It may well be that you studied for a degree at University or have worked in your current
business from the ground up. You know your stuff and are not afraid to use technical language and acronyms.
The problem is that your audience, the people reading your copy on your website, will probably not have that wealth of knowledge. By using it you run the risk of frightening them off.
Don’t forget it is your job to explain to the reader what you can do for them and why you are better than your competitors. If your website is full of industry jargon they won’t understand what you are saying and will move swiftly on.
Take a look at your website and ask yourself if an average member of the public would comprehend it. Better still, ask a friend who is not in the industry to read it and see if they understand it.
If the answer is no, then it needs rewriting using simpler language. Change the clichés, junk the jargon and abolish acronyms. Or at least spell them out fully.
There is one exception to this rule and that is when you are marketing to people who are in or understand your industry. In those cases it is perfectly correct to use the technical phrases and language of the industry.
Otherwise keep it simple.