Nouns tell. Verbs sell.

Most landing pages are built on nouns. Platform. Framework. Ecosystem. Engagement.

Readers skim right past them. Nouns ask the reader to already know what you mean. Verbs don’t. Verbs do the work.

The quiet test

Grab the first five sentences on your homepage. Circle every verb. If you find yourself circling “is,” “are,” “provides,” “enables,” or “helps,” your page is telling, not selling.

Those verbs are hedges. They push decisions one layer deeper into the page. The reader who needed convincing at line two is already gone.

What strong verbs look like

Strong verbs carry a picture with them. A picture is a decision shortcut.

• “We help companies with brand positioning” → passive. Claims help, shows nothing.
• “We dig out the sentence your customers are actually looking for” → active. You can see it happening.

Same promise. One of them sells.

Why this matters more than it should

Most businesses don’t need more copy. They need the copy they have to do more work. Swapping ten hedging verbs for ten working ones takes an afternoon. It often moves conversion more than a redesign would.

That’s the trade.