There’s an epidemic sweeping through online copywriting right now. One that’s swiftly weakening websites, sales pages, and brand messaging.
Words like actually, really, honestly, just, and truly, sneak in when we’re trying to sound assured but end up watering everything down instead.
The most effective copywriting doesn’t depend on the most words, but the best, most concise ones to make the point land.
So today, let’s unpack why these little “confidence boosters” are, in fact, confidence killers, and what to say instead if you want your words to pull in your audience.
This Is Actually Weakening Your Copywriting
“I actually get you results.”
“A website you’ll actually love.”
“Photography that actually looks good.”
On the surface, or rather, in our mouths, when we’re adding the correct inflection upon the word, “actually” sounds powerful, like a mic drop.
But online, it’s the opposite.
It signals uncertainty. Readers may not consciously notice it, but words like actually imply you’re anticipating disbelief instead of confidently stating your value.
If you have to convince people you “actually” do what you say, something’s missing in the proof, not the phrasing.
Clear, specific language consistently outperforms vague, embellished writing because it reduces the effort required for readers to understand your message. Specificity is one of the fastest ways to strengthen your website copy.
Try instead:
Describe the how, who, and impact of what you do.
Instead of: “A website you’ll actually love.”
Try: “Websites designed to sell your offers with consistency and style.”
Instead of: “Photography that actually looks good.”
Try: “Photography that reads like a love story.”
Instead of: “Messaging that actually works.”
Try: “Messaging so sticky it envelops your dream clients in its honey trap.”
See the difference?
One is asking for your audience’s belief and recognition; the other is providing them with proof and assurance.
Are You Really, Truly, Relying On This In Your Copywriting?
“We really care about our clients.”
“Our process truly works.”
Full disclosure: truly has me wrapped around its little finger. Probably because it’s a word I commonly use in regular conversation; but when it comes to amplifying the message, it’s best to leave words like really and truly on the bench.
If you have to tell people your process “really works,” you’re missing the proof, the pull, the positioning.
Instead of: “We really care about our clients.”
Try: “We stay in touch long after launch because your growth doesn’t stop at delivery.”
Instead of: “Our process truly works.”
Try: “94% of our clients see measurable results within the first month.”
Don’t tell them you care. Show them how you care.
When writing for our brand, it’s easy to fall victim to assuming your audience “gets you.”
And while some of them do like the loyal followers and that one client who books you every other quarter…
For the 80%+ that are new eyes? It’s falling flat.
Your “Honestly” Doesn’t Build Brand Trust
If you need to preface honesty, you’re implying the rest wasn’t.
And when every brand is saying it, it loses all intended oomph-factor.
Try instead:
Lead with transparent detail, not “honestly.”
Instead of: “Honestly, we’re obsessed with helping people grow.”
Try: “Every strategy starts with a 1:1 deep dive to uncover what’s actually blocking your growth.”
Specificity builds trust faster than declarations ever will.
Stop Defining Yourself By Saying What You’re Not
“We’re not like other agencies.”
“Not another [x], [y], [z].”
Okay, but… who are you?
When you define yourself by what you aren’t, you leave people guessing about what you are.
When we assume our audience already has the backstory, we lose the opportunity to win them over.
Try instead:
“We bring aligned results, standard-setting client experience, and cheeky wit to every website we write.”
“We build strategy-backed brands that feel like your favourite CD playlist you burned in 2012.”
Positioning is about direction, not deflection.
Every Word Should Earn Its Place
There’s a time and place for filler words, after-all, nuance is part of writing.
A Threads post, text message, or casual caption naturally leaves room for more flexibility, run-on sentences, and “actually’s”.
But your website copy should have every single word pulling its weight.
Every unnecessary word asks your reader to do a little more work.
So next time you’re tempted to write actually, really, or honestly, pause and ask yourself:
Could I prove this instead? That’s where persuasive copy begins.
If your website currently feels like it’s trying to convince people of your value instead of confidently communicating it, that’s where strategic copywriting enters the chat.
Through my Website Copy Audits, I uncover the gaps weakening your messaging, from vague positioning to missed opportunities for connection.
Through Website Copywriting, I transform those insights into story-driven narratives that help your audience understand what you do, why it matters, and why you’re the right person to help.
