Why Most Small Business Websites Are Harder to Read Than They Need to Be
If someone lands on your website and can not quickly understand what you do, who you help, and what to do next, they will leave. It is that simple. Yet most Australian small business websites are packed with jargon, vague taglines, and walls of text that make it hard for potential customers to make a decision.
Plain language is not about dumbing things down. It is about respecting your visitor's time and making it as easy as possible for them to take action. And in a competitive market, that clarity can be the difference between a new customer and a lost opportunity.
What Plain Language Actually Means
Plain language means writing in a way your audience can understand the first time they read it. It involves:
- Short sentences — aim for 15 to 20 words per sentence on average
- Common words — replace 'utilise' with 'use', 'facilitate' with 'help', and 'leverage' with 'use'
- Active voice — say 'We fix leaking taps' instead of 'Leaking taps are repaired by our team'
- Clear headings — headings should tell visitors what the section is about before they read it
- Logical structure — put the most important information first
The 5 Most Common Plain Language Mistakes on Australian Small Business Websites
1. Vague taglines that say nothing
Taglines like 'Your trusted partner in excellence' or 'Delivering solutions for your needs' mean nothing to a visitor who does not already know your business. A better approach is to say exactly what you do and who you serve. For example, 'Affordable bookkeeping for Brisbane tradies' tells the reader everything they need in seven words.
2. Burying the call to action
Many websites make visitors scroll through paragraphs of background information before offering any direction. Your call to action — whether that is 'Get a free quote', 'Book online', or 'Call us today' — should appear early on the page and be repeated throughout.
3. Using industry jargon your customers don't know
Every industry has its own language, but your customers may not speak it. A web designer talking about 'responsive frameworks' or an accountant referring to 'entity restructuring' may confuse the very people they are trying to attract. Write as if you are explaining your service to a friend over coffee.
4. Long unbroken paragraphs
Online readers scan before they read. If your website has dense paragraphs with no visual breaks, most visitors will skip them entirely. Break content into short paragraphs, use dot points where appropriate, and use bold text to highlight key ideas.
5. Writing about your business instead of the customer's problem
It is tempting to lead with your history, your qualifications, and your achievements. But visitors come to your website with a problem they need solved. Lead with their problem, show you understand it, then explain how you can help. This shift alone can significantly improve engagement and conversions.
How to Audit Your Own Website for Plain Language
You do not need a professional copywriter to do a basic plain language audit. Try this process:
- Read each page out loud — if you stumble or pause, the sentence probably needs to be shorter or simpler
- Ask someone outside your industry to read your homepage and tell you in their own words what you do
- Use a free readability tool like Hemingway Editor to check reading level — aim for a Grade 8 reading level or below
- Check that every page has a clear next step for the reader
- Look for any sentence longer than 30 words and break it up
Plain Language and SEO Work Together
There is a common misconception that you need to choose between writing for Google and writing for people. In reality, plain language tends to perform better in search results. Google's algorithms increasingly reward content that directly answers user questions in clear, accessible language. Pages that are easy to read also tend to have lower bounce rates, which signals to Google that your content is valuable.
Using plain language also makes it easier to naturally include the phrases your potential customers are actually searching for. Real customers search for 'plumber eastern suburbs Sydney' not 'hydraulic services provider metropolitan area'.
Quick Wins You Can Make Today
- Rewrite your homepage headline to clearly state what you do and who you help
- Replace any jargon on your services page with plain descriptions
- Add a visible call to action button above the fold on your homepage
- Break up your 'About' page into short paragraphs with subheadings
- Review your contact page to make sure the next step is obvious
Getting your website copy right does not require a full redesign. Small changes to the way you write can have a significant impact on how many visitors convert into enquiries. If you are ready to build a website that is clear, professional, and designed to convert, explore our small business website design packages to find the right option for your business.