There’s an epidemic sweeping through online copy right now.
An epidemic of vague emphasizers; of filler phrases that sound confident — but do nothing to build it.
And yes, lest I be pierced with ye sharpened pitchforks, I’m guilty too.
I catch myself all the time.
Words like actually, really, honestly, just, and truly — they sneak in when we’re trying to sound assured but end up watering everything down instead.
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.
“I actually get you results.”
“A website you’ll actually love.”
“Photography that actually looks good.”
On the surface — or rather, in our hands when we’re adding the correct inflection upon the word — “actually” sounds powerful, like a mic drop.
But it’s often doing the opposite.
It’s defensive.
It implies that the audience wouldn’t believe you otherwise.
That you’re fighting for credibility instead of owning it.
Try instead:
Describe the how, who, and impact of what you do.
“Strategy-backed websites designed to sell your offers with wicked flair and style.”
“Photography that reads like a love story — not a photoshoot.”
“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.
“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.
Try instead:
Provide evidence:
“94% of our clients see results within the first month.”
“We stay in touch long after launch — because your growth doesn’t stop at delivery.”
When writing for our brand, it’s easy to fall victim to assuming your audience “gets you.”
And while some of them do — the loyal followers, that one client who books you every other quarter — they’ll get your isms.
But for the 80%+ that are new eyes? It’s falling flat.
“Honestly, we’re obsessed with helping people grow.”
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.”
“Every strategy starts with a 1:1 deep dive so we can uncover the root of what’s blocking your growth.”
“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 — the nuance behind our wit — 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.”
There’s a time and place for filler words — nuance is part of writing.
(Side note: as with all the writing tips I’ll provide in my blog… nuance and discretion are advised.)
A cute little Threads post will render much more casual language.
But your site needs to have every. Single. Word. pulling its weight.
The extra thought, the extra effort, the finesse — that’s the deciding factor between an online presence that ensnares and excites… and one that’s trying a little too hard to do the minimum.
