[going_to_800]

I'm really sick of all that "your keywords are too complex" or "people don't understand what you're saying", most of the times coming from people that know nothing about that niche or industry.

If those people are not your target market, don't give a shit about what they say related to the landing page content. You're not selling to them. If they don't understand the terminology used and they are not potential clients, you don't have to make a "less complex" landing page or change the wording just to make them happy.

[shripadk]

You can have your opinions but this is not how marketing or sales work. It isn't some new tech. This is age old stuff that has been going on since humans started trading. You always, always dumb it down even for your potential clients. The reason is more to do with cognition than to do with the client's knowledge. Your brain is not always focused on everything around you. It is more psychological. You are thinking in binary (or in other words: logically). The brain is more complex than that. It can sometimes fail to do the simplest of tasks but at the same time be capable of solving the most complex of problems.

The idea behind a tagline is to capture the user's attention. You can build up on the complexity as the user goes further down the page. But to start with a complicated tagline will cause your users to quit.

If someone is selling mangoes in a market and he shouts "Mangifera Indica for 5$" will people purchase from him? He is still selling Mangoes and dare I say he is more accurate (because the scientific name for Mango is Mangifera Indica). His potential customers will be those who are botanists because only they understand the scientific nomenclature. But those won't be his real customers too. What if the botanist hears the scientific name but his/her brain ignores it as the brain triggers only in certain environments (like in a lab)? What if the botanist is not interested in Mangoes even after understanding it? As you can see, your potential customers are narrowing down with every filter applied. This is exactly antithesis to "selling to as many as possible".

But if he shouts "Mangos for 5$" he attracts everyone interested in a Mango, including the botanist.

And I don't want to sound nasty but no technology is so advanced that it cannot be simplified. Also don't forget that people can smell bullshit from a mile away. That is what I have learnt from experience. We Engineers like to overcomplicate and overpromise stuff that will only come back to bite us later. Just follow the KISS principle: Keep It Simple, Stupid.