25 Words You Should Never Use in Your Landing Page Copy

I’m not going to lie, writing landing page copy isn’t an easy task.

Think of your landing page copy as how you’re packaging your product, in this case your content. You need to present your copy in a clear and appealing way.

Many businesses underestimate the importance of the words they use on their landing page. But, one wrong word could instantly turn a potential lead away.

I’m going to fill you in on the 25 words that you should NEVER use in your landing page copy. Some of them may surprise you, but trust me your customers and your conversion rate will thank you.

Let’s get started!  


Don’t Boost Your Own Ego

Your landing page copy needs to be honest and easy to understand. This means leaving out words that make it seem like you’re exaggerating or being dishonest. Certain words are so overused that we forget the actual meaning and use them where they aren’t applicable.

You can convince landing page visitors of your value without making it obvious that you’re bragging. Focus on your potential lead and how you can help them, rather than yourself. Speak to them like you’re face to face instead of trying to impress with unoriginal copy.

Some of these overused words include:

1. Unique – You should tell visitors that you’re different than your competition, but don’t fall into the trap of telling visitors you’re “unique.” Saying you’re “unique,” doesn’t actually give visitors any information. Instead, explain what makes you special by sharing the benefits or features of your offer. Just throwing in the word seems inauthentic and isn’t convincing.

2. Innovative – Is this true? Are you actually the first to use this method or come up with this idea? If the answer is no, you’re likely not using the word properly. “Innovative” is clichéd in landing page copy, avoid it!

3. Revolutionary – Revolutionary is defined as “radically new or innovative; outside or beyond established procedure.” A very small percentage of businesses actually have revolutionary products. If your business isn’t going to start a revolution it’s best to rethink this one.

4. State-of-the-art/ world-class/ best-in-class – These words all imply that you are the best of the best. While these may work in some situations, generally they come across as artificial and insincere. Use less commonly used words to show you’re the best in your field.  

5. Popular – Telling visitors that your product or business is popular seems distasteful. Add value to your landing page by showing them your reputation through believeable customer testimonials and social proof rather than just telling them you’re credible.


Don’t Be Wordy

People skim landing pages, it’s a proven fact. Readers scan and pick out certain words or phrases that interest them. In fact, only 16% of people will read your website word-for-word, while 79% of people admit that they just scan new information.

A great rule to follow when you write your copy is to cut it in half. Then, cut it in half again. That’s how many words you should use to clearly communicate your message.  

The last thing you want to do on your landing page is use too many words. If there’s too much text, potential leads will leave your page at first glance. Make sure you avoid fluffy words that add no new value to your page, such as…

6. Really – Using “really” on your landing page is a perfect example of using unnecessary words. Copy on your landing page is not the same as normal conversation. While “really” may enhance feelings when speaking, it actually weakens your copy.

7. Very – Everything that applies to “really” applies to “very.” It slows your reader down and is meaningless. Why say “It’s very crucial to your business” when you could say “It’s crucial to your business”? The second sentence is stronger and more to the point.

As the renowned Mark Twain stated “Substitute damn every time you’re inclined to write very; your editor will delete it and the writing will be just as it should be.”

“Very” makes your message verbose, cut it!

8. Just – This word suggests uncertainty and subordination. A lot of the time it serves no real purpose and can come across as submissive. Consider “I just wanted to check…” versus “I wanted to check….” Using “just” makes you seem hesitant and weakens your writing.

9. Actually – Everything on your landing page should be a true fact, so why do you need to re-emphasize with an extra word?

10. Obviously – What is obvious to one person may not be obvious to another. If it’s obvious to everyone, why do you need to tell them? It can come across as aggressive and condescending to many visitors.  You’re best to leave it out.

11. Honestly – Every piece of information on your landing page should be truthful, you shouldn’t need to tell them you’re being honest. Have sincere, modest copy and you won’t need this word.

12. Totally, Basically, Essentially – These are true filler words that don’t add to your message. Multi-syllable, unnecessary words like these make it harder to skim. Your sentences will be stronger without them.


Don’t Try to Sound Fancy

We want to sell our product or service to visitors, but that doesn’t mean we need to try and sound fancy. Using the complicated alternative to certain words comes across as trying too hard and will hurt your conversion rate. Visitors like language that is easy to understand, so avoid words like:

13. Utilize, facilitate, proximity – Try “use,” “help” and “near” respectively. It can be obvious to readers when you’ve tried to enhance your landing page with fancier sounding words. Stick to informal words to better communicate your message.

14. End-result – Is it the end, or the result? These imply the same thing so there’s no need to hyphenate and use both. Pick one or the other.

15. Visualize/ Conceptualize – These add no value to what you’re saying. Using them on your page makes it seem like you’re trying too hard to come across as knowledgeable and formal. Simpler, shorter words can convey the same meaning and are easier for readers to skim and understand.  


Don’t Dilute Your Value

When creating your landing page copy you want to convey your business’ value and excellence. The last thing you want is for a word to weaken your offer. For that reason I have included the following words:

16. Cheap – Never use the word “cheap” to refer to your own products or services. To most people, “cheap” implies poor quality. Saying something is “cheap” leaves readers to guess and come to their own conclusions about why it’s inexpensive.  Instead use “affordable,” “high value for money,” or “on sale.”

17. Spam – No matter how the word is used, its presence on your landing page is sure to reduce your reader’s opinion of your business. “Spam” is a big red flag. Even if you’re saying “spam-free,” introducing the word and the idea can cause potential leads to bounce immediately. In one Wishpond test, introducing the idea by promising not to spam reduced conversions by 16.4%. Never include it on your page.

18. Submit – Whether it’s for a web form, a registration form or a login, never use “submit” as the copy on your call-to-action (CTA) button. You should tell potential leads what will happen when they click that button. Submit doesn’t give the visitor a clear action to take, is vague, and is proven to lead to a higher bounce rate.

19. Click Here – The same reasoning for “submit” applies for “click here.” Using this conversion killer makes it seem as though you haven’t put a lot of effort into personalizing your page. Be more creative and take advantage of every word to communicate with readers.


Avoid Formal Transitions

You always want to come across as friendly and approachable on your landing page. It’s not the place to show off your formal essay writing skills. Try and avoid sequences of choppy sentences while keeping the page easy to scan and understand. I have listed a few below to steer clear of:

20. However – If you need to connect ideas or add another point try out a simpler synonym like “but.” The point of a transition is to make your paragraphs easier to understand, but the term “however” can actually annoy and turn away readers.

21. Therefore – It’s used as a way of showing how a sentence or clause is related to what you’ve already said. It comes across as elaborate and dignified and makes it seem like you’re reading an essay. Avoid it to make your copy less complex.  

22. Furthermore / Additionally /  Moreover – I know these can be tempting in your copy to explain all of the benefits of your offer, but they’re not meant for a landing page. When scanning your page, readers want to see the benefits of your business and how it meets their needs. These types of words are generally just padding and aren’t needed!


Don’t Use Cliched Sales Terms

Avoid using cheesy sales language throughout your copy. You need to convince them that you’re the best without coming across as aggressive, boring, or generic. Avoid the cliches listed below so that you don’t scare off potential leads by being too salesy.

23. 100% Guaranteed – Placing this upfront on your landing page is going to hurt your conversion rate more than it would help. It doesn’t actually prove anything and makes your page appear lower quality. By stating “100% guaranteed”, you actually make readers question your credibility more than not saying anything at all. Specific guarantees can work on landing pages if they’re explained, but just slapping this symbol on the page seems insincere. Avoid this one and use customer testimonials or success stories instead.

24. Great/Fantastic/Excellent Customer Service – Any business can say they have great customer service but what does this even mean? It’s okay to state this if you are going to explain it further with a couple of points about why your service is so fantastic. Add in reviews or quotes from customers about their customer service experience. By just stating “great customer service” you sound generic and aren’t enticing customers to try your products or services.

25. Results-oriented / Results-driven –   Even if you do focus on procedures and the process, all businesses aim for substantial results. Readers know this, so be more specific and tell them something that differentiates you from every other “results-oriented” business. Just saying you’re “results-oriented” or “results-driven” has become too mainstream to mean anything significant. Be more creative!



Your landing page is where you want to provide value, it’s not the place to use flowery, fancy language.

If you’re unsure about a specific word, read that part of your copy with and without the word to discover if it’s necessary. Then have someone else read over your copy to determine if any filler words can be removed. Remember to consistently A/B test your copy to ensure it’s converting to its fullest potential.

Your landing page copy has to address your readers’ needs, problems, and dreams. Use clean, unambiguous language that’s easy to read. Don’t be vague and don’t exaggerate, but rather entice visitors with your straightforward language.

For more information check out these helpful articles:

– Written by Claire Grayston

Claire is a digital content marketer at Wishpond. When not racking her brain for new content, you’ll find her hiking or snowboarding the local mountains or cozied up in bed watching a sappy rom-com.


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