Plainly Speaking

Plainly Speaking by Tom Rambo contract content creator for Rossini.com

If you’re creating content for your company’s web site, consider carefully who your audience is. If you’re selling to other professionals in your industry, then jargon is fine. They expect it. If, however, your product or service is directed at the average consumer, the language you use should be everyday, conversational English. Including industry jargon on your web site is not going to impress them – in fact, it’s likely to do just the opposite.
If industry terms must be used, then define these terms for your reader and explain to them what this item or service does and why that’s important. You’d be surprised how many times potential customers are driven away to a competitor when they look at your web site and don’t understand what you’re talking about.
The question most people want answered is “What’s in it for me?” Anything you say on your website needs to answer that question effectively. For example, just saying that your business is “family owned” doesn’t mean anything. How does that benefit your customer? A better choice might be, “Our business is family owned, which means when you come in to see us with questions, you’re talking to someone who can make a decision and give you answers on the spot. Always let the customer know what’s in it for them!