When I decided to embrace my Ethics and Values and make them a part of my sales copy, I had to rewrite a lot of my website copy, and I honestly had no idea how to do it. It turns out, apart from some vital keywords that needed to be weaved in, I had already crafted pretty transparent and honest copy to start with.
Why bother writing ethical sales copy?
In an age where consumers are more informed and discerning than ever, ethical sales copy is not just a moral imperative but a strategic advantage. Ethical sales copy builds trust, fosters long-term customer relationships, and aligns with the growing consumer demand for transparency and integrity.
And so, here’s my guide on how to craft ethical sales copy for a website in the UK that resonates with your audience and upholds your brand’s values.
1. Understand Your Audience
Like any website copy, the foundation of ethical sales copy lies in a deep understanding of your audience. Knowing their needs, preferences, and pain points allows you to address them genuinely without resorting to manipulative tactics.
Conduct thorough market and competitor research, engage with your audience through surveys, social media, and direct interactions, and create detailed buyer personas. This understanding will help you tailor your message to meet their expectations honestly and effectively. If you’ve never built a persona before, Hubspot have a great free tool to help.
Don’t forget about diversity when building a persona, and consider using diverse imagery on your website to compliment your copy.
2. Be Transparent and Honest
Honesty is the cornerstone of ethical sales copy. So avoid exaggerating the benefits of your product or service and instead, provide clear, accurate information about what customers can expect – this includes fees if you feel it’s right to advertise fees on your website. Read our blog on this here.
Transparency builds trust and reduces the likelihood of returns, complaints and dissatisfaction. Include details about pricing, shipping costs, and any terms and conditions upfront. If there are any limitations or potential downsides to your product, disclose them openly. For example, if a skincare product is not suitable for certain skin types, mention this clearly. If there is a shipping charge, tell them there will be an additional shipping charge – read our blog on shipping best practices here.
3. Focus on Benefits, Not Just Features
While features describe what your product does, benefits explain how it improves the customer’s life. Ethical sales copy focuses on benefits in a way that is honest and relatable. Explain how your product solves a problem or fulfils a need. Use real-life examples and testimonials to illustrate these benefits authentically. This approach ensures that customers understand the value they are getting without feeling misled by vague or exaggerated claims.
4. Use Clear and Simple Language
Ethical sales copy should be easily understandable. Avoid jargon, technical terms, or complex language that could confuse or mislead customers. Write in a conversational tone that reflects your brand’s personality and makes your message accessible to a broad audience. Clarity in communication helps in setting the right expectations and reduces the chances of misunderstandings, and your customer’s don’t think that you’re trying to blind them with science. If you have to use technical terms, then explain what they are early in the document or link to a jargon dictionary to make it easier for the customer.
5. Highlight Social Proof and Authentic Testimonials
Social proof, such as customer reviews and testimonials, can significantly enhance the credibility of your sales copy. Ensure these testimonials are genuine and reflect real customer experiences. Avoid fabricating reviews or selectively editing them to mislead potential buyers. Highlighting real success stories and feedback from satisfied customers can build trust and validate the claims you make about your product or service.
6. Avoid Pressure Tactics
High-pressure sales tactics, such as creating false urgency or scarcity, can drive immediate sales but damage long-term customer relationships and these days, customers are savvy to these types of tactics.
Ethical sales copy avoids these manipulative techniques. Instead, focus on creating a sense of value and relevance. If there is a genuine time-sensitive offer or limited stock, communicate it honestly without exaggeration. Allow customers to make informed decisions without feeling rushed or coerced.
7. Provide Valuable Content
Ethical sales copy often extends beyond the product/service description to include valuable content that educates and informs the customer. Blog posts, how-to guides, and FAQs can provide additional context and help customers make informed decisions. This approach not only demonstrates your expertise but also shows that you care about your customers’ experience and success with your product. Valuable content is also really good in helping your website rank better, as more people will visit and read your content, spending longer on your website.
If you are considering implementing a paywall for your content, either through a subscription model or by requiring email sign-ups for newsletter access, both strategies offer long-term marketing benefits. However, it’s essential to clearly communicate the value exchange: what readers will receive in return for their payment or email address. Avoid using the term “free” when describing email sign-ups, as users are providing valuable information – their data – in exchange for content.
8. Respect Privacy and Consent
In the UK, data protection laws such as the GDPR (General Data Protection Regulation) place strict requirements on how businesses collect and use personal data. Ensure your sales copy respects these regulations by being clear about how customer data will be used. Obtain explicit consent before adding customers to mailing lists or collecting personal information. Include easy-to-understand privacy policies and provide options for customers to control their data.
9. Emphasise Ethical Practices and Sustainability
More consumers are prioritising ethical and sustainable products and services from providers. Highlight your company’s commitment to ethical practices, such as fair trade, eco-friendly production, or charitable contributions, in your sales copy and policies. Be specific about your efforts and avoid vague claims that could be seen as “greenwashing.” Providing certifications or endorsements from reputable organisations can further enhance your credibility.
10. Continuous Improvement and Feedback
Ethical sales copy is not a one-time effort but an ongoing commitment. Regularly review and update your content to ensure it remains accurate and relevant and try not to fall back into unethical tactics or techniques which is easy to do when you constantly see others using them.
Do encourage customer feedback and use it to improve your products and services where you can. Being responsive to customer concerns and making adjustments based on their input demonstrates a commitment to continuous improvement and ethical business practices.
11. Get help when you need it
Writing ethical sales copy for a website involves a blend of transparency, honesty, and a deep understanding of your audience. By focusing on genuine benefits, using clear language, avoiding manipulative tactics, and highlighting your ethical commitments, you can build trust and foster long-term relationships with your customers. In an increasingly transparent digital world, ethical sales copy not only enhances your brand’s reputation but also aligns with the values of today’s conscious consumers.
However, if you need help with this, I recommend looking for an Ethical Copywriter – especially one that niches in your business industry. There are loads of great copywriters out there that share the same ethics and they’d be happy to give you a quote, whether you need just a smidge of help or the whole copy writing. The Organisation for Responsible Business (ORB)‘s directory is a good place to start to look: https://theresponsiblebusinessdirectory.co.uk/ or the Better Business Network has a great Slack channel to network with other members.
I also recommend reading more about The Ethical Move pledge which can be found here: https://theethicalmove.org/pledge/
