From Confusion to Conversion: How to Perfect Your Website and Marketing Copy

Ever visited a website and found yourself drowning in complex language and lengthy paragraphs?

Do you wonder why people are visiting your website and not taking the next step?

If so, you’re not alone. When businesses confuse people with their website (or marketing) copy, they lose people. They don’t take the next step. And they most likely won’t reach out to ask a question. They’ll simply leave.

In this article, I’ll share five practical strategies to simplify your marketing copy and enhance its clarity. By the end, you’ll have actionable insights you can use to transform your marketing copy. Making it crystal clear and more compelling to your target audience.

Eliminate hard-to-read words

Long and complicated words may sound impressive, but they can alienate your audience. No one wants to feel like they need a dictionary when they visit your website.

Instead, opt for straightforward language that conveys your message clearly. For instance, I could say "complex words make your copy inscrutable."

Sounds impressive. But what does it mean? The simpler way to say it would be “big words make it impossible to understand your copy.”

How do you do this? As you review your copy, pause when you encounter complex terms. Consider whether there’s a simpler or easier way to say the same thing. Remember, your goal is to communicate, not to showcase your vocabulary.

Can the compound sentences

Avoid lengthy sentences. Using longer, complicated sentences might have earned a better grade in school. But they’re not going to earn you more customers.

The longer the sentence. The harder the sentence is to read and understand. People won’t expend the brain power required to process what you’re saying. And they won’t take action.

What do you do instead? Use short sentences. Aim for sentences of 25 words or less.

Break down complex ideas into smaller, digestible thoughts. Be conversational in your approach, mirroring how people naturally talk. Remember, you don't have to adhere to rigid sentence structures; it's perfectly fine to use sentence fragments to keep a conversational tone.

And aim for a reading level of ninth grade or below.

Jettison the jargon

Industry jargon isn’t naturally used in conversation. And it can be significant barrier keeping your audience from connecting with your message.

Terms like “omnichannel” and “operational excellence” are prevalent in the retail and manufacturing industries. Something similar might be prevalent in your industry.

Consider this. How likely are you to use those phrases in a conversation at a gathering with friends or family. Would you say “I really need to achieve operational excellence in my business”?

Probably not. You’re more likely to be sharing tangible problems you’re working on solving or goals you’re trying to achieve. You might be saying you need to get more shipments out on time. Or you need to reduce the number of errors in the manufacturing process.

To eliminate the jargon, ask yourself how you would explain the concept if you couldn’t use those words. Keep asking until you have an explanation even a third grader may understand.

Strip away the buzzwords. Focus on the actual problems or solutions. This approach not only makes your message more relatable but also helps you connect with a broader audience.

Avoid acronyms

Acronyms, while efficient for those familiar with them, can be a source of confusion for others. The same acronym may have different meanings in various companies or industries.

In one company I worked for, ‘SAR” referred to the owners since those were his initials. In another, it referred to the “Shareholder Annual Review.” It could also mean “Sales Activity Report,” depending on the context.

A SOP may stand for a “Standard Operating Procedure.” But it might also stand for a “Statement of Purpose.”

To eliminate confusion, spell out acronyms. And provide their meanings when you first introduce them. While this might add a few extra characters to your copy, it ensures everyone understands what you’re referring to. Clarity should always trump brevity when it comes to acronyms.

Send the long paragraphs packing

Long paragraphs can be intimidating, especially on mobile screens where they fill the entire display.

Think about your own reading experiences. Children's books have short paragraphs and sentences. They are easy to digest and read.

In contrast, college textbooks are infamous for their long paragraphs and complex sentences. This makes them less approachable (and less enjoyable).

Don't be afraid to break free from the rules you learned in English class. Paragraphs don't need to form complete thoughts.

Embrace the return key and keep paragraphs to about three sentences. Shorter paragraphs are more inviting and less daunting for readers. They allow for better comprehension and retention of your message.

The result?

In today’s competitive digital landscape, clarity is your secret weapon. Confusing marketing copy can drive potential customers away. And hinder your business’ growth.

By implementing these five practical strategies — eliminating hard-to-read words, canning compound sentences, jettisoning jargon, avoiding acronymns, and sending long paragraphs packing — you can create marketing content that engages, informs and inspires action.

Clear and concise copy not only improves your website’s user experience but also builds trust with your audience. When people understand your message, they are more likely to take the next step and become a customer.

So, start simplifying your marketing copy today. your audience will thank you for it. And your business will reap the rewards of effective communication.