E-commerce Content & Conversion Specialist

• Wolverhampton – office based
• Full-time, permanent
• £38,000–£45,000 depending on ability
• **This isn't a traditional content writer role**
• We're looking for someone who understands that good e-commerce content isn't simply content that reads well.
• It has a job to do.
• It needs to attract the right people through search, answer the questions that are stopping them from buying, build trust, communicate benefits clearly and ultimately help turn visitors into customers.
• You might be an excellent writer. But if your starting point is simply
• *"How can I make this sound good?"*
• this probably isn't the role for you.
• **We Want Someone Whose Starting Point Is**
• **Who is the customer? Why have they arrived on this page? What are they looking for? What don't they understand? What are they worried about? What would make them buy – and what could make them leave?**
• Then we want you to write the content that answers those questions.
• **What We Mean By Commercial Writing**
• A specification might say:
• **"All our phones are SIM-free."**
• Technically, that's correct.
• But many customers don't know what SIM-free means or why they should care.
• **Good Commercial Content Translates The Feature Into Something Meaningful**
• **"Use your existing UK SIM card and continue using your current mobile number."**
• That's the difference we're looking for.
• We call it benefit-led commercial copywriting.
• You'll take technical information, product features, customer concerns, data and evidence and turn them into clear reasons for someone to choose us.
• Without exaggeration, misleading claims or unnecessary marketing language.
• **What You'll Be Responsible For**
• You'll work across virtually everything our customers read, including:
• Homepage content
• Category and collection pages
• Product pages
• SEO landing pages
• B2B and business pages
• Buying guides
• Help and educational content
• Blog content
• Email
• Advertising copy
• Calls to action
• Promotional messaging
• Customer journeys
• New website sections and propositions
• You'll also review existing content and challenge it.
• We don't want somebody who waits to be told what words to change.
• If a page is confusing, say so.
• If we're answering the wrong question, say so.
• If an important customer objection hasn't been addressed, identify it.
• If a feature is being described without explaining its benefit, fix it.
• If content exists purely because somebody thought the page needed more words, challenge whether it should exist at all.
• **Content should start with evidence**
• We want decisions to be informed by data rather than personal preference.
• Depending on the project, you'll use information from sources including:
• Google Analytics / GA4
• Google Search Console
• Ahrefs
• Keyword and search-volume data
• Search intent
• Organic rankings
• Conversion rates
• Heatmaps
• Session recordings
• A/B tests
• Customer service enquiries
• Customer reviews
• On-site search behaviour
• Sales data
• Competitor research
• Customer feedback
• **You Should Be Comfortable Asking**
• **What does the evidence tell us?**
• **And Equally Importantly**
• **What don't we know yet, and how could we test it?**
• **SEO, search and AI visibility**
• Organic traffic is a major part of this role.
• You'll help us create and improve content designed to perform across traditional search engines and the rapidly developing world of AI-assisted search.
• **You'll Ideally Understand Areas Such As**
• Keyword research
• Search intent
• SERP analysis
• On-page SEO
• Headings and page structure
• Internal linking
• Semantic relevance
• Content cannibalisation
• Topical coverage
• Featured snippets
• Commercial vs informational intent
• Entity and brand signals
• Content designed to be understandable and useful to search engines and large language models
• We're not interested in stuffing keywords into copy.
• SEO and good customer communication need to work together.
• **Conversion rate optimisation**
• Traffic alone isn't enough.
• Once somebody reaches the website, the content needs to help them make a decision.
• **You'll Therefore Be Expected To Think About**
• Customer motivations
• Buying behaviour
• Objections
• Risk reduction
• Trust
• Social proof
• Choice architecture
• Value propositions
• Feature-to-benefit translation
• Calls to action
• Information hierarchy
• Cognitive load
• Friction within the customer journey
• You'll work with the wider team to develop hypotheses and test improvements.
• **Who We're Looking For**
• We're deliberately not specifying a minimum number of years' experience.
• You could have ten years' experience and be wrong for this role.
• You could have considerably less experience but demonstrate exactly the commercial thinking we're looking for.

What matters is whether you can do the job

• **You'll Need To Be Someone Who**
• Writes exceptionally clear English.
• Understands the difference between a feature and a customer benefit.
• Can simplify technical subjects without making them inaccurate.
• Thinks commercially.
• Is naturally curious about why customers behave as they do.
• Uses evidence rather than relying purely on opinion.
• Understands that different pages have different search and customer intent.
• Can challenge a brief when the brief doesn't make commercial sense.
• Is comfortable working with numbers and analytics.
• Can research subjects properly rather than simply rewriting existing content.
• Understands SEO or is capable of developing strong SEO knowledge.
• Is interested in CRO and behavioural psychology.
• Can switch between B2C and B2B audiences.
• Can write both short conversion-focused copy and longer educational content.
• Takes responsibility for the performance and purpose of their work, rather than simply delivering a word count.
• Experience within mobile phones or consumer electronics would be useful, but it is
• **not essential**
• Commercial thinking is more important to us than industry experience.
• **Using AI**
• We actively encourage the intelligent use of AI.
• Use ChatGPT, Claude and other tools to research, analyse, generate ideas, challenge your thinking and work more efficiently.
• But AI is a tool.
• Typing
• **"write me a product page"**
• copying the result and considering the job complete isn't what we're looking for.
• You remain responsible for understanding the customer, checking the evidence, deciding what needs to be communicated, verifying accuracy and producing the final result.
• **How We'll Measure Success**
• The purpose of this position is not simply to produce more content.
• Success will ultimately be measured by whether your work contributes towards:
• Increasing relevant organic traffic and search visibility
• Increasing revenue and conversion rates
• Increasing our visibility within AI and LLM-generated search results
• Making it easier for customers to understand our products and make purchasing decisions
• Increasing customer confidence and trust
• Improving the overall quality and commercial effectiveness of our website
• We're interested in the result, not the word count.
• **About The Big Phone Store**
• The Big Phone Store is a UK mobile phone retailer based in Wolverhampton.
• We've been operating since 1999 and sell refurbished mobile phones and related products to consumers and businesses throughout the UK.
• Unlike businesses where content sits several departments away from the customer, you'll be working inside an e-commerce operation where you'll have access to real customer behaviour, search data, sales information, customer feedback and the teams responsible for delivering the service.
• That gives you the opportunity to see whether the content you produce actually works.
• **Before you apply**
• Please don't send us a generic application telling us that you're a passionate storyteller with an eye for detail.
• We're more interested in how you think.
• As part of the recruitment process, we'll give shortlisted applicants examples of real e-commerce pages and ask them to explain:
• **What's wrong with this page?**
• **What information is missing?**
• **What would you change?**
• **Why would you change it?**
• **What evidence would you look for before making that decision?**
• **How would you know afterwards whether your change worked?**
• If those are the types of questions you naturally ask when looking at a website, we'd like to hear from you.