Copywriting For CRO
Table of Contents
The Value of Copywriting in the AI Age #
The rise of AI has made content creation more accessible and affordable than ever before. This leads to an important question: Is copywriting still worth investing in?
The short answer is yes, but the approach needs to be strategic and thoughtful. While AI can generate basic content, quality copywriting remains crucial for:
- Building brand voice
- Converting customers
- Creating meaningful connections
- Standing out from AI-generated content
Why High-Quality Text Matters More Than Ever #
In today's content-saturated landscape, well-crafted copy helps your brand:
- Differentiate from AI-generated content
- Build authentic connections with customers
- Demonstrate expertise and authority
- Drive conversions through persuasive writing
Ecommerce Copywriting: A Special Case #
Ecommerce sites have unique copywriting needs across multiple content blocks:
- Product titles
- Product descriptions
- Feature lists
- Customer reviews
- Technical specifications
- Detailed product information
Each of these elements presents an opportunity to engage customers and drive sales through strategic copywriting. Unlike long-form content, these discrete sections allow for focused, impactful writing that can outperform generic AI-generated text.
Working With AI: A Balanced Approach #
The future of copywriting isn't about choosing between human writers and AI - it's about leveraging both effectively:
- Use AI tools to handle routine tasks and boost productivity
- Reserve human creativity for high-impact messaging and strategy
- Focus on creating unique, brand-aligned content that resonates with your audience
The key is understanding that while AI can assist with content creation, strategic copywriting remains essential for building lasting customer relationships and driving conversions.
Remember: Your intimate knowledge of your brand, customers, and market positioning gives you an advantage that AI can't replicate. Use this understanding to create distinctive, effective copy that serves your business goals.
Copywriting Best Practices for CRO in Shopify #
There is not much difference between copywriting in Shopify or in other stores, but when it comes to site structure, which is also part of copywriting basically, here we have a problem as Shopify doesn't give the freedom of page structure we want to have, especially now when Google prioritizes the site structure more than the content. It is very hard to have perfect site structure and internal linking.
Most affected pages are collection and product pages, where there is not much flexibility for page URL structures.
What we can do is separate the collections into smaller collections and have around 400 words of text on each collection page, and have good internal linking between the collections and products.
We also need to have better breadcrumbs and navigation to help Google understand the site structure.
In collections, we don't need much content, so don't use AI-generated content; instead, have catchy headlines, interesting subtitles and creative content.
Headline and sub headline are the anchor and the magnet; they take readers by the hand and lead them through the text. They are the first impression and the last memory.
You might ask so how all this is related to CRO - well, if customers are not staying on the website, how will they add products to the cart?
Most important part of copywriting in ecommerce #
Again, before ending the article, we want to highlight how much the copywriting opportunities in ecommerce are overlooked.
The content structure in ecommerce is a puzzle; it is not one long article, it is a collection of small articles, mini articles, mixed with graphics and videos, and all of them should be connected to each other.
No AI can figure out how to make profit from it. While all other brands are using AI-generated content, you can have great structured ecommerce pages with small pieces of content.