“Easy” is a claim readers only believe once they’ve seen it.
Easy, easily and effortless appear on 47 of the 100 SaaS homepages we checked. Every product wants to sound simple, which is why readers have stopped taking the word at face value and look for proof instead.
47/ 100
47 of 100 SaaS homepages we checked use “Easy and effortless”.
Includes “easy”, “easily”, “effortless” and “effortlessly”. A separate count found “simple” or “simplify” on 33.
How we countedWhat the writer is trying to say.
Writers use easy to lower the perceived cost of switching: no training, no developer, no long setup. For many buyers this is the deciding worry, so reassuring them is the right instinct.
Why it stops working.
Easy is a judgement the reader wants to make for themselves. When the page makes it for them, without showing the steps, it sounds like every other product that said the same thing and turned out to need a two-week onboarding.
The word also hides what the reader actually wants to know: how long setup takes, what they have to do themselves and what happens if they get stuck.
Say what you actually mean.
Pick the alternative that matches what you were trying to say. Most of the time the fix is a specific detail, not a better adjective.
The same sentence, made specific.
- Before
Easily sync with your accounting software.
AfterConnect Xero or QuickBooks once and every paid bill is recorded there automatically.
Shows how little the reader has to do.
- Before
Effortless scheduling for everyone.
AfterShare one link. People pick a time that suits both calendars, and the invite lands in both inboxes.
Demonstrates ease instead of asserting it.
When it’s fine to keep it.
Easy is believable when it sits next to the evidence: a short list of steps, a setup time or a customer saying it in their own words. A product demo or screenshot does more for an easy claim than any adjective.
Revisi flags it under Credibility.
Revisi flags easy and effortless when the sentence asserts ease without showing it. The finding asks for the steps, time or customer evidence that would let a reader judge for themselves.
Scan a page free“Easy and effortless”: common questions
Show it instead. List the steps, give the setup time or quote a customer. Almost half of the SaaS homepages in our study used easy or effortless, so the word alone doesn’t reassure anyone.
Not really. Both are claims readers want to verify. “Simple” or “simplify” appeared on 33 of the 100 homepages we checked.
Describe the first few minutes: what the reader clicks, what they connect and what they see when it works. A short demo or screenshot does the rest.
Find out if your website sounds like you.
Start with one public page. See the sentences that need attention and understand why.