Your words · Messaging
Buzzwords make your claims harder to believe
Words like 'cutting-edge' and 'world-class' get skipped over, and they make people trust what you say less.
- Applies to
- every page
- Typical severity
- medium
- Effect on conversions
- medium
- Effort to fix
- Quick to fix
What to look for
Several clichés or buzzwords (cutting-edge, world-class, innovative, next-generation, seamless, game-changing, leverage, synergy, solutions) without concrete backing.
What good looks like
Buzzwords are rare and claims are concrete.
How to fix it
Swap each buzzword for the real thing it means, e.g. 'world-class service' becomes 'same-day call-outs'. Or delete it.
Based on
- Writing-for-the-web research
- Plain-English writing guidance
Related checks
Your wordsYour page lists features, not what customers getPeople pay for results, not features. If they can't see what's in it for them, they're less likely to get in touch.Your wordsYour page doesn't say why someone should pick youIf your page could belong to any competitor, people have no reason to choose you over the next search result.Your wordsYour page talks about you, not your customersPeople care about their own problem. If every line starts with 'we', they have to work out what it means for them.
Does your site pass this check?
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