Avoid jargon in your copy

If your product is targeted at a specialized group of users, you may use technical terms, but you should explain what they mean first. 

Clarity is key when it comes to landing page copy. By using technical jargon and complex vocabulary to impress readers, you sacrifice readability and credibility.^[1]

While your colleagues might know exactly what you're talking about, the average user may not. Use simple language that's familiar to your audience and helps them navigate your product easily.