The_Contractor - 11:02 am on Jun 11, 2002 (gmt 0)

papabaer,

Good point <<The type of language used (professional/informal) is very important. >>

I think this depends on the average audience of the site and who you are trying to reach/average customer.
If you are "B2B" you need the professional "feel" to the site and content/terms used. You can use industry specific jargon etc.

If you are servicing/catering to the "average consumer" you need to keep industry specific jargon out of the picture. Consumers will find it confusing. You need to touch base on personal terms with your user.

What thoughts/fears go through the consumers mind when seeking your services or products.
If you were selling used automobiles you need to have pages like " 200-point inspection on all of our vehicles" and "1-year warranty included".

Squelch their fears and gain a customer :)