"A personalised approach to every client", "a team of professionals", "a website that sells itself" — these phrases show up so often that readers stop noticing them, and the meaning you wanted to convey disappears along with them.
Clichés happen when copy is written about an abstract business rather than a specific one. The fix is to speak in facts and situations rather than general promises.
Below are a few principles that help avoid generic phrasing without losing persuasiveness.
What to replace first
- "Personalised approach" → a specific description of what actually changes for the client
- "Team of professionals" → names, experience, concrete numbers
- "A website that sells" → a description of the exact action a visitor takes and why
- "Quality, fast, affordable" → real timelines, work samples, an actual price range
How to check copy for clichés
- Read the sentence and ask: could any other agency have written this?
- Remove the adjectives and see if the meaning survives
- Replace general statements with a specific example or number
- Have someone unfamiliar with the business read it — is it clear what you offer?
Good website copy doesn't need to be long or elaborate — what matters is that it talks about real things specific to this business, not just any business.