In the post 7 Ways to Write a Better ‘About Us’ Page, I asked readers to submit their About Us pages for a possible rewrite in a future post. (LOTS of you responded.) I’ll get to that post in a week or so, but in the meantime here are words and phrases you should remove from your website — not just from your About Us page but from many other pages as well.
Since the only (human) audience that matters is your customers, let’s pretend I’m a customer. Here are my reactions to the following words or phrases that appear on your website:
1. “Innovative.” Just about every company claims to be innovative. Most aren’t. You don’t have to be innovative to be successful. But if you truly are innovative, show me. Describe products you developed. Describe processes you modified. Give me something real — then I’ll know you’re innovative.
2. “Service provider.” Everyone who meets a need is a service provider. When I fill up my car the gas station is a service provider: I need gas, the station provides it. “Service provider” says nothing. If you sell gas, tell me you sell gas. If you design commercial office spaces, tell me you design commercial office spaces. If you’re an Internet Service Provider, fine — otherwise, use plain language and tell me what you really do.
To read the full, original article click on this link: 10 Words That Should Never Appear on Your Website | BNET
Author: Jeff Haden
