Why You Shouldn’t Use Jargon on Your Coaching or Therapy Website
Have you ever landed on a website and wondered what exactly the person was offering?
It certainly happens to me. And what do people do when they arrive at one of such sites? They leave. They go and look for another site, one that’s clear.
So the question is whether your website content is easily understood.
Coaches and therapists often fall into the trap to use jargon on their site. Potential clients don’t understand what is meant with certain words and phrases. It’s very easy to make this mistake as we are so used to using jargon. We use it daily. It’s second nature to us to talk in this way.
But using jargon can mess up your entire marketing. Unless your clients know the language of your profession, they won’t understand the meaning of it.
What do these words actually mean? Can you describe them in simple language?
We really must assume that people coming to your site do not understand jargon. Therefore, you need write in simple language that’s easily understood by everyone.
Of course, if you are talking to your colleagues, you will speak in jargon. But that’s different. You are talking to a group of professionals who are all well versed in this language. It would be inappropriate not to use jargon.
However, your website is not directed at your colleagues. Your site is aimed at your clients, many of them who don’t understand the terms you use.
So the question you need to ask yourself is: Who is coming to your website?
And this is the person you are writing content for.
Let’s look at how you can avoid using jargon on your website.
1. Choose words that your clients use
Use the kind of words that your clients use when they talk about their problems or pain. Write in their language.
2. Don’t describe your process but write about the benefits
Coaches and therapists are often in love with the process, with their particular modality or therapy.
But when you are writing copy for your website, you need to think about the benefits that your work does.
3. Write in simple language
Coaches and therapists can be so familiar with the jargon they use, that they often don’t realise that these words are new to our clients. We often assume that the readers are familiar with our particular phrases. But this is not the case.
Many coaches and therapists are used to writing articles for academic papers or perhaps have a corporate background. Writing copy is very different to academic or corporate writing.
Web copy needs to be simple and easy-to-read. Showing off our expertise through using complicated jargon speech is not going to help convert readers to clients.
Finally, here is a useful tool to check the readability of your text:
Ideally, you want to aim for a Grade 3 – 4.
Would you like some help?
I design websites for coaches and therapists. Contact me today to arrange a 30-min call to see how I could help you get more clients for your coaching or therapy practice.