Why specific claims convert better than adjectives

Key takeaways

Specific claims convert better than adjectives because buyers can believe them and competitors cannot copy them. 'Fast, friendly, professional' describes every business in the country. 'Reply within 2 hours, 900 boilers fitted in Kent since 2015' describes one. Most businesses already have the numbers; they are just not on the website.

• Adjectives are claimed by everyone, so buyers ignore them.
• Numbers, names, places and timescales are believable and hard to copy.
• Most businesses already hold the facts in their job records.
• Replace one adjective per paragraph with a fact.

Why do vague claims fail?

Vague claims fail because they are unfalsifiable and universal. Every competitor says quality, reliable, trusted, bespoke and passionate. Buyers have learned to skip those words. They take up the seconds a visitor gives your page without telling them anything that helps them decide.

• The difference between a good website and a high-converting website

What makes a claim specific?

A specific claim contains something checkable: a number, a timescale, a place, a named client or project, a standard or accreditation, or a precise description of the result. The test is whether a competitor could make the same claim without lying. If they could, it is not specific enough.

• Vague: 'Fast response'. Specific: 'Reply within 2 working hours'.
• Vague: 'Experienced team'. Specific: '14 engineers, average 11 years in the trade'.
• Vague: 'Trusted by local businesses'. Specific: 'IT support for 60 offices in Bristol and Bath'.
• Vague: 'Great results'. Specific: 'Cut month-end close from 10 days to 4'.

• Features vs benefits: website copy that sells

Where do you find specific facts?

The facts are usually already in the business. Job management systems, invoices, review platforms, CRM records and the team's memory hold numbers that nobody has thought to publish.

• Jobs, projects or clients completed, in total or per year.
• Average response or completion times.
• Areas and postcodes covered.
• Before-and-after results from recent work.
• Years in business, team size and qualifications.
• Review count and average rating.

How do you rewrite vague copy quickly?

Highlight every adjective and vague phrase on your top five pages. For each, ask 'how would a customer know this is true?' and replace it with the answer. Start with headlines and the lines around calls to action, because those are read most.

• Website copywriting for small businesses

When can being specific backfire?

Specifics backfire when they are untrue, out of date or impossible to keep. A published two-hour response time that the team misses becomes a complaint. Numbers must be accurate, kept current and defensible, because under UK consumer law misleading claims are an unfair practice. Review specific claims every quarter.

• Out of date website content: what to check and fix

What does this look like in practice?

A UK landscaping firm's homepage said 'Quality landscaping with a personal touch'. Its records showed 380 gardens completed in Hertfordshire, an average project time of 9 days and 4.9 stars from 210 reviews. We put those facts into the headline area. Visitors engaged longer with the homepage and quote requests increased over the following weeks.

• See client work
• Website Design & Development for UK businesses

Specific copy checklist

• Highlight every adjective on your top five pages.
• Ask 'how would a customer know this is true?' for each.
• Replace with numbers, places, names or timescales.
• Check every claim is accurate and current.
• Review specific claims every quarter.

Next step

Your business has facts that make it different. The job is getting them onto the pages buyers read. We can help you find and publish them.