If the language used on your web site is over the head of the average eighth grader, youÆre probably losing traffic and sales. This is not to say that your siteÆs visitors are stupid, but they are easily bored and they have plenty of other options. Sites that are loaded with jargon or technical information arenÆt typically easy to read and if youÆre not creating a site only for doctors or scientists you need to make sure that youÆre using plain, everyday English to describe your products and services.

If youÆre a professional in any field itÆs easy to get stuck in your own world and use mostly formal words and technical terms that are easily understood by your colleagues. This kind of language can even be used to convey expertise when speaking with potential clients or customers, but it can also be sales suicide if it clogs up the pages of your web site.

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