BBB Guest Blogger: BLUE Laser Design



Don’t Use Jargon on Your Website.

Every industry has its own jargon. It may be intra-office lingo consisting of shortened or abbreviated words, like the infamous ‘TPS Reports’ from the movie Office Space, or overly-formal legalese that requires a Latin interpreter. Sure, jargon has its place among your employees; but these words seldom have any meaning to your customers.

Your website is the first impression.

Studies show, most people research online prior to making a buying decision. This means that your website may be the first impression anyone sees when looking for your products or services. Improve the initial experience people have with your company by writing website copy in straightforward, simple language.

Speak in a language your customers understand.

People want to work with companies they like and can relate to. Don’t try to impress customers with how smart you are; when speaking to them, avoid overly-technical words. After all, they just want to know how you can help them solve a problem, make more money, or grow their business.

Don’t expect customers to understand everything you say.

We’re so used to using jargon internally among our colleagues that we forget customers sometimes don’t have a clue what we’re talking about. Most people are too embarrassed to admit they don’t understand what you’re saying, so you won’t even know. They just never come back. When speaking to a client, explain your products and services on a simpler level and focus on the benefits.

Technical terms may seem deceitful.

Do you trust the auto repair shop? We’ve heard these stories before. Most people feel that mechanics take advantage of those of us who know absolutely nothing about cars. We think they use technical words and terms to purposely try to confuse us. Because of our ignorance, we accept what they say is true and we don’t ask any questions so we don’t appear stupid.

Be a more effective communicator.

If you are an attorney, for example, and you specialize in “class action lawsuits,” the average person has no idea what that means. Instead, explain how you help employees get reimbursed for unpaid wages, or how you help women who lost their jobs because they are pregnant. Be specific and clear, and speak in words that the average person can understand.

Examine your current messaging.

You may be too close to your company. What I mean is, you may know what you want to say but you’re not saying what customers want to hear. For example, is there too much information on your website about you, your employees, and your company history? Do you spend more time explaining the features of your products and not the benefits? While important to you, this info may not matter as much to customers.

Hire a professional to write for you.

Sometimes it’s best to hire a marketing professional to write your website, brochures, and other items for you. This person can relate on a customer’s level, capture the right tone, and focus on your unique selling points. You can still include info on your history and team, but by thinking like a customer a copywriter can write in a manner that highlights the benefits of your products and services.

Let your work speak for itself.

Case studies and customer reviews also speak to customers in words they clearly understand. Case studies are general overviews of past successes with clients, and reviews and testimonials are written by happy customers.

Case Studies:

There’s nothing more powerful – and convincing – to a new customer than explaining how you helped another customer succeed. Demonstrate you know what you’re doing by posting case studies on your website. Be specific about how your company made a difference, and update case studies regularly to provide a wide range of examples.

Great Reviews:

People are more likely to trust testimonials from other customers over you telling them how great you are. When your company’s work results in happy customers, ask them to leave a review online. Common places for online reviews include Google and Facebook, but if someone sends you a review in an email, ask if you can post it on your website.

Think like a customer.

While jargon can be an effective shortcut, avoid putting a barrier between you and your customers by making sure you only use it among employees and colleagues. When speaking to customers, whether on your website or in person, try to think like them and speak in a straightforward and clear manner. And remember, it’s all about the benefits and how your products or services can help them.

This guest blog post was written by BLUE Laser Design, a BBB Accredited Business. Learn more by visiting