“Teacher, I’m really constipated today.”

The moment one of my (adult) students came up to me and delivered this line, I froze.

Having spent a few years living and teaching abroad, I was fluent in awkward language mishaps. The student looked at me with a pained expression, waiting for a reply, while my mind, in a rapid-fire internal monologue, was trying to make sense of the sentence.

Was this an emergency? Should I be alarmed? Or was this a deeply private admission I had no business hearing? As the uncomfortable silence stretched on, I realised I was dealing with a classic case of what linguists call a “false friend”.

In Spanish, the word “constipado” means to have a cold or be bunged up. My student, likely trying to tell me they were feeling a bit under the weather, had unknowingly shared far too much information.

Lost in translation

That little mix-up still makes me laugh, but it also stuck with me. It was such a good reminder that words only do their job if the person on the other end actually understands them.

The same analogy applies to your website. You might know exactly what you mean, but if your visitors don’t, they won’t sit and puzzle it out. For financial advisers and planners, that can mean the difference between someone reaching out – or going elsewhere.

So, how can you ensure your website speaks your clients’ language?

1. Know your audience

The first rule is to know your audience. Who are you talking to? What do they already know, and what do they need to be taught?

My student’s mistake was in assuming I would understand their literal translation. Businesses make a similar mistake by assuming their audience knows industry jargon, which isn’t always the case.

2. Speak their language

The “false friends” of website copy are industry acronyms and internal slang.

A financial services firm using “IHT” or “SIPP” without context is speaking in a language most potential clients won’t understand.

Your audience isn’t looking to be impressed by your extensive vocabulary; they’re looking to find themselves on the website. That “Aha, that sounds like me!” moment may be missed if they don’t understand the solutions you’re offering them.

3. Be clear who it’s for

Visitors to your site should know straight away whether you’re the right fit for them.

By clearly defining your client subtypes on your website, you can help people see themselves in the solutions you offer.

Use clear descriptions and questions such as “Is this you?” to make it immediately obvious who you work with and how you can help.

4. Show, don’t just tell

As an expert in your field, it’s tempting to cram every feature, technical detail, or service description onto your website. But websites crammed with copy can be, let’s face it, intimidating. It’s a bit like trying to teach a new language by handing someone a dictionary and telling them to get on with it – it’s never going to work.

The most effective copy doesn’t just list what you do; it shows how life could look better by working with you. Social proof is your friend here – think video testimonials, case studies, or even a client quote.

5. Make it about them

Ultimately, your copy isn’t just about what you want to say (although I’m sure you’re very proud of your mission statement!). It’s about what your audience needs to hear.

The goal of a website is to build trust, and nothing erodes trust faster than a confusing, convoluted message.

So, next time you’re writing – be it for a website, blog article, or LinkedIn post – ask yourself: “Would this make sense to a total stranger?” If the answer is “no”, it’s time to go back to the drawing board.

Get in touch

Fortunately, this is exactly the kind of thing we love helping financial advisers and planners with.

If you’d like support writing copy that your clients will actually understand (and maybe even enjoy reading), drop us a message. We’d love to help. Email hi@theyardstickagency.co.uk or call 0115 8965 300 to speak to us today.

Final disclaimer: In case you’re wondering, my student made a full recovery and now knows that “constipated” has a very different meaning in English. 😊