Start by deleting the adjectives.
Quality. Innovative. Industry-leading. Customer-focused. Every competitor you have says all of those, which means none of them carry information. An adjective is a claim about yourself, and a stranger evaluating a large purchase discounts it automatically — the way you discount it on everyone else’s site. Nobody believes an adjective.
The mechanical version of the fix is a good afternoon’s work: go through the site and for every adjective, either delete it or put something underneath it that a skeptic could check.
| Instead of | Write |
|---|---|
| “Industry-leading support” | Response times, who answers, what happens after hours |
| “High quality” | Tolerances, materials, test results, what you reject |
| “Trusted by manufacturers” | Named customers, real applications, results with numbers |
| “Expert team” | The people, with names, faces, and what they actually know |
Four things that do more than any headline
- Put the people on the site. The strongest trust signal in a considered purchase is evidence that a competent human is attached to it — someone whose job it is to know this, whose name you can see, who could plausibly be reached.
- Lead with the consequence, not the property. The tensile strength of a new alloy is true and belongs on the page. It just isn’t the reason anyone cares — fewer stoppages is.
- Say what you’re not good for. Every product has an application it’s wrong for. Saying so costs you the buyers you would have disappointed and earns disproportionate trust from everyone else.
- Write for the seat, not the average. The average of an engineer and a CFO is a person who doesn’t exist.
And know what “converts” means before you optimize for it. Shortening the form raises submissions and can lower the quality of every conversation that follows. Not all friction is bad.