Level Up Your Web Copy

Of course imagery, particularly if you’re selling in the highly visual fashion space, is integral to building your brand story and your website, but don’t underestimate the equal importance of meaningful copy. Why does investing in your e-commerce website copy matter? The way you describe your product, communicate your unique value proposition (USP), and encourage website viewers to convert from visitors to paying customers through the verbiage on your site can directly impact your sales.


Think about the different ways in which you communicate with people in your life. A great communicator knows how to read the room and speak to their audience in a way that resonates. When you’re writing copy for your site, think about your target consumer. It’s important to keep your communication authentic; don’t pander or preach, but speak to them in a way that’s relatable. Producing copy that drives conversions starts with understanding who your customer is and how to speak to them in a meaningful way.

[Note: Not sure who your audience is or where to start? Check out our previous post on determining your target audience here.]


Yes, you want to sell, but that’s not a reason for your customer to buy. Think about them and how you can serve your customers better than the competition. What are their pain points? What are their needs? How can your brand make a difference in their lives in a way the competition can’t? Providing your customer with a solution, whether you’re selling swimwear or supplements, will set you apart. Think back to why you started your brand and what you can offer better than anyone else and explain that to your customers in a concise, meaningful way.


Whether your brand’s tone is reliable and scientific, fun and upbeat, or elegant and luxurious, make sure to keep the tone consistent and on brand across your entire website. Using consistent tone, tense, and person, as well as proper grammar, not only adds an air of professionalism and legitimacy to your site, but also helps to reinforce your brand’s overall aesthetic. Make sure that the tone you choose to use for your copy is cohesive with your imagery and graphic design standards; everything should work together to tell the story of your brand.

Pro Tip: Outside of your website, make sure the verbiage you use across your socials and press materials is also consistent and cohesive with the tone of the website copy. Everything that speaks to your brand should have a cohesive, consistent voice with which customers can familiarize themselves.


What information does your customer base ask for most? Saving your customers time by providing answers to the most common questions before they have to ask is a great way to add value to your website and better serve your audience. Any question that has popped up in your inbox from potential or current customers more than a few times should be added to your website’s FAQ page.


When you’re shopping online, what information do you value and/or look for on the websites on which you’re shopping? Think about your own needs as a consumer. What websites do you keep going back to and why? Talk to your friends and peers and find out what they value during their own online shopping experiences. If you already have customers, ask for their input! What do they love and what could you improve to better serve them?

Writing copy isn’t a science, but rather an art form that requires understanding your brand, your customer and how to meaningfully and effectively communicate to consumers why they should WANT to buy your product.

REMEMBER: Copy can also directly impact your SEO,. By creating useful, compelling content that incorporates targeted keywords authentically, your site will not only be more valuable to the visitors who are already there, but can also increase authority and relevance to those searching for similar products and/or services through search engines like Google or Bing.

Do You Know Who Your Customer Is?

Unless you’re selling nail clippers, lip balm, or toothbrushes, please don’t say your product is for everyone! No brand can reach or should cater to every consumer, and that especially applies to new brands with limited marketing budgets. Instead of aiming for everyone, aim for a target customer who can be served by your product or service. Understanding your customer will allow you not only to better market to them but also to provide better customer service and authentically interact with them over time.

The first step to building a customer base is identifying your target customer. The best way to begin is by literally creating the profile of the ideal person whom you see buying your product or service. Where do they shop? Where do they live? What do they like? What do they need? What motivates them?

If you already have sales coming through your shop, start by taking a look at from where those sales are coming. By identifying the attributes and purchasing behaviors of the customers whose business you’ve already won, you can better build out and determine your ideal customer profile. If you don’t have any existing data yet, that’s ok. It’s never too early to define your target audience so you can market accordingly.

Here’s what to consider when building out your customer profile:


Demographics are the characteristics that tell you the basic elements of your customer; who they are, what they do. This basic information about your customer is the foundation of your customer profile, so it’s important to have a thorough understanding of your target demographic.

  • Age [5 – 10 year range]
  • Gender
  • Race
  • Income
  • Education Level
  • Location
  • Employment
  • Marital Status
  • Parental Status


Psychographics tell you why your customer makes the decisions they do; how they think, feel and behave. By better understanding what motivates your customer, you’ll be able to better tailor strategic digital marketing and public relations plans that can optimize your brand’s visibility in front of the optimized potential customer.

  • Lifestyle
  • Interests
  • Opinions / Attitudes / Beliefs
  • Values
  • Goals
  • Habits
  • Motivations


Behavioral traits show you how your customer acts; their personality and purchasing patterns. By understanding your customer’s behaviors, you can better tailor messaging and communications (from copy in ads for marketing to e-mail blast content to customer service interactions) so that your customer feels heard.

  • Brand Loyalty
  • Purchasing History
  • Purchasing Habits
  • Level of Extraversion
  • Communication Style

It can be overwhelming to create your customer from scratch. If you need a bit more direction, a great place to start is with the Big 5 Trait Theory, which analyzes behavior and character based on 5 key factors. Keeping these traits in mind while building out your customer profile can be helpful, as it allows you to think critically about not only who your customer is, but also who he or she isn’t.

  • Openness
    • Thrives on a routine vs. Spontaneous
    • Practical vs. Imaginative
  • Conscientiousness
    • Impulsive vs. Cautious
    • Organized vs. Scattered
  • Agreeableness
    • Trusting vs. Suspicious
    • Disagreeable vs. Pleasant
  • Neuroticism
    • Anxious vs. Carefree
    • Confident vs. Self-Conscious
  • Extraversion
    • Reserved vs. Sociable
    • Introspective vs. Superficial

By having a clear understanding of who your customer is and is not, their interests, habits, and motivations, you’ll have a competitive edge that allows you to focus on solving your customers’ problems by meeting them where they are and offering a product or service that meets their needs delivered with an experience that exceeds their expectations.

Build a Better E-Commerce Site

The global pandemic has resulted in retail brands of all sizes prioritizing digital channels for everything from customer service to commerce. In 2021, e-commerce sales accounted for approximately 20% of all retail sales worldwide. In the US alone, retail e-commerce revenue reached $767.7 billion in 2021 and is expected to surpass $1329 billion by 2025.

So why does it matter? If your website is not optimized and well-designed, you could be leaving money on the table. Web design is critical when creating an e-commerce website, specifically for fashion and lifestyle brands, where visual storytelling is integral to connecting with customers. If you want to build consumer trust, necessary to gaining clients and building sales, you’ll need to put serious thought into your website.


Think back to your best and worst online shopping experiences. What do you love and hate about other e-commerce sites? What sites are you constantly returning to and why? Remember that you’re providing a service. Keep the processes on your website simple and the site easy to navigate. The process of using your site should be simple, straight-forward and hassle-free for visitors so they enjoy the experience of shopping with you. Make sure your product imagery is hi-res and pertinent information like product dimensions, size guides and fabric content are easy to access for each product.


A simple way to gain consumer trust and increase conversion rates is to provide social proof on your website. Let potential buyers know what past customers think of and feel about your products. Your website header or footer should have links to your social media pages so that anyone visiting your website can easily find your accounts. If you have press tears, make sure to have a press page on your site to let visitors know what people are saying about your brand. You can also display alerts at the bottom of your page to let website visitors know when a purchase has been made on your site.


We’ve written before about the importance of branding (see here) and that absolutely applies to your website. From your website to your socials to your ads to your product packaging, make sure that anytime a customer or potential customer comes into contact with your company, the branding is consistent and your logo, brand colors, graphic standards and tone of voice are all in line with the message you want to convey to your target audience.


According to a study conducted by Google, 85% of consumers start a purchase on one device and complete it on another. Making sure your website is easy to use, easy to navigate and responsive on all devices will set you apart from the competition and make your site look and feel more professional. Bonus points for enabling Instagram & Facebook shopping, to allow further ease to purchase for consumers. Remember, the goal is to make the process simple and streamlined for your customers.

Ready to build a better e-commerce site but need assistance? Contact our talented team to discuss how we can help your brand shine online.