What slop looks like in coaching and consulting
The coach in front of a stock-looking background, "Unlock your full potential", a three-step "How it works", a testimonial carousel of first names with round avatars, a countdown, and a "Book a free discovery call" button repeated five times. The copy could be about any coach in any field.
What a designer would have done
What the coaching is for, who it is not for, what a session costs, what a named client did afterwards, and the coach's own voice in the writing. Specific beats aspirational, every time.
Tells to check first
- The conveyor belt: Hero, three features, a testimonial row, a pricing table and a final call to action, in that order, with nothing specific to this business anywhere in the sequence.
- Testimonials from Sarah J.: Quotes from "Sarah J., Marketing Manager" and "Michael T., CEO", with generated portraits, praising the product in the product's own vocabulary.
- Suspiciously round numbers: "10,000+ happy customers", "99.9% satisfaction", "500+ projects delivered", on a company that registered its domain this spring.
- Elevate, unlock, seamless, empower: Headlines and subheads built from the model's favourite verbs: elevate, unlock, empower, streamline, seamless, effortless, next-level, game-changing.
- "In today's fast-paced world": An opening line that begins with the state of the world: "In today's fast-paced digital landscape", "In an ever-evolving market", "Now more than ever".