There is a segment in comedy stage show W*nkernomics: Just Touching Base where the two employees are trying to find out what it is the company they work for actually does.
They visit the website and instead of plain English find it stuffed full of wordy corporate language that leaves them none the wiser.
Employees not knowing what their business does may be an absurd notion, purely for comic effect, but company websites that do not clearly state what they do are far more common than they should be.
You know the sort of thing:
- End-to-end workspace solutions = office fit out
- Curated collaborative environments for the modern workforce = serviced offices
- Optimising asset performance across the built environment = building management
This language might sound powerful and clever, but it isn’t.
Phrases like this can feel evasive or lacking in confidence.
It begs the question, why don’t they want to clearly say what they actually do? Why are they hiding behind unclear language?
Then there is visibility.
If you aren’t using the language your clients use on your website, they won’t find you online. No one is typing ‘end-to-end workspace solutions’ into Google.
And, if you are found, how can potential clients buy from you if they don’t know what you actually do?
They could get in touch and ask, or simply find another business with a clearer website.
Fancy and flash language is focused too much on the writer and too little on the reader.
W*nkernomics: Just Touching Base is a funny satire on the corporate work environment, but also a valuable lesson for those who don’t think phrases like ‘empowering stakeholders with actionable real estate intelligence’ and ‘enabling frictionless ownership journeys’ are word salad.
Have you visited a website recently and come away none the wiser?
• I don’t write website copy, but I do ghostwrite targeted, engaging thought-leadership and web articles. Get in touch (DM) to find out how I can help your content boost visibility with your ideal clients.
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