What the checker looks for
It compares your text with a list of about 120 phrases in four groups, built from the copy we edit most often:
- Buzzwords: “solutions”, “innovative”, “seamless”, “cutting-edge”, “synergy”. They sound impressive and say nothing a competitor could not also claim.
- Empty claims: “high quality”, “best in class”, “customer-focused”, “trusted partner”. Every business says these; proof says more.
- AI tells: “delve”, “in today’s fast-paced world”, “it’s important to note”, “unlock the power of”, “navigate the complexities”. Common in unedited AI drafts and quickly spotted by readers.
- Filler: “in order to”, “at the end of the day”, “really”, “very”, “basically”. Words that add length without meaning.
The density figure is flagged phrases per 100 words. Under 1 is tight; above 3, readers will notice. Like any word list, it cannot judge context: “quality” is fine in “air quality testing”. Treat every highlight as a question, not an error.
How to rewrite a flagged phrase
| Instead of | Ask | Example |
|---|---|---|
| “Innovative solutions” | What exactly do you do? | “We rebuild slow WordPress sites so they load in under two seconds” |
| “High-quality service” | What proves it? | “Rated 4.9 from 212 reviews; most jobs finished in a day” |
| “Tailored to your needs” | What changes for each customer? | “We start with a 30-minute call about your current setup” |
| “In today’s digital world” | Does the sentence need an intro? | Usually: delete it and start with the point |
For a structured way to turn features into concrete outcomes, use the Features to Benefits Converter.
Editing AI drafts
AI is useful for a first draft, but it writes the average of everything it has read, which is exactly why it sounds generic. Replace its claims with your own facts, examples and customer words, and cut its intros and summaries. Our guide on editing AI-written copy walks through the process, and the Readability Checker helps with the final pass.