Most B2B websites suffer from a “believability” problem.

You claim to be the “leading solution.” You say you offer “world-class support.” You tell prospects you’ll help them “scale efficiently.”

The problem? Your competitors are saying the exact same things.

When every headline sounds identical, prospects stop reading. They stop trusting. And eventually, they stop clicking. To convert visitors into leads, you need to swap generic claims for radical specificity.

Why Vague Claims Kill Conversions

Vague language is a cognitive drain. When a visitor reads “we help you grow,” their brain has to do the heavy lifting to figure out how.

In the B2B world, time is the scarcest resource. If a founder or marketing manager can’t grasp your value in three seconds, they leave. Generic praise feels like “marketing fluff.” Specificity, however, feels like a fact.

How to Audit Your Own Messaging

Look at your homepage right now. Identify every adjective that doesn’t have a number or a specific result attached to it.

Common offenders include:

  • Fast
  • Easy
  • Reliable
  • Cost-effective
  • Powerful

The “So What?” Test

For every claim on your site, ask: “So what?”

If your site says “Our dashboard is intuitive,” the “So what?” answer should be “So your team can save four hours of manual data entry every week.” Use that second sentence as your headline instead.

Transforming Your Social Proof

Testimonials are the backbone of B2B trust. But “They were great to work with” is a wasted opportunity.

Move from Vague to Verifiable

Don’t just list logos of companies you’ve worked with. Attach a specific outcome to those names.

  • Weak: “hmpgr helped us improve our website.” — SaaS Founder
  • Strong: “hmpgr identified three bottlenecks that were costing us $2,000 a month in lost leads.” — CEO at TechFlow

Placement Matters

Stop burying your best social proof on a dedicated “Customers” page. No one visits that page until they are already sold.

Instead, place specific micro-testimonials right next to your Call to Action (CTA) buttons. A quote about how easy your onboarding is belongs right next to your “Start Free Trial” button.

Pro Tip: Use the “Contextual Quote”

When adding a testimonial, don’t just use the person’s name. Include their specific job title and the specific problem they solved. People trust people who share their daily struggles. Seeing “Head of Growth” next to a quote about lead quality carries more weight for a marketing manager than a generic “CEO” title.

Make Your Data Do the Talking

If your product is “fast,” tell them exactly how fast. If your product “saves money,” show them a percentage.

  • Instead of “Better ROI,” use “14% lower cost-per-acquisition.”
  • Instead of “Quick setup,” use “Go live in under 15 minutes.”

Specific numbers are “sticky.” They stay in the visitor’s mind long after they’ve closed the tab.

Stop Guessing, Start Auditing

Is your website messaging too vague? Most founders are too close to their own product to see the fluff.

Get a clear, objective look at how your site performs. Use our free tool to identify exactly where you’re losing trust and how to fix it for better conversions.

Ready to see what’s holding your growth back? Run your free audit at hmpgr.com.