How to Handle Jargon at Your Web Site - and Why

If you sell a technical product or service, you probably know you have jargon at your web site - specialized terminology that the average person doesn't understand. While jargon does help you communicate precisely with peers, it seriously gets in the way if potential and actual customers aren't as conversant with it as you are.

Plenty of heart patients, for instance, don't know what a "myocardial infarction" is (a heart attack). Many pregnant women have never heard of a "doula," a woman who coaches them through labor. Movers and shakers thinking of buying another company don't necessarily know the term "assessment of human capital." Hardly anyone would know what "global readiness solutions" are, since one company made up the term. The same goes for abbreviations and acronyms used without the spelled-out versions, like "W3C, 508 compliant."

If you sell an ordinary product or service, you're also in danger of having jargon serve as a barrier at your web site. You may be using common words in ways most people wouldn't understand. For example, the sentence "We partner with creative men and women so they reach their goals" doesn't contain any unusual words or expressions, but most readers wouldn't grasp that it means "Creative men and women hire us to help them reach their goals." At a real estate site, I once saw the headline "Not a drive-by!" and didn't know whether a "drive-by" meant that you wouldn't want to stop or that you wouldn't need to.

Nearly everyone in business overestimates - usually greatly overestimates - the extent to which customers understand their jargon.

In most instances, you don't need to eliminate jargon, but to include an explanation so that the context makes the meaning clear. You can do this explicitly, as in these examples:

* Treatments for myocardial infarction (heart attack)

* Greta spent five years as a doula, a trained labor coach, before studying to become a nurse-midwife.

* All of our web sites comply with World Wide Web Consortium (W3C) standards as well as the latest U.S. government regulations on accessibility to the disabled (Section 508).

In other situations, you can add context so that when the unfamiliar term comes up, its meaning will be clear. For instance, see how the explanation precedes the term "assessment of human capital" in the following passage:

"Management's leadership abilities, operating abilities and personal motivations can profoundly influence what happens after a change in ownership. In contrast to the financials, the true strengths and weaknesses of a company's executives may remain hidden, only to surface later with disastrous results. To minimize risks, buyers need to take care of due diligence on company management. This assessment of human capital is a specialty of New London Management Associates."

By combining jargon with an explanation, you strengthen your message for those who already know the technicalities.

Skillfully using ordinary language along with jargon doesn't talk down to anyone or "dumb down" your web site. You also make the value of the services or products you provide more understandable to someone who may need to sign off on a project but who is not technically sophisticated. Likewise, it becomes more likely that non-specialists who discover your site will refer other companies or individuals to you. Your web site thus becomes a stronger marketing vehicle.

Marcia Yudkin is the author of Web Site Marketing Makeover and 10 other books. A four-time Webby Awards judge and internationally famous marketing consultant, she critiques web sites and performs web site makeovers for clients. Learn more about her detailed critique sessions on five different kinds of web sites (including sites for consultants and multi-product sales sites) at http://www.yudkin.com/websitequiz.htm .

---

Marketing From Both Sides Of The Ball

In the world of business, marketing is often conveyed as... Read More

Fundraising Renewal Letters: Four Goals to Strive For With Each One You Write

In the fundraising profession, appeal letters that you mail to... Read More

Small Business Bonzai Marketing

Do you own a small business? Do you wish to... Read More

Making More With Existing Clients

Have you ever put on a jacket you haven't worn... Read More

Customizing Booklets By Industry or By Company

Customizing booklets can be done by industry or by company."110... Read More

Creating Customer Value

The purpose of business is to create and retain a... Read More

The Use of Bar Code SMS in Mobile Marketing, Advertising, CRM

Anybody that frequents shopping malls are familiar with the bar... Read More

How Prince Connects With His Target Market!

While Internet legend (and young pup) Frank Kern would have... Read More

Where Should I Network?

Building business relationships through networking is a great way to... Read More

Contrarian Marketing at Benettons

Perhaps, with apologies to Dale Carnegie, we should call this... Read More

The Most Powerful Marketing Strategy Available To Small Businesses

Most small business owners want to generate huge profits, with... Read More

Direct Mail Leads - Brand Identity Guru

Direct mail can be one of the most effective tactics... Read More

Judge Rules in Consultant?s Favor with 80-20 Rule

I opened the registered letter and was shocked. My best... Read More

Celebrity Product Placement: A Primer

With more and more companies wanting to integrate their products... Read More

Marketing Messages: Your 10 Most Important Business Principles

As a self-employed professional, you have two basic strategies for... Read More

6 Things I Know About Postcards That You Don?t

In my plethora of experience tucked away between these ears,... Read More

Three Ways to Put Fresh Spins on Old Marketing Concepts

Are you struggling to find a new twist for... Read More

The 30 Incredible Ways To Sell Your Products Now and Sell More

How to sell more and sell quickly online for your... Read More

Small Business Marketing Tip - Get Attention and Be Remembered

We live in a world of noise ? not just... Read More

Ten Crucial Questions

Ten Crucial Questions for Your Business Future I'm... Read More

Marketing Planning - Preparation and Accountability

We all know the saying, "Failing to plan (prepare) is... Read More

Five Mistakes Absolutely Guaranteed to Drive Away Your Best Clients

We all work hard to attract even one paying client.... Read More

Top 3 Reasons Why Your Headlines Fail

Many professional copywriters estimate that the headline contributes to 80%... Read More

First to Market Theory

AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the... Read More

Refresh Your Web Site

So you have a Web site. And so does most... Read More