The following is a guest post written by Judd Lillestrand, founder of ScripSmart, a website dedicated to simplifying gift cards. In it, he offers tips for merchants selling gift cards. The views expressed are his own.

We do a lot of research on gift cards at ScripSmart. When adding a new gift card to the site for scoring, our first stop for information on the program is the the merchant’s website. Surprisingly, the range of information disclosed varies greatly from merchant to merchant. Here’s a list of 10 points we’d like to see every business who sells gift cards disclose:

1. Gift Card Terms – A dedicated webpage to communicate the current terms and conditions of the gift card program. The Terms should cover many of the points listed below. See Target’s Gift Card Terms for a good example of a simple, yet comprehensive Terms webpage and Apple’s iTunes Gift Card Terms for a more lengthy version.
2. Prominently Discloses Fees and Expiration – And if there are no fees or expiration dates, use it as a selling point by touting the ‘No fee, No Expiration’ on the same page where customers can buy the gift card. I see companies miss this opportunity a lot and it’s a  simple fix. If you are selling a gift card with fees or an expiration date, let people know about it up front; it will save you a negative customer experience down the road.
3. Gift Card FAQ – Dedicate a webpage with common questions people ask about the program. This is often similar to the Terms webpage, but written in a consumer friendly manner. See Disney’s Gift Card FAQ for a good example. A good FAQ can save your company a lot of time and help make the potential customer feel comfortable with the purchase.
4. Balance Inquiry – What are the options for checking the balance: phone, online, in-store? Don’t just refer to the back of the card for more details, such as the phone number.
5. Replacement Policy – If a gift card goes missing, is it replaceable? If so, what does the gift card holder need for a replacement? Include contact information for the group responsible for managing such requests.
6. Usage Restrictions – Are there any restrictions for use? If so, disclose them all. Some examples we see: accepted at participating  locations, not valid for shipping, not valid for payment on a charge account, not accepted in-store, and so on.
7. Return Policy – Can gift cards be refunded for cash? Also, if an order paid for with a gift card is returned, how is the money transferred to the customer? For example: back on the original gift card, store credit, or cash refund.
8. Also Redeemable At – Is the gift card redeemable at sister brands? If so, let customer know about it and position it as a selling point.  TJ Max, I’m looking at you.
9. Required For Redemption – Is anything else required for completing a purchase with a gift card. For example, the Amazon.com  Gift Card requires a valid credit card to complete the purchase even if the balance of your gift card coves the order total.
10. Card Issuer – What legal entity issues the gift card and what state is the company incorporated under?

Being upfront with your customers will pay dividends in the long run. If you believe disclosing information about the program will hamper gift card sales, it’s time to consider changing the program to make it more appealing for your customers.