You can have a great service and still lose good leads because your website copy makes people work too hard. Not because they’re lazy. Because they’re busy, skeptical, and trying to answer one question fast: “Is this for me, and what do I do next?”
If you’re listed on the trusted B2B marketplace DesignRush or you’re trying to earn that kind of credibility, your copy has to carry its weight. That means talking like a clear-headed human, not a brochure. Let’s fix three common issues that make even solid B2B sites feel generic.
1. The “We” Website
When you center yourself, you bury the buyer:
“We’re passionate about …”
“We pride ourselves on …”
“We have a team of experts …”
None of that is evil. It’s just not useful, at least not upfront. When your first screen is all about you, the visitor has to hunt for what you actually do, who it’s for, and why it matters. That’s how you end up with a site that could belong to any agency in any city.
Here’s the simple truth: your buyer shows up with a problem, not curiosity about your origin story.
The quick rewrite pattern
Use this structure for hero sections, service intros, and opening paragraphs:
Problem → Outcome → Proof → Next step
- Problem: Call out the situation they recognize
- Outcome: Say what improves (not what you “offer”)
- Proof: One concrete reason to believe you
- Next step: A low-friction action
Before (company-centered):
“We are passionate about delivering high-quality solutions for modern businesses.”
After (buyer-centered):
“Behind on qualified leads? Get a conversion-focused B2B site that explains your offer fast, answers objections, and turns visits into sales calls. See sample page rewrites and what changed.”
See what happened? The second version speaks to a real pain, names the result, and gives a proof hook (samples) without bragging.
What to keep about “we”
You can still use “we”, just make it earn its place.
Good “we” lines usually come after you’ve already made the buyer feel understood. Example:
“You’ll work with one lead strategist from kickoff to launch, not a rotating cast.”
That’s about your process, but it helps the buyer predict the experience. Useful.
2. Vague Words That Sound Safe and Kill Trust
B2B buyers are trained to ignore fluffy claims. If your site says “high-quality,” “best-in-class,” “tailor-made,” or “solutions,” they won’t argue. They’ll just move on.
Vague words fail because they don’t answer the buyer’s follow-up questions:
- What does “high-quality” look like in practice?
- What exactly do I receive?
- What’s the timeframe?
- What’s included and not included?
- How will you measure success?
You don’t need hype. You need specifics.
Swap vague for concrete
Here are common vague terms and what to use instead:
- “High-quality” → “QA checklist, revision rounds, performance targets, accessibility level”
- “Best” → “Ranked, compared, benchmarked, or proven by a metric you can show”
- “Solutions” → “Landing page + email sequence,” “CRM migration,” “Paid search audit”
- “Tailor-made” → “Built around your ICP, sales cycle length, and current funnel stage”
- “Full-service” → “Strategy, design, copy, development, tracking, handoff — with owners for each”
Factual details do two jobs at once: they show competence and reduce anxiety.
Before:
“We deliver tailored, high-quality solutions that drive results.”
After:
“You get a 5-page website rewrite (home, services, about, case studies, contact) plus a messaging brief and a CTA map. Turnaround is 15 business days, with two revision rounds. We track form submissions and booked calls so you can see what changed.”
A note on numbers
You don’t need to claim huge wins. In fact, don’t. If you can’t prove it, skip it.
- Use numbers you can stand behind:
- Timelines
- Scope (pages, ads, emails, screens)
- Process steps
- Guarantees you actually honor (like response time)
- Constraints you handle (regulated industries, long sales cycles, multi-stakeholder approvals)
3. CTA Language That Creates Friction
Your CTA is not a decoration. It’s a commitment. Different phrases ask for different levels of effort and risk, and buyers feel that.
Here’s the problem: many sites default to “Contact us,” which is basically “Start a conversation with no idea what happens next.” That’s vague, and vague creates friction.
A strong CTA matches the buyer’s readiness and tells them what comes next.
Common CTAs and what they really ask for
“Contact us”
Asks: “Do work to figure out what to say.”
Use when: You truly have multiple paths and you explain them right below.
“Book a demo”
Asks: “Give us time on your calendar and let us sell.”
Use when: The product needs to be seen, and you target mid-to-late funnel visitors.
“Get a quote”
Asks: “Hand over project details and budget, then wait.”
Use when: Your pricing depends on scope, and you can show ranges first.
“Download pricing”
Asks: “Trade email for info.”
Use when: You can give real ranges or packages, not a vague teaser.
“See examples” / “View case studies”
Asks: “Spend time, but no commitment.”
Use when: Visitors are still judging fit.
“Get a 10-minute teardown”
Asks: “Small yes.”
Use when: You sell services and need a low-risk entry point.
Make the next step obvious
A CTA improves when you add a plain-language “what happens next” line.
Instead of:
“Contact us”
Try:
“Book a 15-minute fit call”
“Tell us what you need (we reply within one business day)”
“Get pricing”
This sounds nicer and lowers uncertainty, which is what stops clicks.
Example: Matching CTA to intent
Let’s say your visitor is early stage. They’re not ready to talk. If your main CTA is “Book a demo,” you’re asking for too much too soon.
Better layout:
- Primary CTA (low commitment): “See pricing and packages”
- Secondary CTA (medium): “View examples”
- Tertiary CTA (high): “Book a 15-minute call”
Now you catch more people where they actually are.
A Fast Checklist You Can Use Today
When you rewrite a page, run this in order:
- Lead with the buyer’s problem and desired outcome (not your passion)
- Replace vague claims with scope, time, and deliverables
- Choose a CTA that fits readiness and explain what happens next
It’s not poetry. It’s clear. And clear sells.
