This is a Guest Post by freelance proofreader Stefanie Flaxman of Revision Fairy® Small Business Proofreading Services. Want more tips that immediately improve your writing? Take your FREE copy of Stefanie’s new ebook Your Ultimate Online Proofreading Guide for Better Writing.

Unlike many in-person shopping experiences, when you sell products or services online, no physical sales person guides the sale. The sales copy that you write needs to do the work of a trained sales professional who knows how to appeal to a buyer’s sensibilities. Your writing must captivate.

I proofread with the mindset, “Does every word on the page help you make a sale?” If not, what words need to be changed or omitted? My proofreading method does more than check for proper grammar and punctuation. Some people like to get technical and label that practice “copy editing” or “editing.” I don’t care what you call it. I care about the results.

Here are eight proofreading tips that produce persuasive writing and increase online sales.


1. If Someone Else Would Say It, Cut It Out.

Even though you may sell a product that is similar to a competitor’s, don’t describe your product with generic terms that anyone else would use. State a clear reason that a buyer should purchase your item, and present it in a thoughtful way.

2. What’s the Story?

You’re passionate about your product and you know that your customers will be, too—so tell them a story about it. Don’t assume that they know anything about you (that they read your blog, have read your “About” page, etc.) Get specific, but keep it brief. If you make handmade goods or art, consider writing an artist’s statement to complement each item that you sell.

3. Learn from the Big Guys.

Study the product descriptions on major online retail sites, such as Target or Overstock. Each item for sale usually has a template filled in with details about the product. Uniform text makes your online store look professional.

4. Moisturize Your Writing.

You want to look as professional as big companies, but you don’t have to be dry. Connect with your customer on a personal level. Write content that makes your online store fun, interesting, and beneficial.

5. Think Like a Holiday Gift Shopper.

Do you sell a product that makes a good gift? Get into the mind of a person shopping for his friends or family. Why is your product the perfect gift for the book lover, art lover, or jewelry lover in his life? Add these special elements to your sales copy.

6. Is Your Product Milk or Tea?

Milk has clear varieties—whole, low fat, and nonfat—while tea has an abundance of varieties: green, black, herbal, decaf, etc. With milk, it’s easy to select the fat level that you desire, but with tea, each type may have a different benefit—herbal teas may help you sleep, while black teas may invigorate your day. The benefits of your similar, but distinct, products may not be obvious to a shopper. If your product descriptions aren’t as straightforward as “whole, low fat, and nonfat,” state who should buy each type of product.

7. Tell the Shopper to Buy.

Show the shopper how easy it is to buy from you. Explicitly direct the customer to your “Buy Now” button or shopping cart.

8. Don’t Proofread.

One of the most common proofreading tips is to take a break between writing and proofreading. However, once you consider your text “done,” it’s difficult to see what it lacks (even after a break). If you want to find mistakes in your writing, don’t look for them. Read your text from the point of view of your target audience. If anything doesn’t make sense to a stranger, highlight it. Work it out until a stranger can read your text effortlessly and have the motivation to buy your product for the exact reason that you’re passionate about it. Is your message communicated so clearly that the shopper is left with no other choice but to buy? That’s the test of thoroughly proofread, effective copy.