The One Phrase on Your Web Site That Might Have Visitors Rolling Their Eyes
For 5 years, I belonged to an online consumer confidence/business ethics web site. The owner of this company promised to hold all members to the highest standards of business ethics and customer service. In turn, my membership was supposed to promote consumer confidence through a seal displayed on my web site.
When I sold this web site, I emailed the owner of the consumer confidence organization with a request to cancel my membership since it was not transferable to the new owner. And even though I have other web sites, I did not wish to continue my membership with this organization.
Here’s why: During the 5 years of my membership, I never once had a client tell me that they found me through this organization, nor did they express any increased confidence in my company due to my membership. I think it was because the organization simply wasn’t well-known enough, therefore, it wasn’t recognized by my customers to be something of value. The membership seal I so proudly displayed on my web site meant absolutely nothing to most of my site visitors.
But getting back on track here. A full week went by and I didn’t hear back from the owner regarding my cancellation request. I thought that was rather odd, so I emailed her again, reminding her of my cancellation and requested also that she remove me from her mailing list since there were no options to unsubscribe in her emails or on her web site (membership required that you receive her newsletter).
I’m assuming she received this email since I never received another newsletter from her. But she never did respond to me. She could have used it as an opportunity to try to retain my business or at least say she was sorry to see me go. In my opinion, her lack of response was unacceptable. After all, her business was about integrity, ethics and good customer service. Maybe she felt I wasn’t worth responding to since I was no longer a paying customer.
This is exactly why you can boast that you have the greatest customer service on the face of the earth and it means nothing to your site visitors. In truth, it probably makes them roll their eyes. They read promises of exceptional customer service on nearly every business web site, yet almost every business will fail - at some point - to deliver. Just like the consumer confidence membership seal on my web site, the words “great customer service” mean absolutely nothing to web site visitors.
Which brings me to the point of this post: Don’t waste valuable space on your web site claiming great customer service - unless, of course, you want your visitor’s eyes to glaze over while they mutter “yeah, right,” and click away. 
Instead, use that space to tell your visitors what they want to hear through customer-oriented copy that is targeted towards their wants and needs.
Web site space is valuable and you have just a few seconds to capture your visitor’s attention and draw them in. Don’t waste it with meaningless, overused words.
Remember - it’s always about the customer!
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