Case Study: Strategic Language

Communication Challenge:
A brilliant client of mine held itself back by using academic and technical language on its website. The copy was more suitable for post-graduate English or IT professors than its true audience.

In fact, a readability test tool suggested readers would need 17 years of formal education to comprehend the copy!

Strategic Solutions:
I asked the client to honestly consider its communications objective: Is it to impress readers or connect with them?

I recommended using clear, simple language. Mainstream language attracts a broader audience, particularly on the web, as readers tend to scan copy. Readers would be “impressed” if they could quickly grasp my client’s ideas.

Simplifying the client’s web copy reduced the number of inbound phone calls and emails from confused prospects. Using eighth grade language allowed the client’s customer service staff to focus on selling rather than clarifying web content.

Lisa Goller
Lisa Goller helps businesses tell their story. As a Toronto-based Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at

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