Speak the language of your visitor and not that of your department

Imagine walking into a store and asking where you can find socks. The salesperson answers, “Our cotton foot coverings are in the lower leg accessories section of the textile department.” Chances are you’ll think, “What does he mean?” and just walk away.

That’s exactly what happens online when your website uses jargon, technical terms, or woolly language. Instead of connection and trust, you create distance, confusion, or worse: irritation. And you want to avoid that at all costs.

In this article, you’ll discover why writing in your user’s language is essential to the success of your website — and how to do it. You don’t have to be a language genius. You just need to learn to listen, understand, and translate. Want to read along?

Why “expert language” is fatal

Many entrepreneurs, professionals, and organizations make the same mistake: they write from their own level of knowledge. They are proud of their expertise, and rightly so. But they often forget that their visitors do not have that knowledge. And so that “professional” writing style is counterproductive.

Some examples:

• Jarheading: “We use an agile development methodology” → Your visitor thinks: “Agile what?”
• Abbreviations: “Our CMS integrates with your ERP system via an API” → Abracadabra.
• Abstract: “We offer strategic added value in digital transformation processes.” → Better say: “We help companies grow with smart online solutions.”

This kind of language creates distance. Visitors feel stupid, overwhelmed or excluded. And people don’t do business with companies they don’t understand.

Writing in plain language isn’t simplification — it’s smart communication

Some professionals think that “writing plainly” equals “dumb language.” Wrong. Writing plainly doesn’t mean simplifying things. It means explaining things in a way that makes them immediately clear to your target audience.

In fact, it takes more insight and skill to explain complex material clearly and humanly. Look at successful companies like Coolblue or bol.com — they speak as if they were sitting opposite you. And it works.

5 reasons to write in your user's language

• Accessible and sympathetic: You come across as friendly and understandable.
• Faster understood: Your message gets across faster and sticks.
• More conversion: Clear language leads to action.
• Better SEO: You connect with what people are looking for.
• Fewer questions: Visitors understand it immediately.

How do you know which language to use?

It starts with listening:

• View customer questions and feedback
• Read reviews and reactions on social media
• Use keyword data (Google Suggest, Keyword Planner)
• Pay attention to the language your target group uses in conversations

Get started: this is how you write humanly and clearly

1. Use short sentences

❌ “If desired, we can also advise you on optimizing your website performance.”
✔ “We are also happy to help you make your website faster.”

2. Use everyday words

Don't say “implement” but “introduce”. Don't say “initiate” but “begin”.

3. Be specific

❌ “We deliver innovative IT solutions.”
✔ “We build user-friendly apps for healthcare institutions.”

4. Address the reader directly

Use you or you and write actively.
❌ “A request can be made by the user.”
✔ “You can make a request here directly.”

5. Test your text

Have someone outside your field read the text. Does that person not understand it right away? Rewrite.

Example: from jargon to human language

Original:
“We facilitate end-to-end e-commerce solutions using scalable SaaS technologies.”

Rewritten:
“We build complete web shops that easily grow with your company.”

Conclusion: you don't have to be a language genius

Good writing is not an art for language magicians. It is listening to your target group, opting for simplicity and daring to eliminate. Leave jargon behind. Speak the language of your visitor.

Because if you speak the way they think, they will read on. And if they read on, they will take action more quickly.

Those who write clearly are understood. Those who are understood win.

Did I help you well?

Your contribution enables me to write more articles.

I donate € 1,- now