Page 52 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

If you’re running an e-commerce business, all the glitzy animation
and slick web copy in the world won’t work for you if your back-end
is shaky. I contrast my experience of Classic Lawns with another
gardening website that, somewhat grudgingly, promised delivery of
items far smaller than a lawnmower in 14 days. Fourteen! In that
time I could have walked to my local garden center and back and
still had time left over to re-roof the shed.
And collect testimonials. If your business is as good as your website
claims it is, your customers will send you letters and emails of
appreciation without being asked. If it isn’t, no matter. Go out and
solicit them. On the web, you have to reassure people constantly that
it’s safe to do business with you. Real words from real customers are
one of the most effective ways of doing this.
(I’d also like to praise Classic Lawns for selling lawnmowers, not
“lawn solutions.”)

In practice

• If you give great service, you don’t need to witter on about your

“passionate commitment to excellent customer service.” This is
a simple point often lost on large businesses with “dedicated”
customer service departments.

• If you haven’t done so recently, order something yourself

from your own website and see what happens. Give your site
a frustration rating and multiply that by the number of people
ordering, or trying to, every week. Happy?

100 GREAT COPYWRITING IDEAS • 43