It's a bridge to the deeper conversation you actually want to have.

PS. If you're struggling to explain what you're building in plain language, we can help. DM me, let's talk.

Even on your website: the homepage speaks to everyone, the technical pages exist for those who go looking.

Because here’s the thing: simplicity isn't a compromise.

You can also layer your communication without having to choose between simple and sophisticated:

Lead with what's tangible and relatable, use metaphors that connect to your audience's world, and save the technical detail for the people who need it and the moments that call for it.

A good metaphor doesn't reduce what you've built, it gives people a way in.

Relating your technology to your buyer's world doesn't make it less impressive, it makes the impact understandable.

If your explanation only makes sense to someone who already understands your space, you're losing most of the room.

And if you're worried about dumbing things down, consider this: simplicity doesn't flatten complexity, it makes it accessible.

Because your buyer isn't just the technical person on the evaluation team.

It's also the CFO looking at costs, the operations lead thinking about integration, and the CEO who needs to explain this to a board.

There's a myth underneath this that people still believe in: that complex technology requires complex language to be taken seriously.

In reality, the opposite is true.

The more complex something is, the more translation it requires.

Complex technology doesn't require complex language.
But most technical founders still believe it does.

I've gone through dozens of climate tech websites over the past few months and the pattern repeats a lot: the more sophisticated the technology, the more jargon-heavy the explanation.

All real, all important.

But the buyer is sitting there asking a different question: what does this do for me?

The best climate tech companies don't just answer that question.

They build the entire experience around it.

When the answer is "being understood", they convert.

When the answer is "being sold to", they leave.

I think about this a lot in climate tech because the gap is often so wide.

Companies often build from their own lens, which means technology, mission, credentials, and science.

They're not reading your website or your sales deck or your one-pager as a neutral observer.

They're reading it through a filter that's constantly asking:

- is this for me?
- does this person get my world?
- am I being sold to, or do they genuinely understand what I’m going through?

It's already yours, you're just claiming it.

This is such a small detail in the overall flow, but it reveals something big about how people experience anything you put in front of them.

Ninety percent!
From changing one word!

But once you think about it, it makes a lot of sense.

"Start your free trial" is the company talking at you.

"Start my free trial" is you talking to yourself.

A company changed their CTA from "Start your free 30-day trial" to "Start my free 30-day trial".

A one word change.

Your → My.

And signups increased by 90%.

I came across a case study this week that I haven't been able to stop thinking about.

And it explains a lot about why some websites convert and others don't.

PS. If you want us to run the full version of this audit on your website, DM me, let's talk.

Climate tech buyers are usually evaluating risk long before they're evaluating your solution.

Your website is often the first place they go to figure out whether you're real, and if it doesn't answer that question clearly, they move on.

→ Speed

A slow site creates doubt before visitors have even seen what you do.

If your page takes more than a few seconds to load, they start wondering what else isn't working.

Most of these come down to the same question: does your site build trust or create doubt?

→ Mobile experience

A lot of first impressions happen on phones, and if your website breaks or feels clunky there, it signals that you haven't thought through the details.

When buyers are already cautious, small friction starts to feel like a red flag.

→ Contact clarity and friction

Can someone reach you without filling out 10 fields?

Is it obvious what happens when they click?

A CTA that says "Get Started" means nothing if the visitor doesn't know what getting started actually involves.

→ Competitive parity

Buyers are constantly comparing you to alternatives, so if your competitors have case studies, visible client logos, and a site that looks more current than yours, you start to look like the riskier choice.

→ Specificity over vagueness

"Trusted by industry leaders" doesn't mean much, but showing the actual logos does.

If you've worked with recognizable names, say so.

If you haven't, find other ways to be specific: deployment numbers, locations, and outcomes.

That proof needs to be visible at the moments when they're deciding whether to reach out, not buried on a separate page.

→ Trust signals where decisions happen

Think testimonials with real names and photos, client logos, and case studies with specific outcomes.

Buyers have seen promising technologies fail before, and they're looking for proof that you've actually done what you say you can do.

A lot of websites in this space lead with vision statements or technical descriptions that don't actually answer the question.

But if you only have 30 minutes and want to catch the biggest gaps yourself, here's what I'd look for first:

→ Clarity on who you serve and what problem you solve

When someone lands on your homepage, can they tell what you do and whether it's for them?

And when sales cycles are long and buyers are already skeptical, those silent exits add up.

We run detailed website audits for clients that cover dozens of items across brand, messaging, conversion, and competitive positioning to find out why.

In climate tech, buyers are evaluating your risk before they're evaluating your solution.

And your website is usually where that starts.

When someone lands on your website and leaves without reaching out, they don't tell you why, they just leave.

🧵

And in climate tech, where sales cycles are long and buying decisions are complex, that gap is expensive.

The technology page is often the last stop before someone decides whether to reach out or move on.

If it only answers how the technology works, the questions that actually drive that decision stay unanswered.