B2B E-commerce Copywriting: A Key Advantage

Copywriting is the art of using words to persuade people to take a specific action, usually to buy your products. It’s an incredibly powerful tool for every business, especially those in B2B e-commerce.

In this article, we break down everything you need to know about e-commerce copywriting, from the science behind it to its benefits, how to use it in your B2B e-commerce strategy, and more.

Short on time? Here’s the key takeaway:

• Copywriting is your secret weapon for winning in B2B e-commerce. It helps you sell more, get found online (if your site is public), create happier customers, and encourage larger purchases.
• Speak to both the hearts and minds of your customers. Use clear, persuasive language to connect with your customers’ emotions and motivate them to act.
• Get to know your customers like a friend. Understand their needs, challenges, and what drives them so you can write copy that truly resonates.
• Show, don’t just tell. Explain how your products make your customers’ lives easier, make their businesses more successful, or eliminate their problems.
• Make your most important pages stand out. Focus on creating compelling product descriptions, informative category pages, powerful testimonials, and an engaging homepage.
• Use AI as an assistant. AI can help you generate ideas and get started, but always add your personal touch to make your copy shine.

With those essentials covered, let’s take a look at the science behind e-commerce copywriting.

The psychology behind great copywriting

Copywriting in e-commerce is everywhere: product descriptions, landing pages, email campaigns, and even social media posts. And strong e-commerce copy can have a major impact on your business. The right words can persuade, engage, and convert potential customers into loyal buyers, helping you reach your e-commerce goals.

But there’s science behind it. The most effective e-commerce copy taps into basic human psychology:

• We look for simplicity. Our brains are wired to prefer information that’s easy to process. Clear, concise language makes it easier for potential customers to understand your message and act on it.
• We like specifics. Concrete details are more memorable and credible than vague statements. Specific information helps customers picture your product in their lives.
• We follow the crowd. We’re more likely to trust and buy from businesses recommended by others. That’s why forms of social proof, such as testimonials and reviews, are so influential.
• We’re driven by emotion. Emotions play a major role in decision-making. Copy that evokes feelings like excitement, urgency, or fear of missing out can boost conversions.
• We’re naturally curious. Sparking curiosity can encourage potential customers to explore your products further.

Businesses that have applied this copywriting science have seen tangible benefits that moved their business forward.

For example, in B2C, online mattress retailer Amerisleep increased purchases by 13.9% by improving the messaging and copy on its website. It focused on clearly communicating product benefits and creating a sense of urgency.

The principles are just as powerful and important for B2B businesses. Paperstone, a stationery company that mainly sells to other businesses, increased online sales by 10.67% by adding a comparison table to its homepage showing its lower prices versus major competitors.

These examples prove that understanding how to write for e-commerce can directly influence customer behavior and drive sales.

The basics of e-commerce copywriting

To get the most out of your e-commerce copy, follow these tips:

1. Know your audience. Consider their needs, pain points, and preferences. Understanding your target customer lets you tailor your message effectively, addressing their specific challenges and goals. This approach makes your copy more relevant and compelling. For example:

❌ “We sell a variety of hammers.”

✅ “We sell a variety of hammers for construction companies, contractors, and development firms, with a range of materials, weights, and colors.”

2. Write like you speak. Keep your copy clear and concise, and use simple language so it’s easy to understand. Remember, the goal is to connect with your audience, not confuse them. For example:

❌ “Our solution optimizes inventory management.”

✅ “Our product helps you track your stock levels.”

3. Focus on benefits. Instead of simply listing features, tell customers how your product improves their lives or their business. This is especially useful for complex products, like those in the fashion and apparel industry. For example:

❌ “Our fabric-cutting machine uses a proprietary laser-guided system that achieves tolerances below one millimeter.”

✅ “Our laser fabric-cutting machine is ultra-precise, helping you save on materials and bring products to market faster.”

4. Test and learn. Continuously test different versions of your copy to see what resonates best with your audience. A/B testing, where you run different versions of the copy at the same time to see which performs better, can help you identify the most effective headlines, calls to action (CTA), and product descriptions.

For example, you might test two different CTAs on a landing page for a product:

🅰️ “Download our guide for more information”

🅱️ “Get your free guide: the 5 most popular coffee blends for hotels. Download now!”

By analyzing which CTA generates the most demo requests or sign-ups, you can optimize your copy to drive more conversions.

Expert tip: If the concept of copywriting feels intimidating, frameworks can provide a great starting point.

For example, you could try the PAS framework (problem, agitate, solution). With this framework, you first identify and empathize with your audience’s pain points, then amplify those pain points to create a sense of urgency, and finally present your product as the perfect solution to their problems.

Copywriting and AI

Generative AI tools are becoming increasingly sophisticated, capable of producing e-commerce copy in seconds. While this new technology is exciting, it’s important to remember that AI is a tool, not a replacement for human creativity.

Here’s how to use AI effectively in your copywriting workflow:

• Give AI a clear prompt. Provide detailed instructions describing the desired tone, target audience, key messages, and relevant keywords. Consider including examples of successful past copy or competitor examples to guide AI’s understanding of the style and voice you’re looking for.
  For example, a B2B furniture company could use this prompt as a starting point: “Write a professional product description for a high-end, customizable ergonomic office chair. Audience: C-suite executives. Keywords: luxury, productivity. Style: similar to Herman Miller product descriptions.”
  This prompt provides a strong foundation. The more specific you are, the better AI can tailor its output to your needs. For even better results, you should generally include more specific details about your product’s unique features and your brand voice.
  
  
• Use AI as a starting point. AI can be a great way to generate ideas and spark creativity, but you shouldn’t rely on it to create all of your copy. Use your own unique ideas to build on and refine what AI generates.

• Triple-check AI output. AI is a powerful tool, but it isn’t perfect. Always fact-check and edit AI-generated copy to make sure it’s accurate, engaging, and aligned with your brand voice.

• Use AI for repetitive tasks. Let AI handle repetitive work like writing product descriptions or social media posts, freeing up your time for more strategic or creative work. For example, you can use AI to generate multiple variations of a product description, then choose the best one to refine further.

The benefits of e-commerce copywriting

The benefits of e-commerce copywriting are many and significant. Let’s explore the main ones for B2B organizations:

Fueling sales growth

Persuasive copy encourages potential customers to take action. By highlighting your products’ unique value proposition and creating a sense of urgency, B2B retail and wholesale businesses can significantly increase sales.

Example: Suppose you sell office supplies to other businesses. In your copy, you might note that your ergonomic office chairs “reduce employees’ back pain and improve focus, leading to a more productive workforce.” That makes the product more appealing to potential customers and nudges them toward purchase.

Better search rankings for public sites

Well-crafted copy can improve your website’s search engine optimization (SEO). That means if your site is public, it will be easier for potential customers to find because it will appear higher in search engine rankings.

Example: If you’re a company that supplies public infrastructure products like bus shelters and park benches, you can strategically include keywords such as “durable park bench” or “weather-resistant bus shelter” in your website copy. This helps attract urban planners and property managers searching specifically for these solutions online.

Expert tip: Consider including industry-specific terms in your copy. For example, if you offer e-commerce solutions, phrases like “e-commerce scalability and performance” can help attract businesses looking to improve their online operations.

Positive customer experiences

Engaging, informative content helps customers make confident purchasing decisions. Clear product descriptions, customer testimonials, and helpful guides all contribute to a positive experience that builds trust and loyalty.

Example: Suppose you supply office furniture to businesses. Compelling copy could include detailed product dimensions and materials, customer testimonials from satisfied buyers praising their improved workspace, and guides on ergonomic design or creating collaborative spaces.

Higher average order value

Persuasive copy techniques, such as upselling and bundled product recommendations, can encourage customers to buy more items or choose higher-priced options, increasing your average order value.

Example: Suppose your company distributes electronics to other businesses. Instead of offering just a laptop, you could suggest a bundle that includes a docking station, wireless mouse, and noise-canceling headphones, highlighting how they improve productivity and create a smoother workspace. You could also offer discounts on bulk purchases of ink or toner cartridges, making it more cost-effective for businesses to stock up.

The B2B e-commerce pages that need copywriting

Where should you place copywriting on your B2B e-commerce site? On the pages that matter most when customers decide whether to buy from you. These are:

1. Your homepage

Your homepage is your virtual storefront, so make sure it makes a strong first impression. Use clear, concise copy to highlight what sets your business apart, who you serve, and what you offer. Spell out the benefits of choosing your company and gently guide visitors toward the next step, whether that’s browsing your products or contacting your sales team.

Example: Suppose you’re a B2B bakery ingredient supplier. Your homepage could highlight freshness, reliability, and customization options for bulk orders of flour, sugar, and specialty baking mixes. Clear navigation links to product categories, featured promotions, and customer testimonials can further improve the user experience and encourage exploration.

Expert tip: Does your business use sustainable e-commerce practices? Put that front and center in your homepage copy. Highlighting the eco-friendly practices in your e-commerce revenue model, such as reducing packaging waste or offering carbon-neutral delivery, can attract environmentally conscious B2B buyers and make your brand stand out.

2. Category pages

Category pages are like signposts on your website, helping customers find their way and discover the products they’re looking for. Use clear, concise language to describe each category, highlighting the types of products you offer and guiding buyers toward the options that best fit their needs.

Example: Imagine you’re a specialty food supplier. You could organize your products into pages titled “Artisanal Cheeses,” “Organic Products,” and “Gourmet Condiments.” Each category would include concise descriptions highlighting the products’ unique selling points and benefits, helping buyers quickly find items that match their culinary needs.

3. Product pages

Product pages are the cornerstone of your e-commerce site. Make sure they include all the information your customers need: features, benefits, technical specifications, and how to use the product.

Choosing the right words for your copy matters here. Write engaging product descriptions that highlight what makes each item special and answer any questions or concerns your customers may have. Think of it as a friendly conversation with your customers, guiding them toward a purchase.

Example: Imagine your company supplies machinery to other organizations, and one of your products is an industrial air compressor. That product page should provide specifications, dimensions, usage instructions, pricing details, and delivery information, ensuring buyers have everything they need.

Expert tip: High-quality product images can make all the difference when it comes to attracting customers and closing sales. Don’t underestimate the power of visuals! Invest in professional product photography to showcase your products in the most appealing way possible.

4. Customer testimonials page

A customer testimonials page can be excellent social proof. It’s a place to share real stories from happy customers, showing how your products or services have made a real difference to their businesses.

When writing this page, use vivid language to paint a picture of customer success, and don’t forget to include specific details and numbers to make those testimonials even more compelling.

Example: Suppose your company supplies furniture for hotels, residential buildings, and more. Your site could feature a testimonials page with quotes from satisfied customers (along with their names and company logos!) detailing how your furniture improved their spaces, boosted guest satisfaction, or streamlined their procurement process.

Expert tip: Use video testimonials to add extra authenticity to your testimonials page. Seeing and hearing real customers talk about their experiences can be more impactful than written testimonials alone.

In conclusion

Copywriting is a critical part of any successful e-commerce business plan. Focus on understanding your target audience, highlighting your products’ benefits, and continuously improving your copy to maximize its impact.

By investing in high-quality copywriting across your e-commerce site, from product pages to testimonials, you can drive sales, improve SEO, increase average order value, create a positive customer experience, and build lasting relationships with your B2B buyers.

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