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Amazon grew its business into a retail giant through its customer service strategies, which it makes apparent on its website. Throughout its written copy, Amazon lets the customer know that the company has its back. If you want to illustrate that your brand’s level of client service is at the level of Amazon’s, you can accomplish this in the written copy your company uses.

Make Returns Obvious

In most cases, Amazon makes it easy to return something that you don’t want or don’t like. The company’s Returns Center is a section on Amazon’s website that lets customers know how to return an item and to start the process. Amazon’s policy is generous and written explicitly on the company’s website. There is no hidden fine print that customers feel takes advantage of them.

Tone is also an important aspect of Amazon’s return policy. Many companies take returns and customer satisfaction personally, which can only further inflame angry customers. Some companies write their return policy to protect the company’s bottom line, where customers must somehow defend why they expect a full refund on their purchase.

Amazon’s return policy is written more objectively. If you want a return, you can have it. It doesn’t matter why you want to return it. This language, without any defensive tones, demonstrates that Amazon stands behind its products and its customers.

Detailed Contact Information

Company websites sometimes hide the company’s contact information. Not only does this make customers question the legitimacy of the company, but it also adds a layer between customers and the company. Businesses that are proud of their products and services don’t hide from their customers. Amazon’s Support Options & Contact Us page is a perfect example of how Amazon appears available to customers through copy. This feat is even more impressive when you consider that Amazon’s customers only shop with the company online.

Appropriate Recommendations

When you log onto Amazon’s website, you’ll find customized recommendations. Sometimes Amazon’s site will say, “Here are some recommendations based on…” a purchase that you made. Even though these recommendations are automated, it promotes sales and makes customers feel valued.

You can incorporate this same strategy into your company’s overall marketing strategy. If you can set up website functionality that works from cookies to customize product options for website visitors, go ahead and do it. Your prospective customers will appreciate not having to search for what they are looking for.

If you cannot incorporate this functionality into your website, you can create broad recommendations that fit your target market. For instance, in a paid Google AdWords campaign that targets moms, you can make written recommendations and commentary that speaks directly to this group.

In a separate paid Google AdWords campaign that targets female fitness enthusiasts, you should use a different ad that more appropriately fits this market segment. This slight variation in copy could make a significant impact on your conversion rate.

Amazon is one of the most successful e-commerce websites in the history of the internet. While its unlikely that you’ll be able to have the search traffic of Amazon, you can certainly use the successful written strategies of Amazon. Use these as a starting point.