Case Study
A European automotive marketplace’s seller solutions page
A spec rewrite of the seller-facing page for a European used-car marketplace. The page already has strong material, particularly around the scale of its buyer network and a distinctive pricing guarantee. The rewrite brings the commercial value forward, reduces generic phrasing, and speaks more directly to a dealer deciding how to sell used cars through the platform.
The original headline leads with how the company wants to be perceived rather than with what the dealer can actually do through the platform.
A dealer arriving at the page wants to know quickly what is available to them. The scale of the buyer network is the most concrete claim on the page, but it originally appears further down. The revision moves it into the headline, where it gives the reader an immediate reason to continue.
Before
After
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After
The original promises better results without explaining how those results are achieved. After reading it, the dealer still does not know what the platform does on their behalf.
The revision supplies the mechanism in plain language: the team finds buyers and handles the sales process.
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After
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The Guaranteed Minimum Price is the page’s most distinctive claim, but it originally appears as the fifth bullet after more general statements about buyer scale and support. It is also attached to an unrelated sentence about requesting information.
The revision moves the guarantee to the first position and reduces the list from five points to three. The buyer-count claim moves into the headline and team support into the subheadline, where both are easier to notice. The generic “smart digital solutions” line is replaced with practical details about secured payment and arranged transport.
Before
“Strong buyer base across all important car categories and fuel types.”
“Dedicated buyer team that assists with the sale of your cars across Europe.”
“Smart digital solutions with services tailored to your needs.”
“Our Guaranteed Minimum Price service enables you to trade in any car without price risk and increase your profit. Requesting more information is easy.”
After
“Buyers for every major car category and fuel type, across 12 EU markets.”
“Buyer payment is secured before the car leaves your lot, and we arrange the transport from there.”
Before
“Strong buyer base across all important car categories and fuel types.”
“Dedicated buyer team that assists with the sale of your cars across Europe.”
“Smart digital solutions with services tailored to your needs.”
“Our Guaranteed Minimum Price service enables you to trade in any car without price risk and increase your profit. Requesting more information is easy.”
After
“Buyers for every major car category and fuel type, across 12 EU markets.”
“Buyer payment is secured before the car leaves your lot, and we arrange the transport from there.”
The original heading makes a broad statement about business acceleration, but does not prepare the reader for the four specific selling options that follow.
“Move your used cars faster” gives the section a practical outcome. The subheading is also tied directly to the cards beneath it: each option represents a different way of selling a different type of car in the dealer’s stock.
Before
Subheading: “Based on your needs, we’ll create a custom solution helping you grow your sales and profits.”
After
Subheading: “A tailored selling solution for every car in your dealership.”
Before
Subheading: “Based on your needs, we’ll create a custom solution helping you grow your sales and profits.”
After
Subheading: “A tailored selling solution for every car in your dealership.”