Most B2B companies use way too much jargon in their copywriting—and it's hurting their business.

Ever notice this? You land on a company's website and think, "What the hell do they actually do?"

It sounds crazy, but I see it all the time.

(Confession: I’ve fallen into this trap myself.)

So, if jargon is so bad for business, why do B2B companies keep doing it?

1. People think big, confusing words make them sound smarter.

2. Most professionals are so used to corporate jargon that it seeps into their writing without them even realizing it.

Just scroll through LinkedIn for a minute. You’ll see gems like: "Creates alignment"… "Drives efficiency"… "Accelerates opportunities…"

Why?! Just talk to me like a human!

B2C brands don’t fall into this trap—because they can’t.

In the B2C world, companies have no room for jargon. Their copy has to resonate immediately. If Apple or Nike started using corporate-speak, it would be a disaster.

But in B2B? There’s more leeway. And that laziness leads to sloppy, confusing copy.

Here’s the truth: complexity doesn’t make you sound smarter. It makes customers tune out.

So, what should you do instead?

Write like you speak.
You’re talking to another human on the other side of that screen, right? Act like it.

Cut the corporate-speak.
I get it—it’s tempting, especially if you spend eight hours a day hearing it. But do yourself (and your customers) a favor and use plain English. They'll appreciate it.

Use tools to simplify your writing.
Try the Hemingway app to “dumb down” your writing. A lower reading level (aim for 7th-9th grade) makes your content easier to understand and more impactful.

Short sentences. More periods.
Shorter sentences are easier to digest. Break up your thoughts. Avoid long-winded sentences and overusing commas—it just makes everything confusing.

Bottom line: Keep it simple.

Write like you speak, and don’t overcomplicate it. Your customers will thank you.