“Insights” never says what the reader will find out.
Insights appears on 61 of the 100 SaaS homepages we checked, usually as “actionable insights”, “AI insights” or “deeper insights”. A reader can’t act on the word. They can act on the specific thing they will learn.
61/ 100
61 of 100 SaaS homepages we checked use “Insights”.
About 23 of these used the word only as a label, such as a resources section or a feature name. The rest used it in a sentence, often with “actionable”, “deeper” or “AI”.
How we countedWhat the writer is trying to say.
Writers use insights to say the product turns data into understanding: which customers are at risk, which campaigns work, where money is going. Behind the word there is almost always a specific question the product answers, and that question is the selling point.
Why it stops working.
Insights is a container word. “Get actionable insights from your data” describes every analytics, reporting and AI product on the market, so it gives the reader no reason to choose this one, and no picture of what they would see after signing up.
Adjectives make it worse rather than better. Actionable, deeper and powerful insights each add a promise without adding information, and readers have learned to skim past the whole phrase.
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
Turn raw data into actionable insights.
AfterEvery Monday you’ll see which pages lost search traffic last week and which keywords caused it.
The insight itself is the selling point.
- Before
Get deeper insights into your audience.
AfterSee which subscribers open every email, which ones have gone quiet and which links they click.
Replaces an adjective with what the reader will actually see.
When it’s fine to keep it.
Insights is fine as a navigation label or a section name, where the reader expects a short heading. In a sentence that is meant to persuade, replace it with the question the product answers.
Revisi flags it under Clarity.
Revisi flags insights when the sentence doesn’t say what the reader will learn. The finding asks for the specific question, signal or comparison the product surfaces.
Scan a page free“Insights”: common questions
Name the insight and the action: “see which customers are about to cancel, and send them an offer before they do”. The specific question is more persuasive than any adjective.
Yes. 61 of the 100 SaaS homepages in our study used it, although about a third of those only used it as a label, such as a resources section.
Yes. As a short label it does its job. The problem is using it in persuasive copy without saying what the reader will learn.
Find out if your website sounds like you.
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