The phrases that make good products sound like everyone else.
Each entry explains what the writer was trying to say, why the phrase stops working, what to write instead and how often it turns up on the homepages of well-known SaaS companies.
Buzzwords
Words that sound professional and could describe almost any product.
Insights
Promises understanding without saying what the reader will learn.
In one place, all-in-one and unified
A consolidation promise that rarely says what’s being consolidated.
At scale
Promises growth without saying how big, or what holds up.
Powerful
Promises capability without naming one.
Seamless
A promise that nothing will go wrong, made in a word readers have learned to skip.
Streamline
A word for efficiency that never says which step got shorter.
End-to-end
Precise in engineering, vague in marketing.
Leverage
A longer, more corporate way to say “use”.
Best-in-class and world-class
A ranking with no league table behind it.
Robust
Sounds strong, says nothing about what it can handle.
Vague promises
Claims of benefit that never say what actually gets better.
Faster
A speed claim with no starting point and no finish line.
Easy and effortless
A reassurance readers have learned not to believe until they see it.
Unlock
Promises hidden value without saying what it is.
Drive results
A promise of outcomes that never names one.
Elevate
A step up from nothing in particular.
AI vocabulary
Words that arrived with AI features and now describe almost every product that has one.
AI agents and agentic
A product category used as a promise.
AI-powered
Names the ingredient instead of the result.
Smarter
A comparison with nothing on the other side.
AI-native and AI-first
A claim about how the product was built, made to readers who care what it does.
AI-era patterns
Sentence shapes that have become common in AI-drafted copy and are now easy to spot.
Whether you’re a X or a Y
Tries to speak to everyone and ends up speaking to no one.
It’s not just X, it’s Y
A contrast that argues with a claim nobody made.
In today’s fast-paced world
An opening line that delays the point.
One hundred SaaS homepages, read in a real browser.
On 3 October 2026 we loaded the homepages of 100 well-known SaaS companies in a headless browser, scrolled each page so lazy-loaded sections appeared, and read its visible text, including customer quotes. A homepage counts once for a phrase however many times the phrase appears on it.
Patterns were kept literal so the numbers are easy to check: "seamless" includes "seamlessly", "streamline" includes "streamlined" and "streamlining", and the sentence patterns were checked by hand. Twelve homepages that blocked automated browsers, or showed them a different page from the one people see, were replaced with comparable companies. The sample leans towards well-known brands with large marketing teams, so smaller sites may use these phrases more often.
The 100 homepages in the sample
- 1password.com
- ahrefs.com
- airtable.com
- airwallex.com
- algolia.com
- amplitude.com
- apollo.io
- asana.com
- atlassian.com
- attio.com
- auth0.com
- basecamp.com
- bill.com
- box.com
- brevo.com
- brex.com
- buffer.com
- cal.com
- calendly.com
- chargebee.com
- clay.com
- clickup.com
- close.com
- cloudflare.com
- coda.io
- databricks.com
- datadoghq.com
- deel.com
- descript.com
- docusign.com
- drift.com
- dropbox.com
- expensify.com
- fathom.video
- figma.com
- framer.com
- front.com
- github.com
- gitlab.com
- gong.io
- grammarly.com
- hex.tech
- hootsuite.com
- hotjar.com
- hubspot.com
- intercom.com
- jasper.ai
- klaviyo.com
- lattice.com
- launchdarkly.com
- linear.app
- loom.com
- mailchimp.com
- mercury.com
- mintlify.com
- miro.com
- mixpanel.com
- monday.com
- mongodb.com
- netlify.com
- notion.com
- okta.com
- outreach.io
- paddle.com
- pagerduty.com
- pipedrive.com
- pitch.com
- plausible.io
- posthog.com
- postman.com
- resend.com
- retool.com
- rippling.com
- sanity.io
- segment.com
- semrush.com
- sentry.io
- shopify.com
- slack.com
- smartsheet.com
- snowflake.com
- sproutsocial.com
- squarespace.com
- stripe.com
- supabase.com
- superhuman.com
- surferseo.com
- tally.so
- trello.com
- twilio.com
- typeform.com
- unbounce.com
- vercel.com
- webflow.com
- wix.com
- writer.com
- xero.com
- zapier.com
- zendesk.com
- zoom.com
Find out if your website sounds like you.
Start with one public page. See the sentences that need attention and understand why.