Your return policy is read before the purchase, not after it. Someone weighing up a jacket they cannot try on scrolls down to find out what happens if it does not fit, and what they find decides the order. Most…
Most clothing brand FAQ pages answer questions nobody asked. Where we source our fabric, what our mission is, why we started. Meanwhile the customer wants to know whether the medium runs small and when the parcel arrives. A good FAQ…
Poor fit accounts for somewhere between 50 and 75 percent of all online clothing returns, making it by far the single biggest driver of returns in the entire category (CORDIS). A clear, genuinely useful size guide is one of the…
Nobody visits a clothing brand website hoping to read a return policy. Yet the moment a customer hesitates before checkout, that page suddenly becomes one of the most important on your site. A strong clothing brand website runs on a…
A new visitor decides whether to stay on your homepage within seconds, long before they’ve read a full sentence carefully. That means homepage copy has a different job than any other page on your site: it has to communicate instantly,…
Most about pages get written once, early on, and never revisited. That’s a missed opportunity, since the about page is often where a genuinely interested customer goes to decide whether they trust you enough to buy, especially from a brand…
A customer reading a product description can’t touch the fabric or try on the fit. Every question they’d normally answer by picking up a garment in a store has to be answered in a few short paragraphs instead, which is…
A beautifully designed product page with weak copy still loses the sale. Online, customers cannot feel the fabric, try on the fit or see the stitching up close. Your words have to do that job instead. Next to design and…
An investigation into rainforest carbon credits certified by Verra, the market’s largest certifier, found that the vast majority didn’t represent genuine, verifiable emissions reductions. A separate meta-analysis covering close to a billion tonnes of issued credits found that fewer than…
Knowing what not to say is only half the work. Once you’ve avoided the vague, unverifiable language covered in our guide to avoiding greenwashing, you still need to actually communicate your genuine sustainability work in a way that lands with…