Even the enterprise buyer you're pitching is skimming. Everybody skims every page. So the fanciest sentence on your sit…

You're too close to your own business. You lived inside the jargon so long it reads like plain English to you. Every founder has this. I have this. My team edits it out of me constantly. And to be clear, plain doesn't mean dumb. Plain means fast. Even the enterprise buyer you're pitching is skimming. Everybody skims. Every page needs to answer one question immediately: what is this? Answer it in the first line in words a 12-year-old can repeat back to you. This works in every industry, by the way. The consultant selling holistic organizational transformation is really helping companies stop losing their best people. The SaaS platform with AI-powered workflow orchestration helps teams stop chasing status updates. Say the second version and say it out loud. Your ear catches corporate nonsense your eye has learned to skip. We made a rule internally. Every client page gets read out loud by someone who didn't write it before it ships. It feels silly the first time, but it catches something almost every time. Here's the fastest audit I know. Pull up your homepage, cover the logo, hand it to somebody outside your industry for 10 seconds, ask them what you sell. If they hesitate, you don't have a marketing problem yet, you have a translation problem, and nothing downstream works until it's fixed