10 Phrases You Should NEVER Use on Your Homepage
by Joel K

Homepage copy stresses a lot of people out.

Your homepage is the lobby where all your customers convene to decide if they like you or not.

You better choose your words carefully.

If you want to make the most of your chance to impress, don’t use any of these:

1. “Let us” – Asking for permission immediately puts you in a position of weakness. Speak in the affirmative, as though it is already happening.

2. “Welcome to…” – If it is not abundantly obvious where your visitor has landed, you screwed up. Welcome messages are a waste of time and attention.

3. “Industry Standard” – Hooray, you’re average.

4 “Allows/lets you” – This sounds begrudging. Use “empowers”, or just plainly tell ’em what they can do.

5. “Unique” – Is there anything less unique than being “unique”?

6. “Whatever” – Deadly because it’s usually tied to statements like, “Whatever you need”. Get specific.

7. “High/top/best quality” – For reasons I’ve already written about.

8. “Innovative” – Usually used to fill the space a more specific claim would pack a bigger punch.

9. “It goes without saying” – No it doesn’t. Say it.

Last but not least…

10 . “We” – Nobody cares about you – they care about themselves.

The only caveat to this is “We promise“. A promise tied to a source is a trust builder; all else is narcissism.

There you have it, folks!

It’s probably time to rush back to your homepage and do some tweakin’, so I’ll go ahead and get out of your way.

*This is my seventh post for “Short Month” – a personal challenge to write valuable content in 250 words or less. How am I doing so far? Hit me with a comment or rant at me on Twitter @JoelKlettke!

6 Comments
  1. Phil Rozek says:

    It goes without saying that this is an innovative, unique blog post, Joel 🙂

    I’d go a step further and say that those stinkin’ words don’t belong on any page.

    Oh, and “Vibrant,” “dynamic,” and “impactful” have their own icy circle of Homepage Copy Hell.

    One thing I’d suggest: never address the reader in the second-person plural (e.g. “You all might be wondering…”). You’re talking to THAT one person, right there. It’s the equivalent of looking a person in the eye when you’re talking to him/her.

  2. Tony Messer says:

    Good stuff (quickly check my own home page first).

    My pet hate is number 2 – “Welcome to…”.

    I agree, you need to hit them asap with the benefits & speak positively.

    Another to be wary of is the “Our Management Team” one. Boring, boring, boring (see point number 10).

  3. Russ B says:

    Thanks, Joel! Very helpful article.

  4. […] Short, very needed article title. Read, then go and edit your homepage. Read it here… […]

  5. […] 10 Phrases You Should NEVER Use on Your Homepage. 10 Phrases You Should NEVER Use on Your Homepage by Joel K Your homepage is the lobby where all your customers convene to decide if they like you or not. You better choose your words carefully. If you want to make the most of your chance to impress, don’t use any of these: 1. 2. 3. 4 “Allows/lets you” – This sounds begrudging. 5. 6. 7. 8. 9. Last but not least… 10 . The only caveat to this is “We promise“. […]

  6. Justin Day says:

    Whewwww . . . I didn’t find any of them on my home page. Great article!

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