Perhaps your website also uses the infamous phrase inviting people to ‘visit us for all your (insert industry sector here) needs’? While this no doubt represents a very pleasant invitation, it doesn’t really say much about you. Nor does a claim to offer ‘the very best in customer service’ or to posses anything that is ‘state of the art’. If the home page on your website includes such words as ‘our 80,000 square foot facility is state of the art’, what does that actually mean and more importantly, why would your customers care? What benefits does the size of your building actually provide the customer with?
Size may matter to you, but what matters most to your client is whether, for example, you can provide difficult to obtain, fully warranted parts, that can be shipped overnight at 20% less than your competitors. This is the sort of thing people want to know in order to buy from you and pointless buzzwords and catchphrases will do nothing to inspire ongoing customer loyalty.