The problem is, the author suggests banning words just based on her personal impression of them without testing or feedback. Some of those words or phrases - We

The problem is, the author suggests banning words just based on her personal impression of them without testing or feedback. Some of those words or phrases - Welcome, please, click here - might perform better in A/B testing than anything else for some sites and products. If so, they should be used. "Features" is the understood jargon and common navigation in certain industries. Actually, she did mention testing once: > After I mentioned this at an industry event last year, a travel company contacted me to say they simply removed ' * denotes mandatory field' and replaced it with 'you must fill in the boxes marked * ' and saw an immediate uplift in conversions. See, that's good. That's how you do it. Change if conversions or goals reached are going up when there's measurable goals. For more subjective stuff, sure, maybe make it spicier, entertaining, literally descriptive, or concrete. But it's a bit silly to say "the word 'solutions' is overused, don't use it". There's a reason people use the word solutions, which is that it's the most effective word lots of times. But don't take anyone's word on it, split test it on your own site and use whatever works best. Don't blindly go with intuition, intuition is often wrong.