When developing content for your business, whether that’s for print material or your website, remember that you (likely) are a subject matter expert and that not everyone understands your jargon.
In our professional environment, we are surrounded with software developers who often use TLA’s (three letter acronyms) or abbreviations. In fact, sometimes entire sentences are constructed of a string of TLA’s with the expectation that everyone present can translate and understand them. It gets pretty frustrating for anyone not ‘in the know’ to engage in such an interaction.
Now imagine that a potential customer is reading your brochure or visiting your website. They might need what you are offering but if they can’t understand what you’re saying, it won’t matter! They will be frustrated and will find someone else with whom they can communicate and understand. Imagine losing business because you’re too smart!
Your website content needs to convey confidence, knowledge and ability - it doesn’t have to prove your intelligence. However, use your intelligence to produce content that is clear, understandable and that will help a prospect know you are the right solution provider for them!