In today’s post, I write about why there should be no jargon on your coaching website.

If you’re aiming to attract clients to your coaching practice, using clear, accessible language on your website is crucial. Here’s why steering clear of jargon makes a big difference:

1. Jargon confuses potential clients

To appeal to a broad audience, you need to communicate in a way that’s easily understood by everyone. Jargon or specialised terms can create barriers; instead, keep your language simple and relatable. When people can immediately understand what you offer, they’re much more likely to engage with you.

2. It can make your business feel unapproachable

When potential clients encounter complex, unfamiliar terms on your website, they may feel out of place or even alienated. This can result in them feeling that your service is too complex for them, or that it’s not meant for people like them. A friendly, down-to-earth tone helps create a welcoming space where potential clients feel at ease.

3. Jargon can drive people away

Using insider language can actually turn people off from working with you. They may question whether you’re the right fit, thinking you might not understand their needs or that your service requires special knowledge they lack. Remember, clarity is key to connection.

Have you ever left a website because it was confusing?

Most of us have. When people don’t quickly understand what you’re offering, they’re likely to leave and look for someone else who can clearly communicate their services. The question to ask is whether your website content can be easily understood by everyone who visits.

Common pitfall: Falling into the jargon trap

Many coaches and therapists unintentionally use jargon in their copy simply because it’s how they’re used to speaking. Terms like “embodiment,” “empowering,” or “somatic” may be second nature to you, but to someone new to coaching, these words can seem vague or overwhelming. Unless your clients are fluent in these terms, you risk losing their attention.

So, how can you avoid jargon?

Here are three simple steps to help you keep your content clear and jargon-free: 

In summary: Keep it clear, keep it client-centred

Using plain language helps you reach a wider range of potential clients, making them feel welcomed and understood. Need a hand with your website?

I specialise in designing websites for coaches that focus on clarity and connection. Contact me today for a free consultation on how I can help you attract more clients for your coaching or therapy practice.

FAQs

1. Why is avoiding jargon important on a coaching website?

Avoiding jargon ensures that your message is accessible to all potential clients, including those unfamiliar with coaching-specific terms. When people immediately understand your offer, they’re more likely to engage with your services.

2. What counts as jargon?

Jargon includes any industry-specific language or complex terms that may be unclear to someone outside of your field. Words like “embodiment,” “empowering,” or “somatic” can feel vague or intimidating to new clients. Aim to use plain, everyday language instead.

3. How can jargon make my business seem unapproachable?

Jargon can unintentionally create a barrier between you and your clients. When people don’t understand your terms, they may feel that your services are not meant for them. Simple, friendly language helps potential clients feel welcome and understood.

4. Can using jargon actually turn people away?

Yes! Using insider language can make people feel that they’re not the right fit for your services or that they need prior knowledge to benefit. Clear communication shows that you’re focused on their needs, making them more likely to choose you as their coach.

5. Should I never use any coaching terms on my website?

You can use coaching terms, but it’s important to explain them in simple language. If you do mention a technical term, provide a brief definition or use an example so it’s immediately understandable.

6. What are some tips for writing clearly on my coaching website?

Here are three tips:

• Use words and phrases that match how your clients talk about their needs and challenges.
• Focus on the benefits of your coaching rather than technical details about the process.
• Keep language simple and direct to make your message easy to digest.

7. How can I make sure my website copy is easy to understand?

Try using the Hemingway App to check your text’s readability. Aim for a grade level of 3–4. This level keeps your writing accessible, even for people who may not be familiar with coaching terms.

8. Isn’t jargon a good way to show my expertise?

Showing your expertise is important, but clarity is what converts visitors into clients. Highlight your expertise by discussing the benefits you offer and sharing client success stories. This is more relatable to potential clients than using complex terms.

9. Who should I keep in mind when writing my website content?

Write for your potential clients, not your colleagues. Your website is for people seeking help with their goals or challenges, so aim to use language that’s easy for them to understand.

10. I’m struggling to simplify my language. Can you help?

Absolutely! I specialize in creating clear, approachable websites for coaches and therapists. If you’d like guidance on making your website more client-friendly, feel free to reach out for a free 30-minute consultation.