We know you provide the best product for the best price, but what else?
In this second post in my series of posts on how to avoid industry jargon on your website, I’m assigning you a task. Delete the following generic statements from your website content.
1. Company dedicated to quality.
2. We are the best in the industry.
3. Services tailored to your needs.
4. Innovative solutions for your business (or home, car, office, etc.).
5. We provide the tools.
6. Competitive edge over the others.
7. Our representatives offer attentive customer service. (Shouldn’t this go without saying?)
Instead of making generic statements such as these, why not back up your claims of awesomeness with direct statements, data, a legit guarantee, and testimonials.
Direct Statements
Avoid jargon at all costs! Say exactly what you mean. Think power words (active verbs and nouns).
Data
Don’t say, “Customers love us.”
Look at your sales data for information that you can use to back up your claims. Can you see that fewer than 5% of customers return your gadget? If so, say this instead, “95% customer satisfaction.”
Guarantee
Don’t say this: “We promise you’ll love us.”
Do say this: “We guarantee your satisfaction. If after 30 days you don’t like our product, call us for a full refund.”
Don’t worry about everyone taking advantage of your guarantee. You might lose out on a few sales, but if your product or service is as good as you claim, then you’ll get more sales than you lose. Customers who are on the fence about your product/service need a reason to trust you. A guarantee helps build that trust.
Testimonials
Testimonials on your website build consumer trust, too. Ask happy clients for a sentence or two of feedback. Add those nuggets to a testimonials or clients page on your website.
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Join me in the Campaign Against Industry Jargon. What other statements do you think should be deleted from website content?
About Sara Lancaster
Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.
