Nine 'Naughty' Words that are Totally Turning Off Your Best B2B Tech Customers
Shame on your copywriters, contractors, or agency partners if they're delivering messaging that's laden with these bad words.
Too often, tech companies rely on jargon and generic language that fails to connect with their audience. In fact, some words can turn people away faster than you think. Here are nine “naughty” words that could be sabotaging your website or lead gen campaigns — and what to say instead.
1. “We”
Why it’s naughty: Starting sentences with “we” shifts the focus to your company rather than your customer’s needs. It tells your audience what you do but not why it matters to them, making your messaging feel self-centered and detached.
What to say instead: Flip the script by putting the customer first. Instead of saying, “We provide cybersecurity solutions,” try “Protect your business with advanced cybersecurity that stops threats before they happen.” This subtle shift makes the reader the hero of the story.
2. “Solution”
Why it’s naughty: The word “solution” is everywhere in tech marketing, and it’s so overused that it’s lost all meaning. It’s a vague catch-all that tells your audience nothing specific about what you actually do. Saying you provide a “solution” is like saying nothing at all.
What to say instead: Be descriptive. Instead of saying, “We provide AI solutions,” try “Our AI technology predicts customer behavior to drive smarter decisions.” Specificity helps your audience understand exactly what you offer and how it helps.
3. “And”
Why it’s naughty: Okay, "and" is one of the most common words in the English language. You can’t completely banish if from your lexicon. However, understand that “And” can turn clear messaging into a confusing laundry list of features. Long, compound sentences packed with multiple benefits dilute the impact of your key message, making it harder for your audience to grasp what’s truly valuable about your offering.
What to say instead: Keep it simple and focus on one clear benefit at a time. Instead of “Our software streamlines workflows and integrates data and enhances security,” try “Streamline your workflow with secure, integrated data management.” Clear, concise statements are easier for your audience to digest and remember.
4. “Innovative”
Why it’s naughty: Every tech company claims to be innovative, making the word feel empty and generic. It doesn’t differentiate you from the competition.
What to say instead: Show your innovation through examples. Highlight unique features, results, or customer stories that demonstrate your forward-thinking approach without relying on empty buzzwords.
5. “Pay”
Why it’s naughty: The word “pay” can make visitors feel like they’re just another transaction. It places emphasis on the cost rather than the value, potentially scaring off prospects before they understand the benefits of your product or service.
What to say instead: Highlight the value instead of the payment. Swap out “pay” with phrases like “invest in growth” or “get started today.” This frames the conversation around value and benefits, making it easier for prospects to see the potential return on their investment.
6. “Optimize”
Why it’s naughty: “Optimize” is another catch-all term that doesn’t tell your audience what’s actually being improved. It’s too broad to be meaningful.
What to say instead: Highlight specific improvements. Instead of saying “optimize your business operations,” try “reduce overhead by 20% with automated workflows.” Specific outcomes help potential customers visualize the tangible benefits they’ll gain.
7. “Seamless”
Why it’s naughty: “Seamless” is another buzzword that’s lost its impact. It doesn’t paint a clear picture of how your product actually works or why it’s better.
What to say instead: Describe the experience instead. Replace “seamless” with details that illustrate how your product works smoothly with existing tools or improves a process, such as “integrates effortlessly with your current software to reduce manual tasks.”
8. “Robust”
Why it’s naughty: The term “robust” is overused and subjective, often failing to convey any concrete value or differentiation.
What to say instead: Be specific about the strength or reliability of your product. Instead of “robust data security,” use “data protection with military-grade encryption.” This provides a clearer, more compelling picture of your product’s capabilities.
9. “Learn”
Why it’s naughty: Telling visitors to “learn more” can feel like a passive, uninviting call to action. It implies effort on the visitor’s part and doesn’t inspire immediate action or convey what they’ll gain by engaging further.
What to say instead: Use active, benefit-driven language that tells visitors exactly what they’ll get. Replace “Learn more” with something like “Discover how to boost productivity” or “See our platform in action.” This approach creates a sense of excitement and urgency.
Closing Thoughts: Connect by Saying What You Mean
Your website is your brand’s voice in a crowded digital space. Words like “we,” “solution,” and “learn” can make your brand sound generic and disconnected. Instead, focus on clear, customer-centric language that speaks directly to your audience’s needs and pain points. When you replace vague buzzwords with specific, meaningful language, you’ll turn your website from a barrier into an open door that invites your customers in.
Need an outside set of eyes on your brand or campaign messaging? Send us a short note telling us about your brand, and our B2B tech branding experts will provide some insightful feedback that you can use to right the ship.
