My Travels on the Net

The main difference between a website that works and a website that sucks are the words on the page. This is why when I’m working on a website rewrite the most important part of my job is jargon busting. Jargon busting consists of finding words and phrases that don’t say a damn thing and helping the business owner replace them with words that make sense to people.
I love it when I come across an especially jargon laden site. These sites save me a lot of time. I can show them to my clients and all of a sudden light bulb goes off. They get how bad it is to use generalities to the point of vagueness.

I came across the mother load of all jargon sites today. The following is the home page text of a company on track to reach 1 billion dollars in revenue by 2010. Obviously, this is not a small company and yet, this is their home page text. I have replaced the company name with “Our Company”.

Our Company efficiently and effectively integrates a wide range of
resources and core competencies to provide unique and timely solutions that
exceed our customers’ stated needs and expectations.

We are guided by integrity, innovation, and a desire for a safer world. Our Company’s professionals leverage state-of-the-art training facilities, professional
program management teams, and innovative manufacturing and production
capabilities to deliver world-class, customer-driven solutions.

Our corporate leadership and dedicated family of exceptional employees adhere to essential core values- chief among these are integrity, innovation, excellence,
respect, accountability, and teamwork.

Click here to find out whose home page text is this bad.