The Content Jedi Blog

Most websites are filled with words that sound impressive… and mean absolutely nothing.

You’ve probably seen them. You’ve probably used them. And it’s okay. We’ve all been guilty of corporate-speak at some point, but if you want your website to actually engage people, not confuse or bore them, it’s time to clean house.

Here are five words you should delete ASAP and what to say instead.

1. Innovative

Congratulations on being innovative! So is everyone else.

“Innovative” rears its hackneyed head on many many websites, which makes it meaningless. It’s a claim, not proof. If you’re truly innovative, show us how. Tell a story. Share an example. Describe a result. Innovation speaks for itself’ you don’t need to spell it out.

✅ This is better: “We developed a first-of-its-kind platform that cut our clients’ processing time in half.”

2. Solutions

What kind? For whom? For what problem?

Solutions” is the beige paint of marketing language. It’s vague, overused, and doesn’t actually say what you do. People don’t search for “solutions.” They search for what they need.

✅ This is better: “We build custom inventory tracking systems for small distributors.”

3. Utilize

Just say “use.” Really.

“Utilize” is the poster child for trying too hard to sound smart. It’s a longer word that adds zero extra meaning, and it makes your writing sound stiff.

✅ This is better: “We use data to guide smarter marketing decisions.”

4. Committed

Again, nice thought, but prove it.

Everyone’s “committed to excellence” or “committed to customer satisfaction.” (Some are committed to institutions).

The word itself doesn’t tell us how you follow through. Commitment isn’t compelling unless you show what it looks like in action.

✅ This is better: “We respond to every client email within 24 hours, no matter what.”

5. Cutting-Edge

Unless you’re building rocket ships, chill.

“Cutting-edge” is the go-to phrase for companies that want to sound high-tech even when they’re offering the same thing as everyone else. If you really are ahead of the curve, describe what makes you different.

✅This is better: “We were the first firm in our industry to offer real-time project dashboards.”

The words on your website matter. Use them not as filler but to build trust, clarity, and interest in what you offer. If your site reads like a buzzword salad, it’s probably not doing your business any favors.

Want help making your message sound like you (and not a robot with a thesaurus)?

Let’s talk. Give me a shout: 224-645-2748 | david@davidtelisman.com.

About the Author, David Telisman

I am a Writer and Content Creator, and I work with businesses to inspire their customers to buy from them. I believe that my clients deserve to feel proud of how their content marketing looks and what it says, and I deliver by providing expert copywriting and marketing solutions.

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