Write a ‘Why Buy From Us’ Page That Really Sells

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So far you’ve certainly realized that once you start your online career as an eCommerce copywriter within an online store, writing the content for the store’s web pages will be a part of your daily tasks. Nice!

Also, you’re aware that the following are the essential pages every serious online store website should have:

An About page, which will make the store shine
A Help center, which will help customers to help themselves when the staff isn’t immediately available
An FAQ page with a neatly organized collection of all the relevant questions customers have asked or might ask in the future
A Contact page with diverse and thorough contact details provided in a warm and welcoming way
A Why buy from us page to persuade the customers that store is exactly the right choice for them

Along with Refund policy, Privacy policy, and Site terms of use, these make the basis for a decent eCommerce website. It means, ALL these pages are almost equally important for boosting an online store traffic and really selling the products.

The aim of this lesson is to help you learn to create an interesting, successful and easy to understand Why buy from us page. You still wonder why it’s necessary for an online store?

A good Why buy from us page should help clear any lingering doubts in a customer’s mind that buying from your online store is difficult, inconvenient and not worth their time.

In order to achieve that, an excellent copywriter (such as the one you’re going to become) first needs to understand the customers’ motivations i.e. whether they’re buying for practical reasons, entertainment, vanity, or perhaps some other reasons.

When you know their major concerns and why they’re buying, you can easily address these successfully in a Why buy from us page.

So, let’s learn about the characteristics of a top-quality Why buy from us page by comparing and contrasting some of the already existing pages of online stores. But, before that, we’re just going to briefly highlight the importance and benefits of such a page.

So, here we go!

The Importance and Benefits of a Good Why Buy From Us Page

A Why buy from us page is a store’s sometimes first and sometimes final pitch to their prospective customers. If you did your work right, other pages on your employer store’s website have already answered the questions of what you can provide the customers and why the customers can trust your team.

Then, the Why buy from us page is where you drive home the point that buying from you will be an experience the customers will NOT regret.

That page is another chance for eCommerce store owners to establish themselves as trustworthy but – more importantly – this is where they emphasize how convenient and pleasant the experience of shopping with them can be for the customers.

Remember that your Why buy from us page should present the viewer with a list of reasons why shopping with you is to their benefit. More about this list a bit later.

Take care not to be boring by using positive and upbeat language and include interesting images to keep their attention.

Above all, make sure the layout of your page is attractive, clear and easy to read.

Now, it’s time to illustrate these points with some good and bad examples so that you as a copywriter can quickly grasp how to write a Why buy from us page that sells more.

What Should an Exceptional Why Buy From Us Page Look Like?

Anything but an exceptional Why buy from us page is very likely to miss its point. Fine, you got it. But you still don’t know what such an extraordinary page is supposed to look like, right?

You’re about to find out the answer to the question above. Just take a close look at all the content and examples to follow.

Carefully observe and absorb the inestimable information presented in this lesson because you’ll probably be proud of your knowledge and success once you get the chance to demonstrate your skills to your future employer. Shall we talk more about how immensely rewarding it could be? Doubt it.

So, let’s start. First, we’re going to show you some disastrous examples, and move gradually to those better ones. Ready?

Example #1

Shoptronics is trying to tell us how trustworthy they are and how reliable their deliveries are using graphics, which is OK but…

Many stores will actually offer a money-back guarantee, so it’s NOT a compelling reason to buy, just something that can make a customer feel a bit better.

Lightning fast shipping is also OK but it actually sometimes (if not often) doesn’t happen in practice, so be careful with it…

Then, full manufacturer direct warranty is also nice to offer, but wouldn’t you, as a customer, be thinking what exactly that is in this case – a week or two years, perhaps?

Furthermore, a customer may think:

‘Alright, I feel a bit better about this company, but they’re nothing special. They offer what a vast majority of other stores do, so it’s not a big deal. There’s NO real difference.’

Is that the effect you want to achieve? Certainly NOT.

The truth is that you should tell the customers what’s totally different about your store that will actually make people buy from you. That’s the trick with this page!

This outdated example does NOT give the reader solid reasons for buying which are different from competitors, thus missing the key points of a good Why buy from us page.

Example #2

Another really bad example of a Why buy from us page is Pillow Talk.

As it can be noticed at first glance, it’s really difficult to read because of the big blocks of text. The text simply runs on and on with nothing for the eye to grab onto. It’s also bad, but let’s see what they could have done to improve it.

Just a few changes such as these would be enough for a completely different effect:

Adding subheadings to foster skim-reading
Adding bullet lists
Highlighting the important phrases using bold, italic, or CAPITALS
Adding icons or pictures of e.g. a friendly person, or anything else suitable to reinforce whatever’s being said

Remember all those tips and tricks about formatting content for the web we were talking about in the Blog post basics series of lessons within the Introduction to eCommerce blogging?

However, the only thing a reader can see here is 4 to 5 blocks of text talking about something most of their competitors will offer, as well. There’s nothing that helps them truly stand out from the rest of the crowd – thus NO real reason to buy from them precisely.

Example #3

Optics Central is another not-so-shiny example of a Why buy from us page.

You may wonder why since it’s got colored subheadings which make it easy for skim-reading. There’s also the link to their price match policy, which is a great reason to buy from that company.

So, what’s wrong, then? Here’s what.

You’ve probably noticed the ridiculous tiny icons which serve absolutely NO point.

How could it be different? Instead of a tiny icon it would be better to show something colorful and with a flag or happy people, for instance. Remember – add more visual information but make sure it’s highly relevant and valuable!

In addition, when you check out the mentioned link to their price match policy, you’ll notice there’s too much to read about. Those caveats may be great. What’s more, an average customer might check them out, BUT they probably would NOT bother with reading all that in detail.

Thus – the point missed here! You see?

We bet you’re a bit fed up with all those bad examples and looking forward to seeing what it’s all supposed to be like, right? A little bit more patience, please. Here it comes!

Examples #4 and #5

Now let’s compare Cuffed with Gazebos Australia to see how a great Why buy from us page can mean the difference between someone making a purchase and someone NOT making a purchase.

The Cuffed Why buy from us page is slightly better than our previous three examples because it at least uses a bullet list and capitals to allow people to skim-read quickly.

Then, live stock status is also a good thing to include on your Why buy from us list of reasons.

You wonder why?

Well, sometimes when you order online and they don’t have the product you ordered, it means that you’ll have to wait for e.g. three weeks or more, which is annoying. That’s why this information may come in handy.

Moreover, it’s even better to have an animation that shows a livestock status diagram, which doesn’t actually have to be real, just to present visual information. There’s something like a live sales map on Gazebos’ page, which shows the sales currently happening.

People are really motivated when they see somebody else is already buying from an online store and it also gives them a sense of security about why they should buy.

Another thing included in both example pages is saying the customers they’re local. But how?

A lot of other stores claim to be local, so what’s a big deal about it? Why is Gazebos store different?

Well, is it NOT enough only to say ‘We are local’ like you can see in the Cuffed example, of course.

SHOW it on a map and give that visual connection to the viewers just like Gazebos Australia did. That’s why they differ from the rest! That’s why they’re much better! Yet, what they did is no nuclear physics, right?

Now, let’s see what else you can learn from this Gazebos page.

Another thing they’ve done well is that they’ve reiterated what the product they sell is (with a photo of a gazebo) and that they know their products well. They’ve also pointed out that they genuinely care about their products and customers, as well as that they’ll be here for them in the future.

We’ve already mentioned the use of visuals and graphics to show they’re local and reliable. More about the specific graphics a bit later.

In addition, they make great use of little things like that photo of a girl on a computer behind the scenes. Again, you see nothing special here?

Here’s the secret.

It doesn’t even have to be a real photo of you or your team members, just anyone looking like that might be one of you. However, the message the photo conveys is strong:

‘We’ll talk to you behind the scenes. We’ll pay attention to you. We’ll be there for you.’

Simple, yet so powerful, don’t you agree?

Furthermore, it’s always a brilliant idea to include a photo of your team because by looking at it a customer will probably think:

‘Look at how many people work there! This is not just a one-man band in the back of a garage, but a really serious team. Then, how could I go wrong buying from these people?! They all look nice and professional.’

That is the reassurance you want to provide!

Then, the use of those icons and subheadings at the bottom of the page is quite a lively and catchy way of presenting all that information.

As you can see, their page is pretty interesting and visually appealing because there are lots of things going on, so it’s far superior to any of the previously mentioned examples. It’s because you can see that these people have really put in some effort in creating their page, unlike the others we’ve analysed so far.

All in all, here’s what you MUST remember based on everything previously said.

If you create really fantastic, persuasive, and compelling reasons to buy, than people are more likely to do that and then your conversion rate goes up. It means your store makes more money and that’s why a great Why buy from us page is proven to be particularly significant and useful for every eCommerce website.

Got it? Great!

Now, let’s dive into more details, shall we? We’re not even close to exploring all the valuable examples.

Decide on a Visually Interesting Layout

Every eCommerce store needs a distinctive look and feel that should carry on throughout the store – the Why buy from us page should be NO exception.

Firstly, it’s highly recommendable to make it a completely separate page instead of scattering a few reasons with icons showing why customers should buy from your store all around the website or even incorporating few of them into any other page.

Secondly, this page has to be interesting and catchy! You can achieve that by using various attractive, relevant, and valuable icons, pictures, graphics, or any other visuals that reinforce the statements you make on the page.

Thirdly, make sure the colors and fonts you decide to use are clear and readable. You want people to be able to get answers to questions from your Why buy from us page so you need the information on the page to be crystal clear.

Moreover, don’t underestimate the power of subheadings, bold text, or bullet lists. They’re among your best friends when it comes to readability of any web content, remember?

Also, if you already have a basic template or theme for the store, you should use it in your Why buy from us page.

Last but not least, always make sure that all links, graphics and videos you use work and load quickly. You want people to find out what they need from your Why buy from us page, not leave in frustration, right?

Now, when you know the main characteristics of an excellent layout, let’s see some examples.