The words you choose for your website have the power to attract and engage your ideal audience – or alienate them altogether. Unfortunately, many businesses fall into the trap of relying on tired, overused business jargon that few people actually connect with. Think robotic phrases like “cutting-edge solutions,” “synergy,” or “best-in-class.” It’s time to break free from this jargon trap.
In this article, we’ll unpack why business jargon hurts your website’s effectiveness and how to craft website content that truly resonates with your target audience.
The Problem with Business Jargon
First of all, what exactly is business jargon? Think of it as the specialized language of the corporate world, filled with buzzwords, acronyms, and overly formal expressions. Phrases like “leverage synergies,” “ideation,” or “value-added solutions” might sound impressive in a boardroom, but they often leave the average website visitor confused and disengaged. While insider industry jargon has its place, using it too heavily on your website can alienate your target audience.
Businesses often use jargon for several reasons. It may simply be a bad habit, ingrained in the way people communicate within certain industries. Some may also fall into the trap of assuming that complex language makes them sound more intelligent and credible. Additionally, jargon can act as insider shorthand, a way to signal that you’re “in the know.”
However, when jargon dominates your website, it creates barriers for your audience. Visitors unfamiliar with your niche-specific lingo might feel excluded or even intimidated. If people don’t understand what you’re saying, they won’t be interested in sticking around to figure it out. Plus, overly complex language obscures your message and dilutes your brand voice. Ultimately, frustrated visitors might abandon your site without taking the desired action, leading to lost opportunities for conversion and connection.
Recognizing Business Jargon on Your Website
The first step to ditching the jargon is recognizing it. Start by auditing your website’s content with a critical eye. Look for phrases and terms that might not be universally understood.
Here are a few tips to help you pinpoint potential culprits:
- Buzzword Alert: Be wary of trendy words and phrases that sound impressive but often lack clear meaning. Some common examples include “best of breed,” “holistic approach,” and “disruptive innovation”. If it wouldn’t make sense in everyday conversation, it probably shouldn’t be on your site either.
- Acronym Overload: While acronyms can be efficient within your industry, overuse alienates readers outside of the bubble. Be mindful of whether you’re clearly defining any acronyms used, and avoid peppering your text with them excessively.
- The Outsider Test: Put yourself in the shoes of someone who is not familiar with your industry or niche. Read your content aloud – are there words or phrases you’d need a corporate dictionary to understand? If so, it’s time for a rewrite.
Remember: Sometimes, what might seem like common knowledge within your company or industry is entirely foreign to your potential customers.
Tips for Replacing Business Jargon with Customer-Friendly Language
Know Your Audience
Understanding your target audience is the key to replacing jargon with language that connects and resonates with them. Begin by asking yourself crucial questions: Who are the people you want to reach? What problems do they face that your product or service helps solve? How familiar are they with your industry’s terminology? Are they seasoned professionals seeking technical details, or newcomers looking for easy-to-understand explanations?
The answers to these questions will profoundly shape your writing choices. For an audience well-versed in your industry, some technical terms might be necessary. However, if your website aims to serve a broader public, jargon will create unnecessary barriers. Focus on translating your value proposition into terms your ideal customer relates to, emphasizing how what you offer directly addresses their needs and eases their pain points. Avoid assuming prior knowledge and focus on communicating in a way your audience will find both useful and engaging.
Use Simple and Clear Language
The goal of your website’s content should be to inform, persuade, and connect with visitors, not confuse them with convoluted language. You should always prioritize simplicity and clarity, opting for short, concise sentences and everyday vocabulary whenever possible. Don’t mistake complexity for intelligence. True expertise lies in the ability to break down complex concepts into easily digestible terms.
More specifically, it helps to focus on active verbs and clear language to replace jargon-heavy phrases. Instead of saying “leverage synergies,” try a phrase like “combine strengths.” If you absolutely need to use a technical term, provide a brief explanation or clear definition to ensure your audience isn’t left wondering what you mean.
Incorporate Storytelling and Examples
People naturally connect with stories because they’re memorable and engaging and they help make abstract concepts relatable. For this reason, you should infuse your website content with storytelling elements whenever possible. For example, instead of simply listing features, illustrate how your product or service solves a real-world problem by sharing a customer success story.
Analogies are another excellent way to bring clarity and engagement. Consider explaining technical concepts by comparing them to familiar scenarios or examples people can easily grasp from their everyday lives. This helps your audience build a mental image and makes information more readily understandable.
Involve the Whole Team
Removing jargon and creating customer-centric content shouldn’t be a solo mission. Encourage collaboration with different team members from various departments. Someone outside of your immediate niche is more likely to spot jargon or identify areas where language could be simplified further.
It can be especially helpful to ask colleagues with less specialized backgrounds to read sections of your website and provide feedback. During this process, look for any instances where they stumble over terminology or have difficulty understanding the main ideas you want to convey. Then, you can rewrite those sections collaboratively to ensure your message is accessible to the widest possible audience.
Making the Shift Away from Business Jargon
The transition away from business jargon is an ongoing process. Make it a habit to regularly review your website content with a critical eye. Does the language feel accessible and inviting, or is it filled with industry-specific terms that alienate visitors? Enlist the help of colleagues, friends, or family members outside of your field for feedback and insights.
By ditching the jargon and embracing clear, customer-centric language, you’ll transform your website into a powerful communication tool that builds trust and resonates with your target audience. Remember, language choices directly impact the perception of your business, the effectiveness of your messaging, and ultimately, your ability to connect with potential customers.