Jargon

Avoid jargon in high-level pages. Consider your audience. Use short, simple words. When a user encounters words they do not understand it may stop them from using further information on the website, forcing them to phone up or abandon their task. For example, ‘stakeholder’ is a common word for many BGS employees; it may not be understood by all website users.

Also, demonstrating a good command of the English language through the use of complicated, technical or ‘flowery’ words is not the goal of a website author.

See also Dictionaries