The swap test is the quickest check in the kit. Read the headline, put the competitor two streets away in the company’s place, and see whether anything breaks. “Your partner for recht” survives. “The only Kanzlei in Oranienburg that answers on Saturdays” does not. Medium because real small businesses have written the generic line for decades; it becomes evidence when it sits on top of other copy tells.
Builders whose defaults include this one
An entry names a builder only when its fingerprints are visible; this tell is one of them for Wix AI site builder.
Other tells in copy
- "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".
- Elevate, unlock, seamless, empower: Headlines and subheads built from the model's favourite verbs: elevate, unlock, empower, streamline, seamless, effortless, next-level, game-changing.
- Emoji bullets: Lists whose bullets are a rocket, a sparkle, a check mark or a light bulb, usually one per feature, usually the same four.
- Lorem ipsum shipped: Placeholder text, "Your text here", "Heading 2" or "[Company name]" left on the live site.
- No sentence only this business could have written: Read every sentence on the home page. None of them names a place, a person, a year, a price, a real customer or a real limitation.
- Suspiciously round numbers: "10,000+ happy customers", "99.9% satisfaction", "500+ projects delivered", on a company that registered its domain this spring.
- 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.
