A B2B SaaS visitor has seen "the leading platform for X" on every page they visit this month. The phrase has lost meaning. When your page uses it, the visitor classifies your page as "another one of those" and stops reading.
The fix is not removing adjectives — it is replacing category language with specific claims. "Powerful platform" becomes "API that handles 47 currencies." "Enterprise-grade security" becomes "SOC 2 Type II, encrypted at rest, IP allowlisting." Each specific claim survives the skim because it carries information.
A useful test: would your competitor's page sound different if you swapped your name in for theirs? If no, your page is written in category language. The lower the swap-resistance, the lower the conversion rate.
How Lytms scores it
Lytms scores category language under the Message dimension via the cliche-density module. The module flags repeated category phrases, vague intensifiers (very, extremely, highly), and unsourced superlatives (the best, the leading, the only). Every flagged phrase ships with a concrete rewrite that swaps the cliché for a specific claim grounded in what the page actually does.
See also
From the blog
See category language on your own page.
One URL. About 2 minutes.