A Support Function Can Help Your Online Business Sell More

Four reasons why support can equal sales.

Clayton Moulynox
4 min readSep 10, 2022


Image created by the Author via DALL-E 2 based generation

If you’re a content creator who sells products or services online, you know that providing great customer service is critical to your business. It’s one of the most important ways to create repeat customers — turning one-time buyers into lifelong fans.

However, unlike most big successful software-as-a-service companies, content creators don’t often have an actual dedicated support function.

Sure, money-back guarantees, free lead magnets, freemium newsletter versions, invitations to online communities, and other similar offerings are great. But they’re not the same as having a fully bonafide support function.

There’s just something about a big “support” button on your website that screams, “we’re here for you, no matter what.”

Whether you’re playing the support function yourself or hiring dedicated support staff, it’s a level of commitment that tells your customers that you’re not just interested in making a quick sale — you want to build a lasting relationship.

But the commitment is well worth it. Having a support function can help you sell more in your online business. Here’s how:

It encourages a leap of faith

People are accustomed to support being available for services they pay for. Shopping on Apple.com? Rest assured that you can get help from the support option on the menu if you need it. Thinking about signing up for Adobe Creative Cloud? They have a support team ready to answer your questions as soon as you click that “help & support” button.

When potential customers visit a website and don’t see a support option, they can subconsciously feel left out in the cold. It can be a significant turn-off when it comes to making the leap of faith to purchase your products or services online.

It draws feedback from customers so you can improve the product

That cute little “support” or “help” button on your website can act like your customers’ personal therapist. Seriously. When people have a problem with something they’ve purchased, their first…



Clayton Moulynox

Experience-based commentary on startups, tech, biz & life. Consults & invests @ startupfoundationsbuilder.com & mxgrowth.com. Ex-Microsoft, Ex-startup unicorn