Last week I started writing about how powerful your website is in building trust. It’s your marketing hub, one that ought to be filled with information and answers for your audience so that they can be educated from the moment they discover you to long after the sign the proposal and partner with you.

We covered how you might list out your services on your website, and how simply listing them out like a brochure is of little value to your audience.

So, connected to that, is using buzzwords.

You know what I’m talking about, right? I’m talking about the words or phrases you use to describe your firm, or a service you offer, or the relationship you’d have with your clients.

I’m talking about phrases like:

“Added value business advisor”

“Accountant who adds value to your business”


“Forward-thinking firm”

“Modern cloud accountant”

“Bespoke solution”

“Business growth”

I could go on, but those are just some of the top phrases that I’ve seen accountants use on their websites, and in short – please get rid of them!

Now, I’m of the opinion that getting rid of buzzwords is the best thing you can do for your website, and I can practically guarantee you that the moment you do this and start talking in plain English, you’ll have an uptick in people interacting with your website! Allow me to explain…


Your audience sees right through it

In short, if a prospect, or even a client, comes to your website and they’re reading these buzzwords, they’re thinking “what does that mean?” or “I have no idea what they’re talking about there!”

That’s bad! Really bad even.

Let’s look at the situation. Rewind 10 years ago and buzzwords would’ve been ok to use. Your audience would’ve been coming to your site uneducated, and so buzzwords was enough to sell them something they didn’t quite fully understand.

But that’s not the case anymore. Your audience is highly educated as we’ve already established. They know what you offer, so if they’re coming to your site and they see buzzwords, your audience sees right through it.

If anything, they think you’re bluffing. They think you yourself don’t understand the product and that you’ve stuffed in some buzzwords to make it sound bigger than it actually is.

By doing this, you’re losing trust. Your audience is lowering their estimations of you and chances are, they’re doing this before they’ve even met you.

This has huge, HUGE ramifications, because if they’ve lost trust in you, when it comes to the moment you meet and have a proposal meeting, there’s going to be doubt in their mind.

They’re going to be thinking “Is this person really a fit for me? Do they know what they’re talking about?” because at the back of their mind is buzzwords. They’ll even be fishing for them so that they can call you out on them.

What happens then is even if they sign the proposal, the relationship will have some degree of sourness to it, all because of that doubt in the back of their mind. It’ll continue to deteriorate the relationship and in the end, the relationship will fizzle out and you’ll look back and think “how come that client didn’t work out?” when ultimately, the problem comes back to your website.


Buzzwords are also predictable

The other issue you have with buzzwords is that they’re extremely predictable.

I would happily bet that I could go onto several accountancy sites in one sitting and find the same buzzwords on at least one page across every site.

Buzzwords are clichéd business-speak. There’s a lack of originality.

Your audience is coming to your site not only to understand what you offer, but also learn more about you and determine if you’re the right person for their business.

If they’re coming to your site and reading unoriginal content, they’re going to think otherwise. They’re simply going to say “This is just like every other accountant” which in most cases, isn’t what they want.

Without a doubt, you’ll use the business there and then.

But don’t worry, buzzwords are easy to fix, and I’m going to walk you through how you can go through all of your marketing, especially your website, and identify and remove buzzwords entirely.


Focus on what’s relevant to them

When you’re writing about your services, or the support you can provide your audience, think about the issue for them.

What’s their pain point? What are they struggling with? What’s the issue that’s affecting them and their business?

From there, it’s about understanding how your service impacts those very issues. How does it solve them? Think on that and find the key message that you need to get across to them.

Once you’ve got that, all you need to do is use simple and straightforward language. No acronyms, just simplicity. Use language that explains the issue directly, without any fluff, and also explain the solution you have.

And if you have stories to tell, use them too. They’ll do the talking for you, so that you don’t even have to think about using buzzwords. Instead you’ll have real like proof to walk your audience through a product or a service.

It really is that important to keep it simple (remember the famous phrase “keep it simple, stupid!” When you understand your topic, you’ll find yourself resisting the urge to blather on with buzzwords and jargon.

But in doing so, you’re ensuring your website continues to build trust by creating content that you and your audience understand, digest, and take action on.

Now is the time to go through your site and identify buzzwords. Read through everything on your site and ask yourself if it makes sense. Even get a non-accountant to look through your site to get a fresh set of eyes reviewing everything.

Let me know how you get on.