Your Website Should Promise What Your Team Can Deliver

When the website and delivery team describe the service differently, establish which promise the business is actually prepared to keep.

Your website promises a quick response. Does that mean acknowledging an inquiry or resolving the problem?

If the team understands the promise differently from the customer, someone may be expected to deliver a service the business has not agreed how to provide.

The FTC’s advertising guidance says claims must be truthful and supported. It considers both direct claims and what a reasonable reader may understand from them. For a service business, that makes the delivery team part of the copy review.

Ask the people doing the work

Choose a service page and identify its commitments. Look at response times, availability, included support and claims about results. Ask the team what each promise means in practice and what they need to keep it.

Acknowledging a problem is different from fixing it. Access to help does not explain how much work is included. Agree what the service provides before looking for more appealing words.

Find out what needs to change

If the team already agrees on the service, a clearer page may be enough. A capable writer or your existing website team can help explain it.

If people disagree about what is included, the work starts with the offer itself. Decide what you intend to provide, who is responsible and what delivery needs to change.

Altvina’s Blueprint helps identify the bottleneck and decide what to do first. It is a fixed-scope, fixed-fee diagnostic with a prioritized roadmap. Website rewrites and implementation are separate work.

Your own team, outside specialists or Altvina under a separate scope can carry out the next steps, depending on what the review finds.

Start with a promise customers ask about

Bring the service page and a recurring customer question into the same conversation. Decide whether the words, the delivery or both need to change. Make sure the people answering customers know what has been agreed.

If the discussion reveals a wider problem you want help understanding, a Fit Call lets us discuss the need and whether Altvina can help.

More from this week

This piece stands on its own. Here are this week's 5 pieces:

• Monday: Extra Work Can Become an Unplanned Discount
• Tuesday: Leave a Job With Relationships You Can Keep
• Wednesday: Your Website Should Promise What Your Team Can Deliver (this post)
• Thursday: Before You Accept, Ask How Success Will Be Judged (coming Thursday)
• Friday: Ask What You Lost Before You Change the Price (coming Friday)

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