What are the differences between writing copy for e-commerce and informational websites?

## E-commerce vs. Informational Websites: A Copywriter’s Guide to the Mindset Shift

The world of copywriting is vast and diverse, demanding adaptability and a deep understanding of different target audiences. One key distinction lies in the purpose and goals of the content: e-commerce websites aim to drive sales, while informational websites aim to educate and engage. This fundamental difference necessitates a shift in mindset and strategy for copywriters.

E-commerce Copy: The Art of Persuasion

Imagine a customer browsing an online store. They’re searching for a specific product, weighing options, and ultimately deciding whether to buy. This is the environment where e-commerce copy thrives. Its primary goal is to persuade the reader to take action – buy now.

Here’s what sets e-commerce copy apart:

Emphasis on product benefits: Instead of focusing on features, the copy highlights how the product will solve a problem, improve their life, or fulfill a desire. “This waterproof jacket will keep you dry and comfortable during any adventure,” is more effective than “This jacket is made of nylon and has a zipper.”
Strong call to action (CTA): The copy explicitly directs the reader towards purchasing, using clear and concise CTAs like “Add to Cart,” “Shop Now,” or “Buy Now.”
Urgency and scarcity: E-commerce copy often leverages psychology by creating a sense of urgency (“Sale ends tonight!”) or scarcity (“Only 5 left in stock!”). This motivates readers to act quickly before missing out.
Social proof and testimonials: Featuring positive reviews and testimonials from satisfied customers adds credibility and builds trust, influencing the reader’s decision.
Focus on visuals: High-quality product images, videos, and demos are crucial for showcasing the product and its benefits, further engaging the reader.

Informational Copy: Building Trust and Authority

Informational websites are designed to inform, educate, and engage the reader on specific topics. Their primary goal is to establish authority and build trust with the audience.

Here’s how informational copy differs:

Content-focused: The emphasis is on providing valuable and informative content that addresses the reader’s questions and concerns. Think blog posts, articles, guides, and tutorials.
Long-form content: Informational copy often involves longer, more in-depth pieces that delve into specific topics.
SEO optimization: Keyword research and strategic placement are crucial for driving organic traffic to the website.
Engaging language: While avoiding sales pitches, informational copy should still be engaging and written in a conversational tone to maintain reader interest.
Clear structure and organization: Informational content should be well-structured, using headings, subheadings, bullet points, and visuals to improve readability and make information easily digestible.

The Key Mindset Shift

The key difference between e-commerce and informational copywriting boils down to intent. E-commerce copy focuses on driving immediate action, while informational copy aims to build trust and authority over time.

Here’s a quick comparison table:

| Feature | E-commerce Copy | Informational Copy |
|—|—|—|
| Goal | Drive Sales | Educate and Engage |
| Focus | Product Benefits | Content Value |
| Language | Persuasive & Urgent | Informative & Engaging |
| CTAs | Explicit & Immediate | Implicit & Long-term |
| Psychology | Urgency & Scarcity | Authority & Trust |
| SEO | Keyword-Focused | Content-Focused |

The Bottom Line

Understanding the differences between e-commerce and informational copywriting is essential for any successful writer. By adapting your mindset and approach to the specific needs of each platform, you can craft compelling content that resonates with your audience and drives desired results. Whether it’s converting leads into customers or building a loyal following, mastering the art of copywriting across different platforms is a key skill for success in the digital world.