“Smarter” compares the product with something it never names.
Smarter is a comparative without a comparison. Smarter than what, and in what way? On the 31 SaaS homepages in our study that used it, the answer is usually somewhere else on the page, if it is there at all.
31/ 100
31 of 100 SaaS homepages we checked use “Smarter”.
Often in pairs such as “smarter, faster” and “work smarter”, or describing AI that “gets smarter with every interaction”.
How we countedWhat the writer is trying to say.
Writers use smarter in two ways: to say the reader will make better decisions or work more efficiently, and to say the product learns and improves over time. Both are real benefits, and both have specific, checkable versions.
Why it stops working.
Smarter flatters the reader without informing them. “Smarter scheduling” and “spend smarter” imply that the old way was foolish, but they don’t say what the new way does differently, so the reader can’t judge whether it applies to them.
The phrase “gets smarter over time” has the same gap. A reader wants to know what improves, how quickly and what the product needs from them for that to happen.
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
Smarter, simpler scheduling.
AfterShare one link and people book a time that suits both calendars, without a single email.
Shows the improvement instead of grading it.
- Before
Gets smarter with every interaction.
AfterAfter a few weeks it knows which requests your team usually approves and drafts them that way.
Says what is learned and what the reader gets from it.
Revisi flags it under Clarity.
Revisi flags smarter when the sentence doesn’t say what improves or compared with what. The finding asks for the specific decision, step or behaviour that changes.
Scan a page free“Smarter”: common questions
Yes. “Work smarter, not harder” has been a business cliché for decades, and SaaS copy has kept it alive. Saying which step gets easier is far more persuasive.
Say what the reader can now do or know that they couldn’t before, such as booking without emails or seeing which campaigns bring paying customers.
Say what it learns, how long that takes and what the reader notices as a result, for example suggestions that match their usual choices after a few weeks.
Find out if your website sounds like you.
Start with one public page. See the sentences that need attention and understand why.