Whilst carrying out some research on a number of clients last week, I was surprised by just how much clichéd jargon they had all managed to cram onto their web sites home page. Whilst I do fully appreciate that the web editors want to portray the company in its best light, do they really believe that people these days are impressed by, or even fully understand, phrases such as: “leveraging deep seated industry expertise” or “an enhanced global delivery model” or “an empowered pool of outward thinking individuals who deliver customer centric solutions”
Surely it must actually be simpler and will ultimately deliver a more “customer engaging experience” if they stuck to simple English? A quick snap shot of colleagues and friends on their reaction to these web sites reveals a near unanimous decision to move onto an alternative company. None of these companies offer a product that is unique and so a potential customer has just walked away with a negative impression and taken their potential business elsewhere, knocking onto the sales and profit figures.
This over use of jargon is not exclusive to big conglomerates or to small businesses starting out and trying to make an impact, but still seems wide spread; so whilst I go and re-check our own web site for inappropriate jargon, if you have a few choice examples then please let me know and I’ll write a follow up piece next month.
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