A site’s copy is one of its most important elements — especially in the world of eCommerce. And in eCommerce one of the worst mistakes a copywriter can make when writing is to concentrate only on product descriptions.

While product descriptions are important, they’re only the tip of the eCommerce copy iceberg. After all, an eCommerce site is everything at once for an online retailer — simultaneously serving as a catalog, store, marketing tool, and company information source — and the copy responsible for selling both your product and your company in the highly competitive web marketplace is at the center of it all. (Article dated: August 6, 2007)

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