Is your website trying to sell the world’s best pies?

Let me explain.

I was driving through the countryside with my family — lovely day, windows down, stomachs rumbling — when we passed through Bilpin. If you’re from New South Wales, you’ll know it’s famous for apples. And where there are apples, there are apple pies. Everywhere.

But here’s the thing: not all apple pies in Bilpin are good. Some are actually terrible. Yet every second shop has a sign out the front that says: “World’s Best Apple Pies.”

It doesn’t help. It doesn’t tell me anything useful. It doesn’t help me make a decision. And I’m left trying to guess which pie won’t disappoint my kids and ruin the drive home.

That’s what a lot of websites are like.

Take a look at your own site — or your brochure, or pitch deck — and ask: are you selling “the world’s best pie”?

I call these “World’s Best Pie statements”. There are two types:

1. Generic clichés
Things like:
– We’re experts.
– We’re passionate.
– Our clients trust us.

Cool. So does everyone. That doesn’t help me choose you.

2. Industry clichés
In my world, that’s stuff like:
– High-converting websites
– Enterprise-grade hosting
– 3x your ROI with Google Ads

These phrases used to mean something. Now they’re just noise.

And hey, I’m guilty of it too. I look at my own website and wince. This is not about perfection — it’s about progress. Once you notice the “world’s best pie” signs in your own marketing, you can’t unsee them.

So here’s your challenge:
Find the world’s best pie claim in your copy.
Then replace it with something specific. Something real. Something that actually helps your audience decide.

That’s how you make your website a little less Bilpin, and a little more brilliant.

Good luck.