I was checking out some of our competitor’s websites and I stumbled across one that had a very attractive, eye-catching site. But in looking closer, I noticed there were some serious design flaws. For example, when I clicked on “Company Information”, I got their return policy. That’s pretty bad in itself, but then I started reading the return policy. It was a very poorly written return policy that someone spent, well… not much time putting together. It was a bulleted list of No’s; This is a excerpt –
- No returns will be accepted after …..
- No returns on special order items ….
- No returns if box or contents missing….
- No exceptions …..
There was no introduction, no dialogue to soften the blows, just a bunch of Nos and Don’ts all over the page.
Now, it really is necessary to draw lines in the sand in establishing a return policy, but it doesn’t have to be outright offensive. There are ways to get around saying just NO NO NO. Instead, form sentences starting out with things like “We are unable to accept…” or “Returns must be …”. Here is a blog post I wrote on what to include in a good return policy.
With a little creativity, even a policy that has to deliver potentially bad news to the customer can be written in a positive, friendly tone. And this company (whose name will go unmentioned) might as well say “No we don’t want any business” by putting that so-called return policy in place of their Company Information.
Ah well, at least I can say that’s one less competitor to we’ll have to worry about!