So, how many websites have you visited that are “dedicated to providing superior customer service”? Or whose “mission it is to make customer satisfaction a top priority”? Or whose products and services “meet your needs”?

And so on.

Fluffy phrases like this are easy to write and, on paper, they sound nice. After all, who doesn’t want superior customer service? Problem is, these phrases have been done to death and overused to the point where they don’t mean a darned thing. And, they do absolutely nothing to drive sales or tell visitors what you actually do (other than provide “superior” customer service).

Good web copy should be clear and easy to understand. It should tell visitors what you do and how you do it. It should provide solutions. Good web copy should contain real information, not meaningless buzzwords.

Here’s what I mean:

• “At XYZ Law Firm, our mission/our goal is to . . .” Instead of telling potential customers what you’d like to do, tell them what you actually do. Use strong verbs and clear language. Instead, try something like “At XYZ law firm, we . . . “

• “At Uncle Bob’s Mini-Storage, we are dedicated to providing the utmost customer service . . .” Okay, that’s nice and all, but can I store my priceless antiques there? Is there 24-7 security? It’s better to get to the point. For example, “At Uncle Bob’s Mini Storage, we provide gated storage units and round-the-clock surveillance to protect your valuables . . .”

• “At Mama’s Restaurant, customer satisfaction is our #1 goal.” Okay, but what do you serve? Do you have breakfast? Why should I eat at Mama’s? Good web copy should entice readers to try out your menu. How about: “At Mama’s, we’ve been serving up old-fashioned, down-home favorites since 1952. From huevos rancheros to chicken-fried steak and gravy, we’ll satisfy your big Texas appetite, 24/7.”

Have any other suggestions for killer web copy? Want to add to my list of fluffy words and phrases? Leave a comment!