For some reason, many customers and copywriters believe that the verbal ascension of the company almost to Olympus will allow them to receive even more applications and calls. Especially if you use “hackneyed” phrases (stamps and cliches) for this.
Alas, it does exactly the opposite. Let's look at what phrases are often found in average online stores when listing the company's advantages:
Have you already introduced this “team of professionals” and what “high quality service” will it provide? It is inconceivable what exactly is meant by all these vague characteristics.
Why are these phrases bad? They are not specific:
Market leader based on what research? Are you sure you have over 40% market share in your industry?
What are the best conditions for cooperation? Are they better than whose?
How many years is rich practical experience?
About the use of such wording on websites:
And in the screenshot below, apparently, they think that the use of modern materials and technologies is an innovation that should be taken as an advantage. Have you personally seen for a long time medieval tools for processing material and erecting a building?
It goes without saying that the work should be performed by people with the appropriate qualifications and with high quality, using modern materials (others, in fact, are not on sale now).
And then – the best one: the benefits written in a "sheet", through a numbered list, and even template phrases for the most part are used!
Well, the time has come. You are ready. Meet the unrecognized leader among convincing phrases from the series “Why order from us”:
I'm sorry, what?
Forgive me, I must have dreamed ...
Ahh. It is clear now.
Question one: "Seriously, cap?"
Question two: "For who else can you work, by selling women's underwear or providing notary services?"
Discarding emotions, it is worth listing the situations when the above phrases and the like are used:
You cannot articulate what benefits the client will receive from working with you.
You do not have any significant advantages over your competitors (but, most likely, the problem is in point 1).
The author does not consider it their duty to write high-quality content, hoping that it will work out anyway. They write “we make delivers” instead of “deliver”, “have been dealing” instead of “sell” to artificially increase the volume of the text.
Why is this a problem?
For example, “We work for people” is a completely unnecessary and useless expression that in no way characterizes a company as reliable and responsible. It does not carry any specific information, which, again, reduces the value of the content.
Remember: such words and expressions are no longer in vogue, they will never convince anyone to buy something from you.
The worst is when clichés, templates and songs of praise are present in the advertising texts for the media, which many companies write as part of contextual promotion. It’s like face straight into the mud.
How it’s done?
All significant achievements of the company should be clearly formulated and placed in the "About Us" section, the most important thing should be left on the main page. If some text is supposed to be in a section or category, you should not describe there how cool you are. It is better to describe the presented product line and give useful information / recommendations for its selection. You can complete the block by listing the benefits to the client. But not through your advantages, but through the benefits for the buyer. Only in this case, the text will not only optimize the page, but also persuade the visitors to buy.
An illustrative example:
And the most important thing: you don't need to write that you work for the people. Never. If your activities are carried out on planet Earth, this is implied by itself. Unless, of course, you work for the FBI in the X-Files division ...