Replace generic marketing copy
'World-class solutions' describes nobody — specifics describe you.
What it means
Generic copy is text that could appear on any competitor's site unchanged: 'innovative solutions', 'best-in-class service', 'we're passionate about quality'. Readers' eyes slide over it because it carries no information.
Why it matters
Visitors use specificity to judge credibility. Concrete claims ('installed in 2 hours', '4.9★ from 300 reviews') are believable and memorable; generic claims are neither.
How to fix it
- Find every phrase that would survive a competitor pasting it — those are your targets.
- Replace each with a number, name, or concrete outcome: 'same-day service in Leeds' not 'fast local service'.
- Rewrite the hero headline last, using the clarity formula (what + who + outcome).
- Read the page aloud — if you'd skip the sentence in a real conversation, cut or sharpen it.
Helpful tools
- Our vague language tab
- Hemingway Editor
Not sure if this affects your site? Analyze your website for free or compare it with a competitor.
Related guides
- Refresh stale content: Old copyright years and dated posts quietly tell visitors the site is neglected.
- Simplify overly complex content: Most web copy should be readable at roughly Grade 8 — clear, short, direct.