{"id":2798,"date":"2020-03-02T18:59:21","date_gmt":"2020-03-02T18:59:21","guid":{"rendered":"http:\/\/judinc.com\/blog\/?p=2798"},"modified":"2026-03-21T20:34:22","modified_gmt":"2026-03-21T20:34:22","slug":"are-you-making-these-5-mistakes-with-your-website-language","status":"publish","type":"post","link":"https:\/\/judinc.com\/blog\/are-you-making-these-5-mistakes-with-your-website-language\/","title":{"rendered":"Are You Making These 5 Mistakes with Your Website Language?"},"content":{"rendered":"<p>There is a lot to think about when creating or redesigning a website. Some businesses get seduced by all the latest bells and whistles. They want sliders here and videos popping up there. <\/p>\n<p>SEO, keywords and splashy landing pages with bright images get lots of attention and are important elements of your web content sales strategy. But, what they sometimes fail to value is the use of clear, concise language with the power to reach an audience.<\/p>\n<p>If you are about to create or rewrite your business web content, or will be working with a content strategist, here are some common mistakes businesses can avoid:<!--more--><\/p>\n<p><iframe loading=\"lazy\" title=\"How to make sure your business is easy to find in Google\" width=\"660\" height=\"371\" src=\"https:\/\/www.youtube.com\/embed\/-JKYQ2xnHgA?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/judinc.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>1. Using acronyms or \u201cinsider\u201d language your customers won\u2019t understand<\/h2>\n<p>You may work, day-in and day-out, using abbreviations, acronyms, technical or even scientific terms with your colleagues. They creep naturally into your writing. Most websites will need to reach a wider audience. Create language that describes your services or products in simple, accessible terms.<\/p>\n<p>This is an example from <a href=\"https:\/\/blogs.baylor.edu\/stem-access\/2012\/07\/scientific-jargon\/\">Baylor University STEM Access Blog<\/a> about scientific terms:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1519\" src=\"http:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/02\/terms-that-have-different-meanings-for-scientists-and-the-public.jpg\" alt=\"terms that have different meanings for scientists and the public\" class=\"aligncenter size-full wp-image-2805\" srcset=\"https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/02\/terms-that-have-different-meanings-for-scientists-and-the-public.jpg 2048w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/02\/terms-that-have-different-meanings-for-scientists-and-the-public-300x223.jpg 300w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/02\/terms-that-have-different-meanings-for-scientists-and-the-public-768x570.jpg 768w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/02\/terms-that-have-different-meanings-for-scientists-and-the-public-1024x760.jpg 1024w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p>Are you a CPA offering tax preparation and planning? Or maybe you are a computer repair business specializing in equipment repairs and upgrades. You could also be any business in between. Invite your readers in with great headlines and interesting, relevant content that highlights your approach and value.<\/p>\n<p>Almost as bad as insider language is the use of words that once caught a reader\u2019s attention but now make their eyes glaze over. Think <em>cutting-edge, next generation, seamless, integrated, robust, synergistic and (let\u2019s not leave out) user-friendly<\/em>. Stretch a little and find different descriptors.<\/p>\n<p>Imagine your web visitor is seeking help with a problem or looking for a particular product. They land on your site through a search, knowing little about your specific offerings. Put yourself in your customer\u2019s place and ask:<\/p>\n<ul>\n<li>Why would they be visiting your site in the first place?<\/li>\n<li>What challenges are they facing?<\/li>\n<li>What simple language will connect with them?<\/li>\n<li>How do you help your current clients?<\/li>\n<\/ul>\n<p>Playing devil\u2019s advocate for a moment \u2013 <strong><em>If you<\/em><\/strong><em> <strong>are<\/strong> <strong>only appealing to a very narrow slice of the public<\/strong> <\/em>and they share your profession or group, then insider language or jargon can be a plus. Use it correctly and they will share immediate knowledge of the terms which make it possible for you to express specifics in short order. It pays to always keep in mind your target audience and make it easy for them to see why your business stands out.<\/p>\n<h2>2. Talking in terms of how great you are rather than showing how you solve your customers\u2019 pain points<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"974\" height=\"225\" src=\"http:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/example-copy.png\" alt=\"Example Copy\" class=\"aligncenter size-full wp-image-2816\" srcset=\"https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/example-copy.png 974w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/example-copy-300x69.png 300w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/example-copy-768x177.png 768w\" sizes=\"auto, (max-width: 974px) 100vw, 974px\" \/><\/p>\n<p>How many sites have you seen that go on and on about a new product or service with words that look impressive but don\u2019t actually say much? Some of those descriptions contain words in the overused category. Others catch your attention but leave you unsure of what a word or phrase really means simply because it uses overblown words, like astounding, fabulous, fantastic, or failsafe. Buzzwords in this category include <em>relate, parameter, dimension and impactful. <\/em><\/p>\n<p>You\u2019d be better served by thinking about why a visitor comes to your site. What problems are they seeking to solve? What pain points are they experiencing that your services can address?<\/p>\n<p>If you are a business coach, working with small businesses, the pain point for your visitor might be employee retention. That could relate to employee satisfaction. Since employee dissatisfaction can impact productivity, creating customer churn, which impacts revenue streams, or diminished lead, you\u2019ve hit on pain points that impact revenue goals. If you can describe in real terms how your services can address this problem, visitors will contact you.<\/p>\n<p>If a business feels it\u2019s been overpaying for products or services, they\u2019ve probably seen their balance sheet take a hit. If your offerings can help a business reduce their spending, you have a solution to their pain point. Highlight it in the language you use to describe your services as a solution to their problem.<\/p>\n<h2>3. Language that shows poor focus or confusion about your target market<\/h2>\n<p>If you try to appeal to everyone, you may appeal to no one. <a href=\"https:\/\/coschedule.com\/blog\/how-to-find-your-target-audience\/\">Try an exercise<\/a> that helps narrow down those customers who can really benefit from what you offer. Think about the demographics of your audience. Your marketing strategy includes their age, ethnicity, marital status, where they live, what their budget might be, and again what problems they need to resolve.<\/p>\n<p>Building persona profiles is one way to create a clearer picture of your target audience.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1406\" height=\"335\" src=\"http:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/the-definition-of-persona-relating-to-user-experience.png\" alt=\"the definition of persona relating to user experience\" class=\"aligncenter size-full wp-image-2814\" srcset=\"https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/the-definition-of-persona-relating-to-user-experience.png 1406w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/the-definition-of-persona-relating-to-user-experience-300x71.png 300w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/the-definition-of-persona-relating-to-user-experience-768x183.png 768w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/the-definition-of-persona-relating-to-user-experience-1024x244.png 1024w\" sizes=\"auto, (max-width: 1406px) 100vw, 1406px\" \/><\/p>\n<p>Getting into the head of your client\/customer\/buyer is what building personas is all about. The more you can visualize who your audience is, the clearer your content can be to reach them. Once your audience is categorized by persona, you can segment them based on similar ages, job categories, life goals, habits, interests, etc. and develop specific content for a segmented portion of your audience.<\/p>\n<p>Don\u2019t neglect taking a closer look at your current client\/customer\/buyer base. That can help you in developing personas.<\/p>\n<p>You can also learn a lot about why someone chose you in the first place by thinking about your interactions with people you are already serving. Do you have an \u201cideal client\u201d within your current database? Would you like more clients like that? Listening to what they have to say about you can help you to craft copy that will speak to more individuals like them.<\/p>\n<h2>4. Copy written strictly for SEO instead of relevant information<\/h2>\n<p>SEO matters and relevant, accessible content that provides information the visitor finds helpful is still key. These two concepts don\u2019t need to be in conflict. In fact, successful sites use a combination of both. Just as you need to get into a buyer\u2019s head to understand a person\u2019s motivation, the same is true when it comes to developing content.<\/p>\n<p>Do you know what words your customers used in a search to find you? Are you <a href=\"https:\/\/judinc.com\/blog\/the-language-your-customers-use\/#more-2619\">using their language<\/a> to optimize your messaging and reach your target audience? If your answer is \u201cno\u201d or \u201cI don\u2019t know\u201d you\u2019ll want to find out and use those terms for SEO in your content.<\/p>\n<p>You can do that in a number of ways including quick surveys or interviews. If your business conducts any wrap-up meetings at the end of a big initiative or project, learning what a client has to say about your process and results can lend a wealth of knowledge to your content creation.<\/p>\n<p>You might discover what stood out about your business in the first place. Even if you\u2019ve been in business a long time and think you know why your techniques or services bring success, you can still learn from your customers. Seeing your strategies and services work, through the eyes of your clients might bring you a new perspective.<\/p>\n<p>You can also examine the sites of your competitors and see the language they use to describe what they do. Then, think about similarities and especially differences in the way you approach your work.<\/p>\n<p>Simon Sinek offers valuable advice in his book, <em><a href=\"https:\/\/simonsinek.com\/product\/start-with-why\/\">Start With Why: How Great Leaders Inspire Everyone to Take Action<\/a><\/em>. The essence of his message is captured here:<\/p>\n<blockquote><p>People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won\u2019t truly buy into a product, service, movement, or idea until they understand the WHY behind it.<\/p><\/blockquote>\n<p>Don\u2019t be afraid to share the why of what you do.<\/p>\n<h2>5. Missing, muddy or confusing call to action<\/h2>\n<p>Your site can have great SEO and offer valuable, information-rich content and still fail to convert. If your homepage is unclear about what a visitor should do, they likely will do nothing.<\/p>\n<p>The following example shows a home page with minimal information and a learn more button. However, it is unclear what you\u2019ll be learning more about. Will you be joining an expert community, or posing a question you need answered or sharing your own knowledge?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2008\" height=\"930\" src=\"http:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/unclear-landing-page-copy-example.png\" alt=\"unclear landing page copy example\" class=\"aligncenter size-full wp-image-2820\" srcset=\"https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/unclear-landing-page-copy-example.png 2008w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/unclear-landing-page-copy-example-300x139.png 300w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/unclear-landing-page-copy-example-768x356.png 768w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/unclear-landing-page-copy-example-1024x474.png 1024w\" sizes=\"auto, (max-width: 2008px) 100vw, 2008px\" \/><\/p>\n<p>We\u2019ve all seen sites that seem to offer everything at once, like this one:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1406\" height=\"1122\" src=\"http:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/think-about-your-calls-to-action.png\" alt=\"think about your calls to action\" class=\"aligncenter size-full wp-image-2822\" srcset=\"https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/think-about-your-calls-to-action.png 1406w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/think-about-your-calls-to-action-300x239.png 300w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/think-about-your-calls-to-action-768x613.png 768w, https:\/\/judinc.com\/blog\/wp-content\/uploads\/2020\/03\/think-about-your-calls-to-action-1024x817.png 1024w\" sizes=\"auto, (max-width: 1406px) 100vw, 1406px\" \/><\/p>\n<p>As you scroll down their homepage the options to click button links just keep coming at you in quick succession. That can leave a visitor feeling overloaded with options.<\/p>\n<p>A call to action can be as simple as a <em>Buy Now<\/em> button, or for those who aren\u2019t quite convinced, a <em>Learn More<\/em> link that takes them to a page providing greater detail.<\/p>\n<p>Some businesses suggest that a visitor pick up the phone for a complimentary estimate or assessment. Whether you feature a <em>Shop Now<\/em> or <em>Order Here<\/em> link, you want to be specific and use wording that works for your target audience.<\/p>\n<p>If you are selling items, like business coaching, social media management or training courses, you might need to build a level of trust first. By providing valuable information through special downloads, like whitepapers or a collection of industry-specific tips, you can collect emails you can use for current and future marketing efforts, nurturing leads that convert to sales.<\/p>\n<p>Speaking of CTA\u2019s, if all of this sounds a bit daunting to you and you\u2019d like help, schedule a call with Judicious, Inc. today!<\/p>\n<h3 style=\"padding-bottom:0px;text-align:center;\">Feeling Chatty?<\/h3>\n<p>We love sharing our expertise and helping businesses improve. Feel free to message us below:<br \/>\n<!-- BEGIN FORM --><\/p>\n<div style=\"width:100%;max-width:777px;margin:0 auto;\">\n<form action=\"https:\/\/formcarry.com\/s\/JJAI0Kls7Yp\" method=\"POST\" enctype=\"multipart\/form-data\">\n<div style=\"width:100%;border-top-left-radius:20px;border-top-right-radius:20px;border:2px solid #f9b103;border-bottom:none;margin-top:-15px;\">\n      <textarea name=\"message\" placeholder=\"|\" id=\"fc-generated-1-message\" style=\"border:none;padding:15px;width:100%;border-radius:20px;height:150px;resize:none;outline:none;box-shadow:none;color:blue;\"><\/textarea>\n    <\/div>\n<div style=\"width:100%;border-bottom-left-radius:20px;border-bottom-right-radius:20px;border:2px solid #f9b103;border-top:none;height:60px;display:flex;align-items:center;gap:10px;padding:0 15px;background-color:#f9b103;\">\n      <input type=\"email\" name=\"email\" placeholder=\"email\" id=\"fc-generated-1-email\" style=\"height:36px;width:180px;border-radius:5px;border:2px solid #f9b103;padding:4px 10px;\"><br \/>\n     <button type=\"submit\" style=\"height:36px;border-radius:10px;background-color:#1F71BC;color:#fff;padding:0 16px;font-weight:bold;border:none;margin-left:auto;\">Send<\/button>\n    <\/div>\n<\/p><\/form>\n<\/div>\n<p><!-- END FORM --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is a lot to think about when creating or redesigning a website. Some businesses get seduced by all the latest bells and whistles. They want sliders here and videos popping up there. SEO, keywords and splashy landing pages with bright images get lots of attention and are important elements of your web content sales &hellip; <a href=\"https:\/\/judinc.com\/blog\/are-you-making-these-5-mistakes-with-your-website-language\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Are You Making These 5 Mistakes with Your Website Language?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":2804,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-2798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Are You Making These 5 Mistakes with Your Website Language?<\/title>\n<meta name=\"description\" content=\"If you 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