Messaging Guidance

Do

• Describe the operational result first.
• Attach one simple metric where possible.
• State who benefits inside the business.

Avoid

• Feature lists without business context.
• Tool names as the primary headline.
• Long technical preambles.

Do

• Write for a mixed business and technical audience.
• Use short sentences and concrete verbs.
• Define uncommon terms once.

Avoid

• Dense consultant phrasing.
• Layered acronyms without explanation.
• Abstract nouns that hide action.

Do

• Reference day-to-day execution bottlenecks.
• Show how friction appears in team workflows.
• Pair pain with a practical next step.

Avoid

• Fear-based warnings.
• Overstating risk without evidence.
• Generalized complaints about technology.

Do

• Tie each differentiator to a measurable effect.
• Explain method, not just promise.
• Use clear before-and-after framing.

Avoid

• Generic claims any firm can make.
• Unqualified superlatives.
• Messaging that sounds interchangeable.

Do

• Add metrics, artifacts, or concise testimonials.
• Specify scope and timeframe for outcomes.
• Link proof to one clear claim.

Avoid

• Unsupported performance language.
• Anecdotes without context.
• Proof hidden deep in long pages.

Do

• Use the same core phrases across pages.
• Maintain a calm, executive tone.
• Align marketing and sales language.

Avoid

• Switching tone by channel.
• Conflicting category labels.
• Style drift between page sections.

Do

• Contrast approaches without attacking vendors.
• Focus on control, speed, and governance.
• Frame change as a practical upgrade path.

Avoid

• Aggressive anti-vendor language.
• All-or-nothing migration claims.
• Inflammatory category rhetoric.

Do

• Give one primary CTA per section.
• Describe what happens after click.
• Keep ask proportional to buyer intent.

Avoid

• Competing CTAs in one block.
• Vague invitations with no scope.
• Calls to action without business context.