ScoreMySiteHeadline
Buzzwords and jargon in your headline
By Caleb Gross · Updated · Based on Jev AI scores of 119 pages
Short answer
Buzzwords make your page sound like everyone else's. Replace each one with a specific result or action the visitor can picture.
Words like “seamless”, “next-gen”, “AI-powered”, “all-in-one” and “supercharge” appear on so many SaaS pages that visitors skip right past them. They sound impressive to the team that wrote them and mean nothing to a stranger.
6.9/10
average headline clarity score across the leaderboard
Why it matters
Buzzwords make a page feel generic, and generic pages feel interchangeable. When a visitor can't picture the result, they have no reason to choose you over the next tab.
Signs your page has this problem
- Your headline uses two or more of: seamless, powerful, robust, next-gen, revolutionary, unlock, supercharge, all-in-one.
- “AI-powered” is doing the selling instead of what the AI actually does.
- You'd struggle to explain the headline to a customer out loud without rephrasing it.
How to fix it
- 1
Replace each buzzword with a specific result
“Supercharge your workflow” becomes “Cut weekly reporting from 3 hours to 10 minutes”.
- 2
Show what the AI does
Instead of “AI-powered support”, write “Answers common support questions for you, 24/7” (with your real numbers if you have them).
- 3
Write it like you'd say it
Read the headline out loud to a friend. If you'd never say it that way, rewrite it in plain words.
Words to cut, and what to say instead
“Seamless” → say what no longer needs doing (“no copy-pasting between tools”). “Powerful” → name the hardest thing it handles. “All-in-one” → list the two or three tools it replaces. “Next-gen” or “revolutionary” → say what's different in one concrete sentence. “Unlock” or “supercharge” → name the result and a number.
Jargon your customers don't use
Internal terms (“workflow orchestration”, “unified data layer”) are fine for docs but slow down a first-time visitor. Use the words customers use when they describe the problem. Support tickets, sales calls and reviews of competitors are the best source.
Before and after
Before
The AI-powered, all-in-one platform to supercharge your growth.
After
Write a week of LinkedIn posts in 20 minutes, in your own voice.
Checklist
- No more than one buzzword on the first screen
- Every claim can be pictured
- AI is described by what it does, not that it exists
- Wording matches how customers describe the problem
Pages that get this right
The highest headline clarity scores on the ScoreMySite leaderboard.
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Questions
Is it bad to say “AI-powered” on my landing page?
It isn't bad, but it isn't a benefit. Mention AI after you've said what the visitor gets, not instead of it.
How do I find the words my customers use?
Read support emails, sales call notes, app store and G2 reviews (yours and competitors'), and Reddit threads about the problem. Copy their exact phrases.
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More landing page mistakes
Headline
Your headline doesn't say what you sell
Clever or abstract headlines make visitors guess what the product is.
Headline
A subheadline that repeats the headline
The second line restates the first instead of explaining how it works.
Headline
Not saying who it's for
A page for “everyone” doesn't feel made for anyone.
Call to action
Generic or high-friction call to action
“Submit” or “Learn more” buttons, or a demo form as the only way in.
Call to action
No button in the first screen
Ready visitors have to scroll to find a way to start.
Call to action
No call to action at the end of the page
Visitors who read everything reach the bottom with nothing to click.