8 Ways Vague Language Kills Your Conversions (And How to Fix It)

Picture this.

You’re a B2B marketing leader under immense pressure to deliver leads, but most that come in don’t fit ICP.

Salespeople complain that you’re sending too many garbage leads.

The CFO is breathing down your neck, demanding accountability for every dollar.?

What do you do to fix it?

First, take a look at the language you’re using in headlines and taglines in advertisements, web copy (especially the hero) blogs, and other content and eliminate any vague or wishy-washy language.

Vague language is a conversion killer, plain and simple.

When prospects come to your site and they can’t quickly figure out whether it will help them solve their problem, they’ll move on.

Not only does vague language confuse potential customers, it undermines trust.?

And according to this year’s B2B Buying Disconnect Report from TrustRadius, brands that fail to build trust will lose out big time.

In the world of direct response marketing, legends like John Carlton, Gary Halbert, and David Ogilvy hammer home one truth: specificity sells.?

So, let’s explore eight ways vague language sabotages your SaaS conversions and tips from these direct response legends that can help you today.

1. Reduced Credibility

You come off as sketchy when your site is full of vague claims. People don’t trust you.?

As David Ogilvy put it, "The consumer isn't a moron; she's your wife." She can tell when she’s being fed fluff. If you want to earn trust, be specific.

Vague: "Our project management software helps teams work together."?

Specific: "Our project management software increases team collaboration by 30%, helping you complete projects 15% faster on average."

See the difference? Numbers don’t lie. They build trust and credibility to support your claims.

2. Lower Conversion Rates

Visitors to your site are there for a reason. They want to know if your product can solve their problems, so if you’re not explaining it clearly enough, they’ll go somewhere else.

John Carlton nailed it: "Be specific. People are suspicious of vague claims and hyperbole. Use concrete details and examples to prove your point."

Vague: "Boost your sales with our CRM."

Specific: "Increase your sales by 25% with our CRM's automated follow-up and personalized customer insights."

Your prospects need a reason to act. Give it to them in clear, compelling terms.

3. Poor SEO Performance

Google loves specifics, and vague language is SEO kryptonite. Using specific language and keywords that drive organic traffic is more important than ever as AI takes over.?

To be effective in search, you need to feed the search engines with specific details about the typical problems you solve for customers.

Vague: "Our software simplifies project management."

Specific: "Our software streamlines project management by integrating all tasks into one platform, reducing project completion time by 20%."

SEO is all about relevance and value. Make it easier for your target audience to find you. Be specific, and you’ll rank higher and reach more of the eyes you want on your website and content.?

4. Higher Bounce Rates

When visitors land on your page and see a whole lot of vague language, many will grow impatient and bounce. They want answers, and they want them now.?

Your prospects don’t want to dig through vague language to decipher whether or not your product will help them solve their problem.?

And they’re not ready to talk to sales yet–and repeating the “get a demo” button in your hero isn’t convincing them to do it sooner.

Don’t put that burden of figuring out what you do on your prospect.?

Instead, use specific language to tell them what your product offers and how it will help them.?

Vague: "Improve team collaboration with our tool."?

Specific: "Enhance team collaboration by 30% with our real-time messaging and task assignment features."

Make what you offer clear from the get-go. Hook them with specifics, and they’ll happily and willingly dive further into your site.

5. Misaligned Expectations

It’s not good when prospective customers expect one thing and get another–like when they click on your ad but bounce because the landing page is incongruent.

Claude Hopkins said it best: "People can judge your product only by what you tell them. Tell them the full story, not vague claims."

Vague: "Our software is user-friendly."?

Specific: "Imagine logging into a dashboard where all your critical data is presented in an intuitive, easy-to-understand format. With just a few clicks, you can generate detailed reports, track key metrics, and make informed decisions swiftly and confidently."

Set clear, accurate expectations. Happy customers are repeat customers.

6. Ineffective Differentiation

In a crowded market, you need to stand out. Vague language makes you blend in with everyone else.?

Gary Halbert hammered this home: "The more specific your claim, the more credible it will be. Vague generalities don't sell. Be precise, be clear, and back up your statements with evidence."

Vague: "Our cybersecurity solution protects your data."?

Specific: "Our cybersecurity solution offers real-time threat detection and automated response, reducing security incidents by 40% and ensuring your data remains safe."

Your USP needs to be crystal clear. Specifics set you apart from the competition.

7. Wasted Marketing Spend

Vague ads are money down the drain. If your marketing doesn’t convey the benefits of your product clearly, you’re wasting your budget. Specifics drive click-throughs and conversions.

Vague: "Make your financial processes easier with our software."?

Specific: "Automate invoicing and expense tracking, saving you up to 10 hours per week on financial management."

Clear, compelling messaging maximizes your ROI.

8. Reduced Customer Loyalty and Advocacy

Customers need to know what they’re getting. Clear, specific communication builds trust and loyalty.

Eugene Schwartz advised: "You must be able to clearly visualize what you are selling. If you can't see it in your mind's eye, you can't write about it in a way that your prospect will understand and want."

Vague: "Our automation tool boosts your marketing efforts."?

Specific: "Automate your email campaigns with our tool, leading to a 25% increase in open rates and a 15% boost in conversion rates."

Satisfied customers turn into loyal advocates. Specifics ensure they know exactly why they should stick with you.

How to Transform Vague Language

So, how do you turn vague language into conversion gold??

Here are some actionable tips:

1. Identify Specific Benefits: Make sure the top three benefits of your product are clearly stated on your homepage. Use concrete details and avoid vague language.
2. Use Data and Testimonials: Incorporate real-life examples, customer testimonials, and statistical data to substantiate your claims. This builds credibility and trust.
3. Simplify Your Language: Review your website copy for jargon and buzzwords. Replace them with clear, plain language that resonates with your target audience. Additionally, clever language often leads to confusion and should be avoided.
4. Visualize the Benefits: Use storytelling techniques to illustrate the benefits of your product. Paint a vivid picture that helps potential customers understand how your product will improve their lives.
5. Test and Optimize: Continuously test different versions of your website copy to see what resonates best with your audience. Use A/B testing to refine your message and improve conversions.

Remember, clear and specific language not only communicates the value of your product but also builds the trust and credibility needed to turn visitors into loyal customers.

Specifics sell. Period.

By embracing the principles of clarity and specificity championed by the masters of direct response marketing, your SaaS website can stand out in a crowded market and significantly boost conversions.?

Take these lessons from the legends and watch your qualified sales conversations soar.

P.S. Looking for some fresh ideas to increase your conversions and give sales more qualified leads? Look no further than right here.