Have you ever explained what you do to a friend, only to get a blank stare? That’s exactly what happens on websites when businesses use their own fancy words instead of the simple ones visitors are actually looking for.
The good news: your website can tell you which words people really use—if you know where to look.
Your visitors already wrote the dictionary
When people find your site through Google, or even use your site’s own search box, they’re handing you the exact words they trust. For example:
You might call it hydration solutions. They typed in water cooler rental. You might proudly say digital presence optimization. They searched fix slow website. You might use plans & packages. They searched pricing.
If the words on your site don’t match the words they type, they’ll leave. Not because you don’t have what they want—but because it wasn’t in their language.
Clear wording beats clever wording
People don’t want to guess. Simple changes to common website text often lead to big improvements:
Health services: Switching from “Request an appointment” to “Book now” led to more patients completing the form. Grocery pickup: Walmart uses “Pickup & Delivery” instead of “Curbside fulfillment.” Short, clear, everyday words work best. Gas stations: “Save with Rewards” works better than “Enroll in Loyalty Program.” Everyone understands saving money; not everyone wants to “enroll.”
The lesson? Speak like your customer, not your marketing team.
Places to check on your own site
Page titles & headings: Do they match the way people search? If everyone is looking for “pricing,” don’t bury it under “plans.” Buttons: Replace vague words like Submit with clear actions: Book now, Check availability, Add to cart. Form helpers: One short line can calm doubts: No spam. Cancel anytime. Navigation: If visitors keep searching for “hours” or “returns,” put those words right in your menu.
How to get started (without any fancy tools)
Search yourself: Type in the service or product you offer the way a customer would. Do your words match what you find? Ask friends: Hand your site to someone outside your industry. Where do they stumble? Which words confuse them? Watch your own site search: If you have a search bar, peek at what people are typing. Those words are clues.
The bottom line
Your visitors don’t care about polished marketing language—they care about finding what they came for, quickly. If you use their words, they’ll stick around. If not, they’ll leave without saying a word.
Need help finding the right words?
Sometimes it’s hard to see the mismatch when you’re close to your own business. That’s where I come in. At HyperLynx Studio, I help business owners read the signals from their website, uncover the language their visitors are really using, and rewrite pages so people stay and take action.