You know your industry inside and out. Your potential clients or customers don’t.
When your website is packed with buzzwords and insider terminology, people have to work harder to understand what you do and whether you can help them. That extra mental effort creates friction, which can easily turn folks away.
If you use language that people immediately understand, you remove that friction, making it easier for them to take the next step.
Examples
Say you run an accounting firm, for example. Here’s what removing that friction looks like in practice:
Before (jargon-heavy)
“We provide comprehensive tax planning and compliance solutions designed to maximize fiscal efficiency while mitigating regulatory risk.”
After (plain language)
“We help businesses stay compliant, reduce tax surprises, and keep more of the money they earn.”
Try This
Read your website copy out loud.
If you wouldn’t say those exact words to someone sitting across from you at a coffee shop, make a note of them.
As you review your website, create a list of every buzzword, acronym, industry term, or insider phrase you find.
Don’t edit anything yet. Just make the list.
You may be surprised by how many words and phrases make perfect sense to you, but could leave potential clients or customers wondering what you actually mean.
- Related article: 31 corporate jargon phrases to avoid (and what to say instead)
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