Impressive language feels like a flex. In reality it's costing you sales. When copy sounds like a boardroom pitch, peop…

I spent over two decades in digital marketing, working with brands like Amazon and managing over a billion dollars in ad spend. Say what you actually do. People leave pages in the first few seconds without reading a word. And when we dig into why, it almost is never design. It's almost never the price. They just couldn't tell what the company does. Most businesses describe themselves using professional language, polished language, industry terms, copy that sounds impressive in a boardroom. Conversion-focused digital commerce solutions. Sounds expensive, right? It also is too much to think about. Vague copy is friction, and confused people don't buy. They leave. So run every page you own through the smart friend test. Explain what you do the way you'd explain to a smart friend who knows nothing about your industry. Not conversion-focused digital commerce solutions, just we help online stores stop losing sales at checkout. Same company, only one of them gets read.