You’re interesting person. You always try to write good texts for your selling pages. You are honest, frank, witty, original … But some kind of mistake all the time sneaks into your texts, destroys all efforts and reduces the conversion rate? That happens. And for sure you have already gone through thousands of reasons for such bleak results.

But maybe the point is … in one wrong word? In one phrase that kills the whole text? Today I have prepared a list of words that you must stop using in your texts. Right now.

You will be surprised, but on this list …

Part 1. Nonsense


Some words are used so often that no one perceives them. They add suggestions but make no sense. And if you take away the reader’s time, at one moment he will click “back” or “close”, and you risk losing him forever. I think this is not what you are seeking. Therefore, study carefully and remove from your texts …

Words without meaning:

  1. “Market Leader”. Which market do you mean? On the Internet, I see so many “leaders” that it is simply amazing how someone else wants to classify themselves as one of them.
  2. “The best of its kind.” If you do not have research to prove such words, throw out this phrase.
  3. “World class”. Is your product really one of the best in the world? And what does this confirm?
  4. “Advanced” (and synonyms). Do you mean that you invented something new and progressive? Not? If so, give arguments. And if “advanced” just sounds beautiful, throw out that word.
  5. “First-class” or “by the best standards.” Have you ever seen second-rate products? A lower quality? Then why are you writing this?

Instead of filling your sentences with empty phrases, explain why your products and services are so good, why is it important for a person to buy them? How will this make the customer’s life better? How will this solve his problem? Will the customer be happier?

See an example of a description of one of our programs. Please note that we are not saying that it is “advanced”, “best of its kind” and “world class”. We specifically show why with the help of this program the client will be able to achieve phenomenal results. Agree, this is more significant than all the beautiful epithets:

Part 2. Trust


Yes. You are launching a new product and cannot wait for the whole world to know about new opportunities. But how to share this with the audience and not overdo it with enthusiasm?

There are seemingly strong words that are used so often that they no longer inspire confidence. Among them:

  1. “Breakthrough.” And you do not exaggerate your contribution to the history of mankind?
  2. “The next generation.” It’s logical that your product is new and all that. No one ever offers customers past-generation products. So why talk about it?
  3. “Innovative”. 95% of entrepreneurs do not understand what they mean when they say that their product is innovative. Why not just tell what he is doing?
  4. “Revolutionary” and “innovative”. What are you discoverer of? How will your product revolutionize? Do not know? Then you understand what needs to be done with these words.

Instead of using this nonsense, tell your customers specifically what is new in your product and, most importantly, what is the use of it for them.

So, for example, Apple describes a new, improved camera on the iPhone 5s selling page:

A large sensor allows individual pixels to become larger. And large pixels are no more than pixels, which means that the image is better. iPhone has a new 8 megapixel sensor. It is 15% larger than before, with pixels of 1.5 microns. We also increased aperture, which increases photosensitivity by 33%. This is important because a large amount of light gives a brighter image and accurate color reproduction. And the new True Tone flash always knows exactly how much light you need for each shot.

Notice how Apple’s copywriters accurately described the camera’s light sensitivity. These facts are reliable. But for buyers who are not tech savvy, they say nothing. And Apple explains why these numbers are important to the customer. They turn features into advantages.

Part 3. Insincerity


Visitors will feel even the slightest hint of insincerity on your landing page. Therefore, praise yourself with caution. Use words of praise only in the following situations:

You have explained why you offer fast or better service;
You quote reviews, research results and name specific numbers;
Do you cite any other evidence why your product is the best the customer has ever tried. Let your existing customers boast on your behalf.
We always use feedback from training participants on our landing pages. One of the best evidence for even the most skeptical visitors:

But be careful, busting with praise can, on the contrary, play a trick and reduce trust.

How not to overdo it with enthusiasm for yourself? Ask yourself the right questions. For example: “Are my hairdresser services really the best in Kiev?” This question makes me behave more modestly.

Avoid expressions of a seller who is only interested in big profits. What phrases represent this attitude?

  1. “Most,” “all.” For example, “Most car owners use this product.” Sounds too arrogant.
  2. “Amazing”, “Amazing”, “Fantastic” and the like – remember that I spoke about the words from Part 2. The trust described above? These words are subject to the same rules.

Part 4. Empty promises


When a potential client, reading your text, begins to mentally mumble “Yes, yes, yes,” you lose it.

And this happens whenever you use common phrases. Such as “high quality product.” Have you ever seen a site offering an “average quality” product?

To avoid this reaction, remove the following phrases from your landing page:

  1. “Fast delivery.” Customers prefer to know exactly how long to wait for an order.
  2. “Superior quality” or “high quality products”. If your product is of high quality, explain why. Thanks to the material? Or a manufacturing process? Or is it just the moon today in the right phase?
  3. “High quality customer service.” Explain why your service is so good. Do you resolve complaints within 20 minutes? Do you work around the clock? Do you have a guarantee?

Part 5. Simplicity


Website visitors are in a hurry. They should have time to learn the news. They want to quickly browse an interesting blog. They should like the latest photos of cats on Facebook and Vkontakte.

We are all busy. Therefore, your task is to make the text as simple and understandable as possible. Remove these words:

  1. “Use”. In most cases, this item is skipped. And they return to it only when something does not work 🙂 But there is an instruction for this! So why take the time from a visitor who has not even decided yet, should he buy?
  2. “Facilitate.” Why not replace it with a “solve” issue?
  3. “Very,” “in fact,” “total,” and other dialects. Adverbs are needed. But they slow down the reader on his way to the end of the page (and to the decision to purchase). Remove the words without which the sentence does not lose its meaning, and you will see that it will become easier to read your text.

Use simple words instead of complex ones. Avoid special terms. Lighten your text.