--- description: Internal stakeholder language hurts persuasion because it forces customers to translate company jargon into their own vocabulary, and most will not make… image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: Why internal stakeholder language hurts persuasion --- B2B Websites Why internal stakeholder language hurts persuasion # Why internal stakeholder language hurts persuasion Internal stakeholder language hurts persuasion because it forces customers to translate company jargon into their own vocabulary, and most will not make the effort. When readers do not understand the language, they feel excluded and trust the brand less. Research in psychology has shown that abstract language leads listeners to believe speakers are more likely to be dishonest compared to concrete language. Using insider terminology forces customers to seek clarification from the website or a contact center, breaking the experience. One documented example: a website structured around internal organizational units rather than customer needs showed how internal language hurt both SEO and conversions because the site made sense to employees but confused buyers. Internal subject matter experts often "know too much" to explain clearly to outsiders, defaulting to technical shorthand that serves internal efficiency but alienates external audiences. The solution is to build messaging from buyer research (interviews, surveys, review mining) rather than internal brainstorming, so the vocabulary on the website matches the vocabulary in the buyer's head. ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": 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When readers do not understand the language, they feel excluded and trust the brand less. Research in psychology has shown that abstract language leads listeners to believe speakers are more likely to be dishonest compared to concrete language. Using insider terminology forces customers to seek clarification, breaking the experience. The solution is to build messaging from buyer research such as interviews, surveys, and review mining rather than internal brainstorming, so the vocabulary on the website matches the vocabulary in the buyer's head.", "@type": "Answer" } }, { "name": "How can B2B companies avoid internal stakeholder language on their website?", "@type": "Question", "acceptedAnswer": { "text": "B2B companies can avoid internal stakeholder language by building messaging from buyer research rather than internal brainstorming. 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