The Word That's Killing Your Website Copy
When everyone uses the same word, it stops meaning anything.
Stop Saying You "Provide Solutions"
If your website says you "provide solutions," you're not alone.
It's one of the most common phrases in business messaging. It sounds professional. Safe. Flexible.
It also does almost nothing for the person reading it.
The Problem With "Solutions"
"Solutions" is a word people use when they don't want to be pinned down.
It feels broad enough to include everyone. Non-committal enough to avoid saying no. Polished enough to sound credible.
But when everyone uses the same word, it stops meaning anything.
To a prospect, "solutions" could mean software, consulting, coaching, strategy, therapy—or plumbing.
The word doesn't clarify. It blurs.
And in a world where people skim before they read, blur is deadly.
What Prospects Actually Hear
When someone reads "We provide customized solutions for growing companies," their brain doesn't argue with it. It doesn't reject it.
It just moves on.
There's nothing specific to grab onto. No picture forms. No problem feels addressed.
Compare that with: "We help manufacturing teams simplify operations and reduce costly errors."
Same intent. Completely different effect.
One is abstract. The other creates an image. And images are what the brain pays attention to.
The Rule: Specificity Beats Safety
If your sentence could describe five different businesses, it describes none.
Clear language isn't about sounding clever. It's about being understood quickly.
Specific words do three things:
They signal who you're for
They show what changes after you help
They make it easier for the right people to say "this is for me"
Generic words keep things open—but they also keep decisions slow.
Say the Outcome, Not the Category
Instead of naming what you "provide," name what actually changes.
Not: "We deliver innovative solutions."
Try: "We help early-stage teams clarify their positioning so customers understand them faster."
Not: "We offer strategic consulting."
Try: "We help founders stop being misunderstood by the people they want to sell to."
This moves your messaging from what you are to what happens because of you.
That's where clarity lives.
A Simple Test You Can Use Today
Open your website and search for: solutions, optimize, leverage, innovative, scalable, world-class.
For each one, ask: "What actually changes for the customer?"
Replace the buzzword with a specific customer, a specific outcome, or a specific problem removed.
You don't need more words. You need more meaning.
Clarity Is a Choice
Clear messaging requires commitment. When you're specific, you do close doors—but they're usually the wrong ones.
What you gain instead: faster understanding, better-fit clients, shorter sales cycles.
Clarity doesn't come from saying more. It comes from choosing words that actually mean something.
Want help clarifying what this means for you? Let’s talk →
