I’ve compiled the 101 words you should avoid using on your landing pages so they’re not diluted. These are words that may misrepresent your business, or make it sound like every other business in your customer's mailing list. To generate increasing leads and hit higher conversion ratios from your landing pages, avoid these words at all costs!
The original definition of 'unique' meant 'one of a kind'. It doesn’t offer any clarity. Elaborating the benefits of your offer will be more informative than using this word.
If your service was popular enough, you wouldn't have to use it on your landing page.
3. 100 % guaranteed
Replace this impossible promise with customer testimonials. In any case, you're going to have a long list of exceptional situations that may prevent you from delivering services 100% of the time.
Think about this word carefully. Unless you've just broken barriers to something entirely new, don’t use it.
This word/phrase belongs in a museum. It may have been the go-to word in 1993, but today, it just means some technology was involved, which is true in every business.
Unless you've employed the world's leading engineers and scientists to fashion your product, don't use this word either.
Einstein's work was revolutionary. The e=mc2 equation revolutionized physics and general sciences of the day. Is your business truly revolutionary?
8. Best/excellent customer service
Replace these bragging phrases, with real customer reviews.
'Very' is a filler that doesn't add meaning to your service. It only means what the following word means. For example, the phrase 'very friendly' can always be re-written as 'amicable.'
Similar to 'very,' this word is great for casual and real conversations. But it doesn't look good in text, especially on a banner on your landing page.
11. Actually (or in fact)
This word makes it sound like anything that was written before it may not entirely be true. All the features you mention on your landing page should be facts anyway, not subjective opinion.
Once again, honesty is implied when you're talking about your services, don't bring this word in to make other statements questionable.
It's a word that takes away conviction and purpose from your writing. Sentences like 'We just want to offer you.' etc. make it easier for customers to reject the offer because it doesn't give them that sense of conviction and urgency.
Everything is not equally obvious to everyone. You may sound condescending to a visitor for whom the statement may not be obvious.
If you need this word to clarify your offer or service, whatever you mentioned before it becomes unnecessary. The only context where this is necessary is if you have to breakdown a complex theory or principle into simple language. Your landing page should already have the second part, i.e., simple language.
These are mere fillers that audiences don’t pay attention to. It weakens the point you're trying to make.
Use the visuals and graphics on your landing page for this effect. Don’t just write the word and tell people what to think. Clever graphics can allow visitors to automatically visualize your product or service even as they read through the features and content.
Your visitors are most probably doing this anyway (even if unconsciously). Don’t use this word to confuse them further.
It's a fancy word which can always be substituted with the much simpler 'use'. Remember, when communicating with potential customers, sometimes simpler, is better!
We agree that this word can be useful in some contexts. But normally, a simpler word like 'help' can make communication faster.
This word is more appropriate in an academic paper than on a landing page designed to attract sales. Words like 'near' and 'close' will get your meaning across more easily.
The result is the end, and whatever remains, in the end, is the result. Avoid unnecessary expressions like this one.
23. Click here
No one likes being told what to do. If your write-up was attractive enough, they would click without being asked to.
To most people, this word implies a lack of value or quality. Don't use it to describe your services.
This word reminds readers of what spam is, and no matter how creatively you use it on your page, the word itself will turn readers off.
Registration forms and login forms often have this word as the action button. Research has shown that it’s not conducive to good conversion rates.
Too formal, replace with 'but.' Your landing page needs readable and cohesive content.
Don’t use this unless it's a Cambridge essay.
Begin a new point. Don't continue a sentence using this word.
This word takes value away from the service, making it sound like an inferior add-on.
Simply not suitable landing page language. It sounds lazy and repetitive.
All institutions are result-oriented. What are your results? Be specific.
Give details. What kind of market do you lead? And how?
This simply comes off as bragging. Has there been an international competition where your business proved itself better than every other competitor in the world? If yes, then you can use this tag.
Don't use this unless you have unbiased research showing you're the best among similar competition.
If your business is legal, it has to be industry-standard anyway. No one will admit if their products don’t meet industry-standards.
There's no business out there who will claim their products are second-rate.
38. Next generation
You want your products to appeal to this generation. Not just people from the future. People are regularly being made to feel like they don't belong in this generation or the next. Don't participate in this exclusion.
Unless your product is an invention that changed the whole industry, avoid this word.
This word is so overused that nothing amazes us anymore. Only use this word if your product or service will leave your customers nothing short of being amazed.
This word actually means the 'last' in a series. People seem to think it means the best. Don't use it in your ads, unless your product is the last of a collection of products being released in a series.
Let your customers use this word to describe you. Using it for your own services makes it appear like you take a little bit too much pride in what you offer.
Unless your visitors are going to be stunned and unable to read further, this word is excessive. The exception is if your business deals in jewelry and precious stones.
Delivery dates range from customer to customer. Avoid this blanket term.
Be specific about what makes your product superior.
This belongs in a high-school physics textbook.
Third-world Governments try to 'alleviate' poverty. Your landing page needn’t use this word.
Nobody believes phrases like this unless it's coming from a scientific journal.
Can you guarantee that no one else can make this offer in the customer's lifetime? Think about it.
Nothing is perfect, as your customers will soon see. Discrepancies happen. Don't set yourself up for what you can’t deliver.
Nike has already overused this word beyond recognition.
Unless your business is about to cure cancer, don't oversell it.
Excessive value to your own initiatives.
Vague and unclear. Explain what it is you're transforming.
Successful business plans are always replicated. Don't mention this.
Your visitors aren’t cartoon characters.
Is your business magical? Enough said.
Elaborate on what new features you’re introducing, without sounding like click-bait.
No business tries to bring about war or developments that try to end the world. Don't let this be seen in your landing page.
Similar to the previous one, it's not suitable for sales and services.
Use this word in your sales meetings, not on your landing pages.
This is a great word for corporate communication. But not great for visitors.
Stay away from this word! All businesses are trying to make a profit. Using the word makes it sound like you're only there for the profits, even if you're offering it to someone else.
This word reminds you of sales and profits. Your potential customers don’t need to hear it.
65. Hidden gem
Expressions like these belong in fairy-tales, not on your landing page.
Unless you're reaching out to people specifically concerned about bandwidth, it tends to make visitors lose interest.
There’s a reason why this word sounds like 'Problematic.'
This is vintage sales lingo that has gone past its prime. No one uses it anymore.
Don't use this phrase unless you're a Ponzi scheme trying to lure in gullible investors.
The customer is at your landing page, sensing an opportunity. Don't explain the obvious.
Vague derivative of the word 'action.' What actions will you take? Specify them.
In today's world of social media and connectivity, everyone wants their content to be viral. Too bad the word itself doesn’t make it viral. It acts more like a virus killing potential leads.
This word is overused in the corporate world. Expand it to include what you mean.
If we had a penny for every time we saw this word on a sales ad, we wouldn't need more sales.
This word is so overused its meaning is no longer as desirable as it used to be.
Majority of your visitors may not even know what this word means.
This phrase is vintage sales talk. Sales-savvy customers will immediately find it suspicious.
78. Buy now
It makes your page look lazy.
Specify the quantity, size, or amount you mean.
This word immediately implies 'profit' for businesses and can seem unreliable to consumers.
When everything is special, you'll find that nothing actually is.
Seen everywhere on social-based businesses. It repels more sales than it attracts.
Similar to 'huge', you can shed more clarity by specifying how massive your offer or service is.
A slang term that means 'close friends' or 'family'; businesses need to stay clear of this word.
Another slang word popular among millennials; if misused it will bring more embarrassment than sales.
Another slang word that could mean anything from a dance move to a move you'd make on a bike. There may be other areas where you need to reach out to teens or millennials specifically, but your landing page should avoid misusing these tricky words.
This slang word is used in a variety of expressions that makes it inappropriate for your page.
An acronym that supposedly means Laugh Out Loud, although no one seems to be doing it when using this slang. Using it in the wrong context will make your page look dumb.
Another acronym that’s supposed to mean 'Greatest Of All Time.' It's a superlative expression that businesses will be tempted to use, but you need to steer clear of this slippery slope.
Another popular slang that may look like it will sound good in writing. But your landing page is not the right location.
Whether you're promising service or delivery, sometimes things don't happen instantly.
Another word like 'instantly'. These words set you up for deadlines and speed of services that you may not live up to. Attracting new customers is one thing, but coaxing them into building unrealistic expectations will definitely hurt you in the long run.
A word that makes it sound like your other services are below par.
Not the worst word on this list. You can definitely use it in offers that have an expiry date. But the danger is in overusing it.
Everything you offer or sell should be products that are verified to be real, true, and in working condition. Using this word make it sound more suspicious.
No one likes to hear this word (except economists, maybe). It reminds you of business parameters that can bore the life out of customers.
This expression is an attempt at clever advertising that doesn't work too well, especially on observant customers. Business transactions usually involve obligations. Customers who ordered are obligated to purchase (unless it's a defective product). Your business is obligated to fulfill the promises made on a landing page. Business is largely about honoring obligations.
Don't use this expression unless you are a puppeteer who has invented a mysterious way of controlling your puppets without strings (in which case, you can also use words like 'revolutionary,' 'groundbreaking' 'world-class').
Employing magicians and wizards are we? Stick to real life possibilities.
In the course of closing your sale, there are always questioned exchanged between customers and business owners. These questions range from basic stuff like a customer’s email or identification, to more detailed stuff like exact features of the product or service, etc.
If it were truly confidential, it wouldn't be on your landing page.
So there you have it, one hundred and one words that simply don’t go well with the content and intention of a landing page. Remember, some of these words are ideal for other areas of communication, or in reaching out to specific business communities or niches. I leave it to you to decide where else they can be useful (an article for another day).
The bottom line is, your landing page serves a particular purpose. And it’s clear today that customers' perceptions of businesses and services are evolving with changing trends and tastes. This means that all marketing tactics don’t work as well as they did a decade back. The intelligent marketer will avoid pitfalls that can turn your landing page into an avoid-at-all-cost page for consumers.
Access the latest business knowledge in Marketing
Join the conversation...