Your words · Messaging
Your product names mean nothing to newcomers
New visitors don't know your own product names. If they can't tell what something does, they skip it.
- Applies to
- every page
- Typical severity
- medium
- Effect on conversions
- medium
- Effort to fix
- Quick to fix
What to look for
Navigation, feature lists or product copy use branded or internal names, codenames or acronyms without saying what each does.
What good looks like
Any branded names are paired with a plain description.
How to fix it
Put a plain description next to each product name, e.g. 'Pulse: live sales reports'.
Based on
- Established usability heuristics #2
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 wordsBuzzwords make your claims harder to believeWords like 'cutting-edge' and 'world-class' get skipped over, and they make people trust what you say less.
Does your site pass this check?
AgoraScan checks this and the rest of the checklist on your pages, with screenshots of anything it finds. The first scan is free.