“We leverage holistic, bespoke solutions to optimise synergistic paradigm shifts through comprehensive strategic initiatives.”
Did you just vomit a little? Good. You should.
As an ex-lawyer turned SEO copywriter, I’ve seen enough professional services websites to know that too many are drowning in jargon. And it’s costing them clients.
Your website messaging might be doing the digital equivalent of keeping your shop lights off with the door closed.
The corporate buzzwords epidemic
It’s not only industry in website content that makes my head cringe. There are other words on my “don’t use” list as well. These can make potential clients run for the hills. Here’s some examples:
- “Synergy”. Fun fact: ‘synergy’ was voted the most annoying marketing buzzword in 2019 (source: Magnolia). Use “working together” instead
- “Leverage”. Just say “use”, “apply” or “optimise”
- “Bespoke”. Makes me want to vomit (and I know I’m not alone on this one)
- “Holistic”. Overused to the point of meaningless
- “Value-add”. Add value by not saying “value-add”
- “Cost-effective”. Your ideal clients are searching “cheap”, not “cost-effective”. And isn’t everyone’s definition of “cost-effective” or “cheap” different?
And don’t get me started on the acronym avalanche. Digital marketers are very guilty of this by throwing around SEO, CTR, UX and CTAs like nobody’s business.
The real cost of using buzzwords and industry jargon in professional services marketing
Here’s what happens when potential clients land on your jargon-heavy website:
They scan for 10 seconds. Can’t figure out what you actually do. They don’t know who you do it for. And then leave for a competitor whose website they can understand.
It’s that simple. And that brutal.
During my lawyer days, I watched colleagues lose clients because they’d speak using legal jargon without explaining what it means. The smartest lawyers I knew could (and would) make complex ideas accessible.
The same principle applies to your website content strategy.
Website messaging transformation: before and after
Here’s an example from an upcoming Toastmasters speech I’m giving on plain English:
Before: “This website utilises responsive design methodology to optimise user experience across various device interfaces”.
After: “This website looks great and works perfectly whether you’re on your computer, phone or tablet”.
Same meaning. Completely different impact.
The second version tells potential clients what they need to know in language they immediately understand.
My plain English website content strategy
When I write or rewrite professional services copy, I follow a specific approach for writing plain English:
Start with the audience in mind
I always begin by thinking about the humans who need to understand, trust and then act on your content. If they can’t grasp what’s written, they’ll go elsewhere. Simple as that.
Assume zero industry knowledge
Your website visitors shouldn’t need a degree in your field to understand your services. Write for someone discovering your industry for the first time.
Identify and define jargon early
Sometimes industry terms are unavoidable. When I must use them, I define them immediately to avoid confusion.
Swap fancy buzzwords for common words
“Facilitate” becomes “help”. “Utilise” becomes “use”. “Optimise” becomes “improve”. Your messaging becomes clearer.
Vary sentence length (but keep them reasonable)
Mix short, punchy sentences with longer explanatory ones. But if a sentence needs three commas, use a bulleted list instead.
Use analogies and real-life examples
Complex concepts become digestible when compared to familiar situations. Abstract ideas need concrete examples. This makes your content more relatable.
Keep your conversational tone
Refer to your reader as “you”. Write like you’re explaining something to a friend over coffee, not presenting to a board meeting.
The coffee test: Your website messaging quality check
Here’s my ultimate test for whether copy works: read it out loud.
If it sounds like something you’d actually say over coffee with a client, you’re on the right track.
If you stumble over words, need to take three breaths per sentence or feel like you’re reading a legal document, start again.
Why plain English writing matters for professional services
Plain English writing isn’t about dumbing down your expertise. It’s about making it accessible.
When potential clients can quickly understand:
- What you do
- How you help people like them
- What results they can expect
- How to work with you
they’re more likely to get in touch.
Your website messaging action plan
Ready to turn your website content from jargon-heavy to client-friendly? Here’s where to start:
Week 1: Audit your current copy
Print out your homepage and main service pages. Highlight every piece of jargon, buzzword or term that might confuse someone outside your industry.
Week 2: Rewrite your value proposition
Take your main headline and sub-headline. Rewrite them using only words you’d use in casual conversation. Test them on someone outside your industry.
Week 3: Simplify your service descriptions
For each service you offer, write a one-sentence explanation using everyday wording. Then expand from there, keeping the language easy to understand.
Week 4: Apply the coffee test
Read all your new content out loud. Does it sound natural? Would you actually say these words to a potential client over coffee?
The bottom line
Your expertise is valuable. Your knowledge is impressive. Your experience matters.
But none of that helps if potential clients can’t understand what you’re offering.
The businesses winning online aren’t necessarily the most qualified. They’re the ones whose websites clearly communicate their value in language their ideal clients clearly understand.
Your next client is scanning your website right now. Will they understand what you do well enough to get in touch?
Or will they move onto a competitor who speaks their language?
Ready to change your web copy from confusing to compelling?
I help professional service businesses turn their ‘meh’ websites into ‘a-meh-zing’ ones with SEO website copywriting that humans love and search engines find. Get in touch to discuss how we can make your expertise accessible to the humans you love to help.
Looking for some copywriting examples? You can check out some of my copywriting work here.
0 Comments