Crafting Engaging Store Page Copy for Steam Games
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Introduction to Copywriting for Game Store Pages
Welcome to the inaugural entry in what I hope will be a series of blogs tailored for copywriters in the gaming sector. With two years of experience as a freelance copywriter and a background in writing prior to that, I aim to share valuable insights for novice copywriters and indie game developers who might not have the budget for professional copywriting services.
Understanding Store Page Copy on Steam
The store page copy for video games is crucial as it informs potential buyers about what to expect from a game before making a purchase. It provides insights into the game's narrative, gameplay, and unique features that set it apart from other titles. Although elements such as thumbnails, in-game screenshots, and trailers are important, the focus here is on the descriptive text that outlines the game's premise.
If you've ever browsed Steam for a new game, you've undoubtedly encountered numerous store pages. Below is an example of a copy I crafted for a recent client:
Key Components of a Steam Store Page
Many indie games fall short with lackluster store pages, which is a significant missed opportunity. With over 10,263 indie titles available on Steam last year, distinguishing your game is essential for success. Your store page is often the first impression potential buyers will have, making it a critical factor in their decision to purchase.
To enhance your conversion rates, consider including these five essential elements when crafting your Steam or Nintendo store page:
- A Captivating Title: Create an attention-grabbing sentence that hooks your reader. Every piece of writing should start with a compelling headline.
- Game Description: Clearly convey what your game is about, weaving together the storyline and gameplay mechanics. While the genre and mechanics are tagged, avoid unnecessary repetition in your description.
- Visuals: Including images or GIFs can make your page more engaging and help break up dense text, making it more approachable.
- Social Proof: Incorporate awards or positive reviews as a means of building credibility. Highlighting humorous feedback or accolades can enhance your game's appeal.
- Community Engagement: If you have a Discord community, consider linking it in your Steam description to foster engagement.
Writing Tips for Your Store Page
Now, let's delve into practical advice for composing your store page. Here are five tips to guide you in creating effective copy:
Know Your Audience
Understanding your target demographic is critical. The tone for a family-friendly game like Mario Kart will differ significantly from a serious RPG like Horizon Zero Dawn. Tailor your language and style to resonate with your specific audience.
Keep It Simple
Aim for clarity and accessibility. Given that the average adult reads at a 7th to 8th-grade level, ensure your writing is comprehensible to a broad range of ages. Avoid lengthy paragraphs, making your copy easier to skim—especially important as studies show that 79% of internet users tend to scan text.
Be Concise
Strive for brevity in your writing. Eliminate unnecessary words and consider using bullet points for clarity. Adding subheadings can also help readers navigate your content more easily.
Infuse Personality
Many game descriptions lack excitement and come off as mundane. Don’t shy away from incorporating humor or a unique voice. Your copy should reflect the fun and engaging nature of video games.
Focus on the Player
Shift the focus from the game itself to the player’s experience. Highlight the benefits of your game rather than just its features. For instance, instead of stating, "Players can create powerful weapons," reframe it to, "Unleash devastating attacks with custom-built weapons as you navigate a perilous world."
The Best Ways to Design a Steam Store Page | Indie Inquiries Review Guidelines: This video provides insights and strategies for crafting an appealing Steam store page that attracts players.
Final Thoughts on Writing Store Pages
Now that you have the tools to enhance your indie game's store page, take the plunge and start writing for better conversions. Should you have any questions, feel free to reach out in the comments!
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About the Author
Victoria Fraser is a freelance copywriter based in Vancouver, Canada, specializing in copywriting and content marketing for various clients. Discover more about her work on her website or connect with her on Twitter!
Steamworks Tutorial #2 - Building Your Store Page and Publishing Your Application: This tutorial walks you through the essential steps for setting up and launching your game on Steam effectively.