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Copywriting 101: Steer Clear of 'Risk-Free' Claims

As part of the "7 Deadly Claims" series, the Future Now team has deconstructed the use of on-page copy that offers users a "100% Risk Free" guarantee.

Webmasters who make such claims on their sites actually run the risk of losing possible conversions, because many consumers have been burned by "30-Day Money Back" guarantees and "Worry-free trials." Often, nothing is risk-free--as users will end up paying shipping and handling charges, or start using a "free" service or tool and find out they can't complete their task without buying the whole thing.

Jeff Sexton advises against using such clichéd claims, suggesting instead that you improve the overall quality of the Web site and the products or services it offers. Using shoe e-tailer Zappos.com as an example, Sexton illustrates how having quality (brand name, if applicable) products and thorough product or service descriptions (including high-res images or a demo) are key for driving conversions.

He also notes that having ample space for customer reviews (the bulk of which are hopefully good) or client-sanctioned case studies is better at engendering user trust than bolded, enlarged ad copy that screams "Satisfaction or Your Money Back."

Read the whole story at Grok Dot Com »

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