Your words · Messaging
Your claims are too vague to convince people
People believe specific claims more than vague ones. 'Lots of happy customers' says less than a real number.
- Applies to
- every page
- Typical severity
- medium
- Effect on conversions
- medium
- Effort to fix
- Quick to fix
What to look for
Comparative or scale claims with no specifics: faster, cheaper, many, lots, leading, significant.
What good looks like
The main claims are specific (numbers, timeframes, named results), or the page makes few claims at all.
How to fix it
Swap vague words like 'fast' or 'lots' for real facts you can stand behind, e.g. 'We reply within two hours'.
Based on
- Writing-for-the-web research
- Web credibility research
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.
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