​Every time I traveled to a new country, someone would ask me, “Do you speak the language?”

Often, the answer was no. I’d find creative ways to get around and rely on phrase books.

For an adventurous traveler, this was part of the experience.

If the visitors to your site don’t understand the language you use, it’s a problem.

The Corporate “We-We”

At a recent conference, one of the speakers, Pam Foster, started talking about the “Corporate We-We.”

This referred to the many places on corporate sites she’d see, “We feel this….” or “We understand…” and “We researched…”

Instead of writing about how a company can help its clients, a site is all about the company.

This isn’t just in phrases that start with “we.”

One of the biggest problems you encounter on websites is the use of jargon or industry speak on websites aimed at consumers. This can extend to B2B as well. Before you start creating the content on your website, you want to remember who your ideal buyers are.

For example, if you’re selling a software solution and you’re using terms IT people know, but the regular users of your software who don’t. It’s difficult for visitors to understand exactly how your software can help them.

Branding Tool

Language is more than an expression of words or avoiding certain terms. It’s an extension of your brand.

Every piece you create with your product and company in mind should match the set of language that speaks to your audience and matches with your brand.

How simple or complex do you want to appear? Are you looking to be an authority? How do you express your innovation through language?

All of these serve as a starting point to create powerful website copy that creates more conversions. This doesn’t stop at your homepage or service pages. You need to be consistent across all of your communication as a way of solidifying your brand.

Match Across Your Marketing

As a visitor to your site, if I sign up for something with one type of language and the email I receive doesn’t match, I’ll notice the disconnect. That disconnect creates doubts about you, your company, your solution and possibly your ability to help me.

Using language your audience uses is a way to establish yourself as knowledgeable about a particular topic. It also starts to create an exclusive community when you use terms people outside your audience don’t understand.

Where can you find your audience’s language?

Discussion groups and forums are a place to start to gather your audience’s phrases.

Social media platforms continue to change the rules and algorithms. Organic reach continues to be low and more people are joining groups to see posts about a topic. Many groups have rules about who can join and what you can talk about.

Make sure you follow the rules, as you may return later for research for future projects. Also consider creating a Quora account and/or frequenting popular groups on Reddit to get a more in-depth and sometimes anonymous view of what your customers and audience are saying.

Another powerful resource for you is your customer service team and testimonials. The way people speak about a particular problem, the phrases they use when they’re frustrated and the phrases they use when they are happy with the solution are all part of what makes up your audience’s lexicon.

Does your language match your audience? Are there areas you could improve?

I’m offering a new service, a voice audit. You’ll find and define your voice and receive a guide to refer to for any project in the future to match your voice. Schedule a consultation by November 15 and if you qualify, you’ll receive a 20% discount.