Being "the best" is lazy.

Now, I’m not talking about trying to deliver the best product or service—that’s always a worthy goal. I’m talking about describing yourself as "the best" on your website. Think of headlines like:

• California’s Best Home Painters.
• London’s Best Plumber
• The Best Immigration Lawyer in Vancouver.

Labelling yourself as "the best" is lazy copywriting. Here’s why:

• It’s invisible: The phrase is so overused that it fades into the background like wallpaper.
• It’s unbelievable: Some of the worst customer service comes from businesses that claim to be "the best."

But the biggest reason to avoid this phrase? It stops you from thinking about what actually makes your business the right choice.

The idea of "the best" is always subjective.

It depends on the customer’s specific needs and circumstances. Customers rate your offering based on the trade-offs they’re willing to make.

For example:

• If you have a broken tooth, the best dentist is the one who offers emergency appointments. But if you have an autistic child with a broken tooth, the best dentist might be the one who’s skilled in working with neurodivergent patients—even if it means waiting two days for the appointment.

• If you’re refinishing your floors on a tight budget, the best contractor might be the cheapest option. But if you’re living in the house, the best contractor could be the one who charges more but uses a dust-free process and low-VOC finishes so your kids and cats aren't sneezing and wheezing.

• If you're looking for counselling, the best therapist might be someone who specializes in your particular challenge. But if you need your insurance to cover the cost, the best option becomes someone in your insurance network.

Great landing pages help potential customers see how your business fits their unique situation.

Instead of vague claims, high-converting pages:

• Highlight what sets you apart.
• Position your offering on the key factors your customers care about.

This starts with research. You need to know what matters most to your audience. Common factors include:

• Cost
• Speed (when can you start and how long will it take).
• Quality

Other considerations could be things like:

• Warranties
• Your process.
• Certifications and credentials.
• Experience / track record.
• Etc.

What's better than "the best" (yawn)?

Many years ago, I owned a sound hire company. We handled sound, staging, and lighting for corporate events. Back then, I knew nothing about marketing and made the lazy claim of being "the best sound hire company in town."

Fortunately, a mentor helped me see things differently. He’d worked as a public speaker and knew what really mattered to event organizers: reliability. Our service cost a fraction of the total event budget, but if we were late setting up the stage, we could delay everyone—decorators, florists, and more. And if the sound quality was poor, it would ruin the entire event.

So, we changed our messaging. Instead of claiming to be the best, we marketed ourselves as "The most reliable guys in the sound business" and backed it up with a 100% money-back guarantee.

The takeaway...

Avoid lazy claims. Instead of calling yourself "the best", focus on what truly matters to your customers. Show them how your business aligns with their priorities. That’s how you earn their trust—and their business.

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