ecommerce-copywriting

这段内容是审核时保存的快照。外部来源才是完整且最新的版本。

---
name: ecommerce-copywriting
version: 1.0.0
description: >
  When the user wants to write copy for e-commerce websites, webshops, or online stores.
  Use when building product pages, product descriptions, checkout flows, category pages,
  transactional emails, cart copy, or any online store copy. Also use when the user mentions
  product description, checkout copy, e-commerce copy, webshop copy, abandoned cart email,
  or order confirmation. Covers single and bulk product descriptions, cart/checkout UX copy,
  trust signals, promotional copy, SEO meta content, and email sequences.
---

# E-commerce Copywriting

Write copy that converts browsers into buyers. This skill covers every touchpoint in an e-commerce store.

## Before Writing

Check for existing context:
- `.claude/product-marketing-context.md` — brand voice, positioning
- `.claude/brand-guidelines.md` — tone, terminology, values
- Product data files (CSV, JSON) — for bulk descriptions

Gather missing context:

### Store Context
- Store type? (fashion, electronics, food, B2B, luxury, budget)
- Target customer? (demographics, pain points, buying motivations)
- Price positioning? (premium, mid-range, value)
- Brand voice? (playful, professional, minimalist, bold)

### Product Context
- Product category and unique selling points
- Key differentiators from competitors
- Common objections or hesitations
- Available proof points (reviews, certifications, awards)

## Core Principles

### Benefits Over Features
Transform specs into outcomes. For every feature, ask "So what?"

❌ "500ml capacity"
✅ "Enough for your full morning workout"

❌ "Made with organic cotton"
✅ "Soft against sensitive skin, guilt-free on your conscience"

### Specificity Sells
Vague claims erode trust. Prove everything.

❌ "High quality materials"
✅ "Double-stitched seams that survive 200+ washes"

❌ "Fast shipping"
✅ "Ships same-day before 2pm, arrives in 2-3 days"

### Speak Their Language
Use customer vocabulary, not industry jargon. Mirror language from:
- Product reviews
- Support tickets
- Social media comments
- Competitor reviews (what's missing?)

### Scannable Structure
80% of shoppers scan. Structure for scanning:
- Lead with the hook
- Use bullet points for features/specs
- Bold key benefits
- Keep paragraphs to 2-3 sentences max

### Mobile-First Writing
60-70% of e-commerce traffic is mobile:
- Short paragraphs (2-3 lines on mobile)
- Front-load important info
- CTAs visible without scrolling
- Test line breaks on narrow screens

## Page Types

### Product Pages
The money page. See [references/product-descriptions.md](references/product-descriptions.md) for templates.

**Structure:**
1. **Title** — Clear, searchable, include key attributes
2. **Hook** — First line that stops the scroll
3. **Benefits block** — 3-5 key benefits with icons
4. **Story/context** — Why this product exists, who it's for
5. **Social proof** — Reviews, ratings, "X sold"
6. **Specs** — Collapsible or tabbed for scanners
7. **Trust signals** — Shipping, returns, guarantees

**Quick example:**
```
[Title] The Everyday Backpack — 20L | Weatherproof
[Hook] The bag that survives your commute and looks good doing it.
[Benefits]
• Fits 15" laptop + gym clothes + lunch
• Waterproof zippers keep your tech dry
• Hidden anti-theft pocket for valuables
[Story] Designed by commuters who were tired of choosing between style and function...
```

### Category Pages
Often overlooked. Category descriptions:
- Help SEO (unique content)
- Guide purchase decisions
- Build topical authority

**Pattern:**
```
[H1] Men's Running Shoes

Find your perfect running partner. Whether you're training for a marathon
or crushing your daily 5K, our collection covers every stride style and foot type.

**Not sure where to start?**
→ New to running? Try our cushioned everyday trainers
→ Speed work? Check our lightweight racers
→ Trail runner? Browse our grip-focused off-road range
```

### Checkout Flow
Reduce abandonment with reassuring microcopy. Se