tempting to slap the good old manufacturer description on your product pages instead of getting creative. Gift website Uncommon Goods bucks the trend, with quirky, on-brand product descriptions throughout.
Copy highlight:
Product page description
7) Nasty Gal
Okay, we have to admit to having a bit of a brand-crush on these guys. And as with any strong brand, their copy matches their style - cool, informal and a bit provocative.
Copy highlights:
Halloween email campaign
Homepage banner for the new collection
Email marketing campaign
8) Jack Wills
Fabulously posh university outfitter Jack Wills is all about quality and British-ness; something that it really brings out in its copy.
Copy highlights:
Homepage menu bar
Product description
3 golden rules of great ecommerce website copy:
1) Average copy isn't good enough: if brand building is your goal, your copy must be laser-focused on the wants and needs of your target audience.
2) Lots of copy ≠ good copy: Quality always trump quantity - the best brands get across what they want to say succinctly.
3) Your copy must make sense: Not just grammatically! It's important that your copy is in line with your brand image/product proposition as a whole.
