Embark Agency team discussing words to avoid in marketing

Some words and phrases are quiet no-nos in marketing circles. Are they the ones you would expect?

Marketing is about building trusted, ongoing relationships with the people you want to reach. But the wrong words can do the opposite, eroding trust, blurring your message, or simply boring people into clicking away. So how many of these words to avoid in marketing are creeping into your sales pitches and web copy? Here is the rundown, plus a cheat sheet of what to say instead. Banish these content killers and your copy will work a lot harder.

Contents

 

Here is the cheat sheet, then we will work through the why behind each one.

Avoid Use instead Why
Click here, Submit, Subscribe Grab your free guide, Get instant access Generic CTAs get ignored; lead with the benefit
Possibly, probably, maybe Specific facts and figures Doubt kills the sale
Think, hope, believe Confident, evidenced statements Sounds speculative rather than sure
Basically, literally Cut them entirely Filler that adds nothing and grates
On a journey, pivot, synergy Plain words for what you actually mean Tired buzzwords date your brand
Leverage, utilise Use Complicated words do not sound smarter
World-class, cutting-edge Show it, do not claim it Empty hype nobody believes
Industry jargon and acronyms The words your customer uses Confused readers disengage

“Click here” and weak CTAs

If you are still using basic words like “click here”, “subscribe” or “submit” on your call to action buttons, it is time for a change. These words are so overused that we barely register them anymore, which is bad news for your traffic and your conversions.

Replace boring buttons with benefit-led links by asking yourself, “Why click here? Why is that good? Why do it now?” until you uncover the real payoff. Used that way, “click here” might become “Grab your free guide”, “Get instant access” or “Reserve your discount”. Small changes like these make a real difference, and they are one of the easiest wins in web design that converts.

Possibly, probably, maybe

Doubt is a deal killer, so words like possibly, probably and maybe are definitely ones to avoid in your marketing. They quietly tell the reader you are not sure, and if you are not sure, why should they be?

Instead, lean on data, facts and analysis wherever you can, so customers feel they are making a rational decision based on solid information. Confidence, backed by evidence, is far more persuasive than a hedge.

Think, hope, believe

In the same vein, words like think, hope and believe can be problematic because they signal wishful or speculative thinking. Aspirational language like this is better saved for direct quotes or video content, where a softer, more personal approach makes sense. Keep it out of your sales copy, where it weakens your case.

For more on writing customer-focused content, have a look at our tips for writing great website blog posts.

Basically (and filler words)

“Basically” has become a common way to introduce something, but watch its potential to offend. It suggests there is a more detailed explanation you are dumbing down, either to save time (which is fine) or because it is complicated and you are worried people will not understand (less fine).

It is also one of those gap fillers, like “literally”, where basically people say basically all the time and it basically gets really annoying. Basically, you should stop using it. Literally. The same goes for the rest of the filler family: just, actually, really, very. Cut them and your sentences get sharper instantly.

Overused buzzwords

Like gap fillers, some words simply get loved to death. For a while, everyone was on a journey. Then we were all busy pivoting. Then everything had to have synergy. These catchphrases are popular for a season, and then we get thoroughly sick of hearing them.

The trouble is that buzzwords date your brand and make you sound like everyone else, which is the opposite of what good marketing should do. Be careful these words do not overstay their welcome in your copy. When a phrase is suddenly everywhere, that is usually the moment to stop using it.

Jargon and complicated words

The final piece of the original advice is to keep it simple. Big, complex words do not make you sound smarter. Jargon is a turn-off, and customers will disengage the moment they cannot understand or relate to your message.

Write in the words your customers actually use, not the ones your industry uses internally. Simply avoiding the words and phrases that undermine trust will help you build more meaningful relationships, and it is a core part of writing website content that connects.

The new offenders: AI filler words

Here is a category that did not exist when this article was first written. As more and more copy is drafted with AI, a tell-tale vocabulary has emerged, the words that make writing sound machine-generated rather than human. Readers are getting remarkably good at spotting them, and once they do, your copy reads as generic and a little hollow.

You know the type: leverage, utilise, elevate your brand, unlock, supercharge, seamless, robust, game-changer, and the dreaded opener “in today’s fast-paced world”. None of them are wrong exactly, but stacked together they sound like a template, not a person. In a market flooded with AI-generated sameness, a real human voice is your edge, so it pays to weed these out. That voice should flow from a clear brand story and sound like you, not like everyone else’s chatbot.

Sounds like AI Try instead
Leverage, utilise Use
Elevate your brand Improve, strengthen
Unlock, supercharge Cut it, or say what actually happens
Seamless experience Smooth, easy
Robust solution Strong, reliable
In today’s fast-paced world Cut the throat-clearing and start
Game-changer Describe the actual change

Frequently asked questions

What words should I avoid in marketing?
Steer clear of weak CTAs like “click here” and “submit”, doubt words like possibly and maybe, speculative words like think and hope, filler like basically and literally, tired buzzwords like “on a journey” or “synergy”, and unnecessary jargon. In 2026, also watch for AI filler words like leverage, elevate, seamless and “in today’s fast-paced world”.

Why does word choice matter so much in marketing?
Because marketing is about trust, and the wrong words quietly erode it. Hedging words make you sound unsure, jargon confuses, buzzwords date you, and filler dilutes your message. Clear, confident, human language does the opposite: it builds trust, sharpens your meaning and keeps people reading.

What should I use instead of “click here”?
Use a benefit-led call to action that tells people what they actually get. Ask yourself why someone should click and what is in it for them, then say that. “Click here” becomes “Grab your free guide”, “Get instant access” or “Book your spot”. Specific and benefit-led always beats generic.

Are buzzwords really that bad?
They are not catastrophic, but they make you sound like everyone else and they date quickly. When a phrase is suddenly everywhere, like “pivot” or “synergy”, it has lost its punch and started to grate. The safest approach is to say plainly what you mean rather than reaching for whatever phrase is trending.

How do I stop my marketing copy from sounding like AI?
Cut the tell-tale filler words (leverage, elevate, unlock, seamless, robust, “in today’s fast-paced world”), write in your own voice, and bring in specifics and real experience that a generic draft never could. Read it aloud: if it does not sound like something you would actually say, rewrite it until it does.

Does avoiding these words really improve results?
Yes, because clearer, more confident, more human copy builds trust and keeps people engaged, and trust and attention are what drive enquiries and sales. You do not need clever words, you need clear ones. Removing the trust-killers is one of the simplest ways to make your marketing work harder.

Read more: 4 copywriting strategies to increase customer engagement