If you walked into a furniture store and found that room groups were unmatched, fabrics were torn, and sales staff ended every sentence in a preposition, would you stay long? Would you be impressed enough with business to make a major purchase? Probably not. For most people, story is same with a haphazard, disorganized, unintelligent website. They won't stay long, and they won't had over any money.

Before publishing your site for millions to see, make sure it's been thoroughly reviewed by someone who knows language and knows what a good website should look like. If you have inventory, make sure you include detailed photos (front and back) that customers can click on and enlarge. If what you're trying to sell is a service, be sure to provide testimonials, references, and links to previous work.

Most mistakes really can be eliminated with just a bit of caution. Instead of reading quickly through your copy before posting it, get out a red pen and go through it slowly and carefully. Then, have someone else do it a second time. When your credibility is on line, you can't be too careful.

There is an interesting commercial on television that deals with advanced networking capabilities that will allow inter-office and inter- branch communications. The president of company comes up to resident computer programmer and asks him to justify expense using less than 10 words. The programmer stops for about 10 seconds and answers that bottom line will be improved by 15% in less than one year. It was very simple, short and straight to point. There was no technical jargon, bafflegab or technical rhetoric. The justification for added expense was in explanation. The commercial was extremely effective because it showed that, despite complexity of business applications, solutions are very straightforward and simple.

When discussing computers or web-sites one can read about "incorporating CSS, DHTML, Flash, Shockwave, VRML, Java into your site, plus by using SQL/mySQL, php3, ASP, javascript can add ability to collate customer database information and add e-commerce abilities."

Translated this means that "you can incorporate amazing multi-media and interactivity into your site, plus by using our highly skilled team we can make it easy for you to see who your customers are, plus allow them to order your products on-line".

In same way when selling equipment you can advertise that you can purchase a "12.1 active matrix laptop, 16+colours, with an AGP graphics controller, and a 2.5 MB of SGRAM video memory! What's more - it includes L2 Cache running at full clock speed, plus TWO extra PCMCIA slots so you can add a modem for instant Internet gaming!"

Again this can be translated into "Purchase our amazing laptop with brilliant colours, and exceptionally smooth graphics for playing games. What's more- it can include extra memory to run games extremely fast, plus you can add extra functions such as a modem to connect to Internet where you can play against other people."

There willl alway be room for technical jargon for individual who wants it. After purchaser has been attracted to product by gaining a straight-forward understanding of its capabilities, then, if he desires it, technical capabilities can be covered by referring to specifications. Technical jargon, or statistical specifications, are not necessary to sell capabilities of a product or a service, but only to explain it and to validate any claims that have been made.