Web Copy Empty Promises - Quality, Service, Solutions, Mean Nothing

October 30, 2007 in business website marketing, small business websites, web copy writing | No comments

“Belaboring the obvious” website copy is what you find on almost all b-to-b and b-to-c websites. And that really hurts your business. Let me explain.

There’s no such thing as a “solutions provider”

When you approach any business owner or business representative for “solutions” to your problem or need, do you expect them to say, “We’re a solutions provider.” No. You expect them to listen to your problem and tell you they understand your problem and this is how they’d solve it. Your website needs to do the same thing.

Extended warranties send the wrong message

Then there’s the quality issue. Every time a retailer tries to sell me an “extended warranty” or “enhanced warranty”, the first thing that goes through my head is, so your product is such junk that I need to buy this special warranty? You won’t even stand behind the product without being paid extra?

Everyone has a guarantee. Go further…

People expect you to stand behind your product or service. If you’re going to offer a guarantee, make it an iron-clad guarantee that instills absolute confidence and make a big deal about it. And don’t charge for it. People will believe a “no-questions-asked” guarantee long before they’ll believe you telling them that you have a “quality” product or service.

Everyone says they give “quality service”

Duh! I expect service. And so does everyone else. Including you. “We give quality service.” I have no idea what the means. And again, neither do the people who come to you expecting “quality service.” You must define what “quality service” means to you and to your customer or client and spell it out in no uncertain terms. That’s what will instill confidence and sell your “quality service” before they even contact you.

That’s what website copy should do.

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