Stop Saying These 3 Words in Your Website Copy

Ever looked at your website or sales literature and thought, “Hmm… this just doesn’t sound like us”?

You’re not alone.

A lot of small businesses fill their websites with words they think sound professional. But here’s the truth: most of those words don’t do a thing. They don’t make people trust you, pick up the phone, or buy from you.

If your site says you offer “quality solutions” and you’re “passionate about service”, you’re in very good company ... every business says the same. And that’s exactly the problem.

These words don’t make you sound professional. They make you sound like everyone else.

So, let’s cut the fluff. Here are three words to ditch – and what to say instead.

3 words to stop using in copy now

Why Generic Words Don’t Work

Before we get into the specifics, let’s be clear about why these words fail.

When your website is full of vague, overused words, it does three things:

1. It blurs your message. People don’t know what makes you different.

   
   

2. It makes you sound like everyone else. If your copy could be swapped with your competitor’s and nobody notices, you’ve lost your chance.

   
   

3. It doesn’t help anyone understand what you do. Words like “quality” and “solutions” sound nice, but they don’t show your customers the real benefit of working with you.

Good website copy proves your point instead of just claiming it. It’s less about sounding clever and more about being clear and believable.

Take this line:

“High-quality roofing solutions from a passionate team.”

It looks professional at a glance, but it says nothing. Now look at this:

“We help Yorkshire roofers get reliable materials that last through any job.”

Much better. It’s clear, believable, and actually useful to the reader.

Word #1: Quality

Let’s start with “quality”. Everyone says it. Nobody believes it.

“Quality” is subjective. One person’s quality is another’s “meh”. And if you’re using it without proof, it’s just filler.

So how do you fix it? Show it. Talk specifics. Mention durability, reliability, results, or customer stories.

Here’s an example.

“We supply quality paints.”

“Our paints deliver superior coverage, dry faster, and stand up to the harshest of weather.”

See the difference? The second version tells your audience exactly why it’s better. No empty words, just proof.

Note: We know that some people will read this and just think that we are adding fluff! We are not, we are replacing vague claims with specific evidence and terminology.

Quick checklist for spotting “quality” traps:

• Can you prove your claim?

• Could a competitor say the same thing?

• If yes, delete it or replace it with specifics.

The aim is to give people real reasons to trust you, not just hope they believe the word “quality”.

Word #2: Solutions

This is one of those corporate-sounding words that doesn’t mean much to anyone outside an office meeting. Customers don’t wake up thinking, “I need a solution today.” They wake up with a problem they want fixed.

Swap vague words for plain language that explains exactly what you do. Talk about the task, the service, or the problem you solve.

Example time again:

“We offer cleaning solutions for commercial spaces.”

“We clean offices, factories, and shops across Yorkshire so they’re ready for work every morning.”

The second version is specific, readable, and makes it clear what your business actually does. Plus, it works better for SEO. People search for services they need in areas they need them, not abstract “solutions”.

Word #3: Passionate

Finally, let’s talk about “passionate”.

Look, most small business owners are passionate about their work. But here’s the catch: saying it on your website doesn’t prove it. Customers don’t feel passion from a brochure; they feel it through effort, attention, and real results.

Instead of claiming you’re passionate, show it with what you do:

“We’re passionate about customer care.”

“We call every customer back within 10 minutes and keep them updated from start to finish.”

This tells people you care. It’s believable. It’s concrete. It’s also easier for readers to connect with ... because they can picture the service in action.

How to Find Better Words

So, if “quality”, “solutions”, and “passionate” aren’t helping, how do you figure out what to say?

Here’s a simple approach:

• Listen to your customers. How do they describe what you do? Use their words.

• Rewrite claims into proof. If you say something is great, show how. Use numbers, stories, or concrete examples.

• Read your copy out loud. If it sounds like a brochure, strip it back. People respond to human-sounding language.

Some power phrases that work when used honestly:

• “Trusted by local builders”

• “Built to last”

• “Used every day by trades across Yorkshire”

Simple, believable, and relatable. That’s what you want.

Wrapping Up

Good copy isn’t about sounding big or clever. It’s about sounding real.

Cutting these three overused words: “quality”, “solutions”, and “passionate” ... is an easy first step. Replace them with specific examples, plain talk, and proof.

If your website currently sounds like every other business in town, now’s the time to fix it. Be clear, believable, and human. Your visitors will notice, and so will your future customers.

At Yorkshire Writers, we help small and medium businesses write copy that actually sounds like them. Not fancy words, not fluff, just plain, clear language that gets results.

Want a second opinion on your website copy?

Drop us a line, and we’ll show you where to tighten things up so your site works harder for your business.