Policy pages are not housekeeping. They are sales copy in disguise.
When a shopper is on the edge of buying, the questions that stop them are rarely about features. They are about risk. How much is delivery Will it arrive when I need it What if it is not right How hard is a return Will you stand behind it Clear, human answers convert. Vague or hidden answers cause baskets to be abandoned.
Put the answers where the doubts appear
Do not bury delivery, returns, and warranty in the footer. Surface the essentials near the price and the call to action, then link to the full detail. The job is to reduce anxiety at the exact moment a thumb hovers over Add to basket. If a line of policy copy can remove a doubt, it belongs within eyesight of the decision.
Write delivery like a promise, not fine print
Delivery information should be short, specific, and local to the visitor. If you can show a window to their postcode before the basket, do it. Plain language beats logistics jargon. If speed is an option, present it without pressure and always tell the truth about cut off times.
Example microcopy
- Order by 2 pm for same day dispatch from Canberra.
- Standard delivery 3 to 5 business days. Express 1 to 2.
- Free delivery over 120. Calculated at checkout for remote areas.
Avoid hedging phrases such as typically and may vary. If there are known constraints, front up early and earn trust.
Returns that feel safe to use
A return is not a failure. It is part of a risk free purchase. Shoppers do not read a returns policy for fun. They are scanning for three things: who pays, how long, and what condition you accept. Say those three in one friendly sentence near the buy button, then offer the detail on a separate page. Make the process feel simple and digital, even if there is a label involved.
Tone to copy
- Try it at home. If it is not right, return within 30 days for a fast refund.
- Start a return in your account. We will book the pickup and keep you updated.
- Exchanges are free on sizing within 30 days.
If your category needs hygiene or custom made exceptions, state them without sounding defensive. People accept fair rules when they are clear.
Warranty that signals confidence
Warranty is a trust contract. A strong warranty line near the price often lifts add to basket on its own, because it reframes risk. Keep it brief and practical. Promise the outcome first, then link to the legal text.
Helpful phrases
- Two year warranty. Local support if you ever need help.
- We repair or replace faulty items at no cost. Simple.
- Batteries and filters covered for 6 months.
If you offer accidental damage cover or an extended plan, explain it in human terms. The point is not to sell an add on. The point is to say we stand behind this.
Keep tone human and consistent
Policies often slip into lawyer voice. Keep the same voice you use on the product page, then place a link to the full legal version for those who need it. Write in short sentences. Use everyday words. Replace may and subject to with exact conditions. If you promise response times in support, meet them. Policy copy only sells when reality matches the words.
Design for the scan
Layout matters as much as text. Pair each policy line with an unobtrusive icon so the eye catches it in a hurry. Use one or two lines of body copy at most above the fold, then a Learn more link to the full page. On mobile, keep the key promise visible as the page scrolls. A sticky bar that shows delivery window and returns promise can be worth real revenue.
Handle edge cases up front
If you do not ship to certain regions, say so early and offer an alternative. If bulky items have different timeframes, show those timeframes on the product page. If the return requires original packaging, write that plainly. Honesty about limits prevents unhappy conversations and keeps reviews clean.
Policy copy in the checkout
Repeat the essentials in the basket and the checkout so the reassurance travels with the shopper. Keep it calm. Do not let aggressive upsell blocks push the policy lines out of view. The final step should feel like the easiest step, not the most complicated one.
A quick policy polish checklist
- Are delivery, returns, and warranty visible beside the price and the call to action
- Do delivery lines include a real timeframe to the visitor’s location
- Does the returns sentence say who pays, how long, and what condition in one line
- Is the warranty stated as an outcome first, with legal detail one click away
- Do basket and checkout repeat the key promises without clutter
Make it safe to buy
Great policy copy is a sales assistant that whispers yes, you are safe to buy. Treat delivery, returns, and warranty as part of the product, not a footnote. When the promises are clear and the process is easy, customers move forward with confidence and come back with friends.
