Can we start writing for human beings?

A website-a tool used to convert a potential customer or inform about your product, service or cause. It sounds like a necessary tool that has to do one job well. It should tell me, the visitor, what you are doing or selling. Not so fast cowboy. Instead, we go with complex or my favourite “innovative” “turn-key” “blockchain” vocabulary that confuses visitors. We give endless lists of features and forget what we where writing about. And if the content sounds too simple, our product will look cheap, or less innovative or ____ (insert any other excuse here).

Others may think that you need this kind of sophisticated vocabulary. Why? Because their visitors are corporates and they will consider our tone of voice is not serious enough for them. Spoiler alert — people from the corporate world are human beings too. And every human being on this planet does not use things they do not understand. So when a person goes to your website and does not know what you do, this means he/she will not buy your product/service. Worst case scenario you have to run a separate presentation to explain what your product does because the website failed its primary mission.