Landing page copy that doesn't sound AI-written (and the words to cut)

The phrases that make AI-built landing pages sound generated, a simple formula for headlines and subheads, and before/after rewrites you can copy.

Updated 2026-10-15 · 3 min read · by the Unslop Me team

Visitors decide in a few seconds whether a page was made with care. Design gets most of the attention, but copy gives a site away just as fast. "Unlock the power of seamless collaboration" is a sentence nobody has ever said out loud, and readers can tell.

The words to cut

Our scanner flags these because they appear on a huge share of generated landing pages:

unlock, supercharge, seamless / seamlessly, elevate, revolutionize, empower, effortless / effortlessly, game-changer, cutting-edge, next-level, all-in-one, transform your, unleash, harness the power, streamline, in seconds, AI-powered, take your ... to the next level, boost your, reimagine

None of them is wrong. They're just empty. Each one stands in for a specific claim you could make instead.

A formula that works

Headline: what it is + who it's for. Under eight words. Plain nouns.

Subhead: the outcome + one concrete detail. One or two sentences. This is where the specifics go.

Button: the first action, as a verb. What happens when I click?

Before and after

A scheduling tool

• Before: "Supercharge your productivity with AI-powered scheduling."
• After: "Scheduling for physiotherapy clinics." Subhead: "Patients book and reschedule themselves, reminders go out by SMS, and no-shows dropped 30% for our first ten clinics." Button: "Set up your clinic".

A habit tracker

• Before: "Unlock your full potential. Build better habits effortlessly."
• After: "A habit tracker that doesn't nag." Subhead: "One tap a day, a weekly summary on Sunday, and no streaks to lose when life happens." Button: "Start tracking".

A dev tool

• Before: "Revolutionize your workflow with seamless API monitoring."
• After: "Know when your API breaks before your users do." Subhead: "Synthetic checks every 30 seconds from six regions, alerts in Slack, and a public status page you don't have to build." Button: "Add your first endpoint".

Notice that the "after" versions are less impressive-sounding and more convincing. Specifics do the persuading.

Feature sections

The default AI feature block is three cards: "Lightning Fast", "Secure by Default", "Easy to Use". Every product claims those, so they carry no information. Instead:

• Name the feature the way a user would ask for it ("Export to Xero", not "Seamless Integrations").
• Follow with what it saves them ("No more copying invoices by hand at month-end").
• Show it. A cropped screenshot is worth more than an icon.

Social proof

Fake testimonials are worse than none. If you have three users, quote one of them with their permission and first name. If you have none, show the product working instead, or write a short, honest "why I built this" from the founder.

Getting AI to write better copy

If you draft with a model, give it raw material and constraints:

Write 5 landing page headline options and 3 subheads for this product.
Customer: independent physiotherapy clinics with 1-5 practitioners.
Their problem, in their words: "We lose an hour a day on the phone moving appointments" and "No-shows kill us."
What it does: online self-booking, SMS reminders, a waitlist that auto-fills cancellations.
Rules: headlines under 8 words, plain words, no metaphors. Never use: unlock, supercharge, seamless, elevate, empower, effortless, streamline, revolutionize, all-in-one, AI-powered, "in seconds", "next level".
Subheads must include one specific number or detail.

Then pick one and edit it yourself. The last 10% is where it starts sounding like you.

A five-minute copy audit

Open your landing page and do this, in order:

1. Read the headline out loud to someone who hasn't seen the product. Ask them what it does. If they can't say, rewrite it.
2. Search for the banned words above. Replace each with the specific claim it was standing in for.
3. Count the adjectives in your hero. More than two is usually too many.
4. Check every button label. Does it say what happens next? "Get started" doesn't. "Create your workspace" does.
5. Find one number. A real one: a time saved, a price, a count of users, a response time. Put it in the subhead.
6. Delete one section. Most generated pages have a section that repeats the one above it. Removing it makes everything else land harder.

Check the rest of the page

Copy is one of 13 tells. Run a free scan to see the others on your site (it quotes the exact phrases it found), read why AI-built apps all look the same, and run the pre-launch design checklist before you post anywhere.

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