Buzzwords, such as “scalable” and “highly-effective” are regularly overused on websites. At first glance, buzzwords look and sound great. They add extra words and “fluff” to your website’s content. It’s easy to assume that including buzzwords within your website’s content is a good practice that cannot do no harm. But buzzwords are far more damaging to your website – and credibility – than you think.
First, these terms bloat your website’s content and distract visitors from important information about your products or services. If your products or services are truly as wonderful as your website’s content suggests, you will be able to convey that exceptionalism without buzzwords.
Secondly, too many buzzwords arouse suspicion in your visitors. Consumers are looking for a quality product or service, and the truth surrounding it. They don’t want to be duped, scammed, or led endlessly in circles with less-than-honest advertising.
Third, when looking to convert visitors to sales leads, provide them with clear and concise information about how your products or services help them or their business. Clear and concise information, not buzzwords, converts visitors to leads. Provide anything less and you won’t see a high conversion rate.
It’s tempting to insert buzzwords into your website’s content, but it’s not worth it and doesn’t work. Write about what you do best – and if what you say is true, visitors will quickly take note and do business with you.