Search engine optimization for small and very small businesses.

Avoid Platitudes

Avoid Platitudes in your copywritingA company that provides marketing services to law firms recently blogged about a client that had come up with an incomprehensible tagline for their firm. Taglines are pretty ubiquitous, and often they’re unintentionally meaningless. You need to avoid that if you want to hook visitors on your website and convert them into paying customers.

Certainly one thing a tagline should never be is incomprehensible. But a more common mistake is to use a tagline that’s a platitude. The folks at Y2 Marketing said it best: If your reaction to a tagline is “Well, I should hope so”, you have a platitude: a throwaway line that just takes up space. Martin Jelseme wrote about a moving company whose tagline is “the caring moving company”. Isn’t your reaction to that line, “well, I should hope so!”? That’s a platitude.

Effective taglines are difficult to craft. That’s why so many turned out by wordsmiths sound good but mean nothing. Here are some real-life examples we found on the web:

  • We provide free of charge estimates.
  • We provide quality service to our customers.
  • Experience…knowledge…quality.
  • We offer our clients on-time service, replacement and repairs done right the first time with courtesy, convenience, cleanliness, competence and character.
  • Our goal is to provide you with courteous, safe, comfortable and professional service
  • We Provide Quality Service!
  • We will provide courteous service to all customers …
  • Brakes and Brake Service – We do it right.. We do it complete!
  • We provide quality service through our well trained staffs … (grammar is another topic altogether)
  • We provide quality service and products on time, with no defects.
  • Caring and Knowledgeable Staff
  • We believe in doing it right the first time.
  • We give honest service at fair prices.

When there are lots of web sites out there offering similar products and services to yours, you can’t afford to waste web space on platitudes. You need to differentiate yourself from your competition. That’s how to capture the attention of your visitors, and that’s an essential first step toward converting them into paying customers.

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