Writing good copy

The internet is filled with opportunities and possibilities to sell your local products or service to a global market — But with opportunities comes competition.

Presently, whatever your product or service is, there’s a good chance other sellers have already built their target markets. So, the question is “How do you get potential customers to notice you?”

How do you make yourself distinctive? How do you make your products appealing to the customers?

The answer is simple. When it comes to selling something online or offline, one of the major factors in influencing the customer is the content revolving around the offering.

If you can write and describe your product/service in a way that’s clear, precise and relatable to customers, then mission accomplished.

If you are puzzled about achieving the same for your own business, then don’t be, because in this article, we mention a course of action you can take to write captivating content for your products or services.

Do your research

Source: Nathana Rebouças ​/ Unsplash

Writing service or product-related content involves a lot of research, as your service or product may not be for everyone. The end result is wanting to reach the right people, at the right time, in order to increase the chances of a customer triggering a conversion (for example; a sale or an enquiry).

Since you want content that drives sales, basic and simple product descriptions won’t just do the trick. You’ll have to address how your products will solve user problems. If you can convince users that you have a solution, then they’ll organically start to convert.

To perform in-depth market research, you can

Look at what your competitors are doing:

One of the best ways to assess what’s currently working in the marketing space is to look at what your competitors are doing.

This way you can create content using similar strategies or if you already have content ready but it’s not yielding any results, then you can assess what you are doing wrong.

For instance, while looking at your competitor’s content, you may find that unlike yours, their content is less wordy but highly impactful or they may have used a compelling tone of voice and better format whilst writing their content.

You can also research competitors’ strategies that didn’t work too — as it’s equally important to know what not to do with your content as well.

Look at what content Google is ranking

One of the best ways to get noticed by potential customers is to appear at the top of Google’s search engine. And to do that, you have to look at the keywords Google is ranking the top listings for.

To find these keywords you can use SEO tools such as Ahrefs or Semrush for example, as these will tell you what phrases people are searching for, what your competitors are using and how difficult it’ll be to rank for those keywords.

Apart from this, these keywords can generally be found within the meta title tag and within the on-page headings of most pages.

If you structure the content around these keywords, Google may label it as more relevant and display it higher within their search results.

Be original with your content

While researching your content, you may come across websites that sell similar products or services and as much as it’s normal to get inspired and influenced by their content whilst writing yours, it’s noteworthy that you don’t copy and paste content from other sites.

Copying content from other websites is termed “plagiarism” and Google has strict regulations against it.

Not only may Google push your site down the ranks, but also get you penalised too. If that happens, losing customers/users will be a common repercussion.

Don’t bore buyers with too much information

A common mistake you’d often find websites doing is overstuffing their sites with information. In an attempt to establish their expertise in their respected field, they over-promise which tends to backfire in the long run.

Remember the people take out time to read your content with the sole motive of buying and by bombarding them with information, you’ll do more harm than good.

Here are some points to make sure your content gets the job done while not being too wordy.

  • Always pay attention to users’ search intent. Try to think of the customer’s perspective whilst writing your content (what they’re typing into Google)
  • It doesn’t matter how much information you put in, if the users feel like you don’t understand their problems, they likely won’t interact further
  • Always keep the content short and precise. Use bullet points instead of long paragraphs, in order to make it look clean and enhance the reader’s readability
  • Show them customer experiences, testimonials can help to assure customers and show them why you are a perfect choice.
  • Finally, read this useful article on how to write blog posts, as a lot of the points above can relate there too.

Pair your content with imagery

Source: Reinhart Julian ​/ Unsplash

Nobody likes dull content

Pairing images with content is a great way to keep content refreshing, whilst also communicating with your visitors. The imagery of your physical products or services generally provides users with a better idea of what to exactly expect when making a purchasing decision via your website.

Besides that, you can also use infographics or animated videos in order to either explain your products in a very simple (yet detailed) manner. You may also use them to summarise all of the essential details of a product or service — through a single piece of media.

Be consistent in order to be comparable

If your brand deals with several products or services and provides different variations, the website’s content should be accordingly designed to match expectations too.

Source: Student Accommodation Company

Take this student lets company, for example, they sell a wide range of student houses and each of their houses listed on their website consistently display how many bedrooms and bathrooms are included, as well as showing relevant photography and descriptions across each house too.

This is a great example of a company presenting consistently, providing well-designed content across each page, as buyers land onto each property page knowing exactly what to expect, based on the previous listing on the same website.


In this super-competitive market, writing product content using these tips will make you stand out.

To summarise this article, during your process of researching and writing content for your products, think from a perspective of a customer. For them, you might be the answer to their question.

Offer to solve their problem and describe how you are going to solve it. Try to keep the content as short and accurate as possible.

And while you are at it don’t forget to Google! Do extensive keyword research and SEO and say no to any kind of plagiarism.

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