Someone visits your website, curious about what you offer. But a single word or phrase makes them feel excluded. They leave, and you lose a customer you never knew you had. It happens more often than most businesses realize.
Inclusive language isn’t about being trendy. It’s about respect, clarity, and growth. It can help your site perform better, reduce friction, and show your audience you actually see them.
Inclusive language means choosing words that welcome everyone, regardless of background, identity, or ability. When people feel recognized and respected, they stay longer, engage more, and are more likely to become customers. Studies show that modern audiences expect brands to reflect inclusive values.
This guide explains how inclusive language can benefit your website and marketing, what to look for, and what small changes can make a big difference.
Inclusive Language on Websites
Using inclusive language on your website helps more people feel welcome. That means they’re more likely to stay, explore, and convert.
Improved User Experience
Visitors who see themselves in your content feel more comfortable and more likely to engage. This starts with the small details.
Think about your forms. A title field that only includes “Mr.” or “Mrs.” leaves out people who don’t identify with those labels. A better form adds options like “Mx.”, which ensures non-binary people are included.
Clear, straightforward language also matters. Instead of “leverage our proprietary solution,” say “use our tool.” This helps people with varying reading abilities, non-native English speakers, and busy visitors scanning your content.
Increased Engagement and Lower Bounce Rates
People leave websites quickly when the language feels unfamiliar, exclusive, or overly technical. That can happen in just a few words.
Consider these performance improvements linked to more inclusive language:
- 16% lower bounce rates
- 22% longer session durations
- 14% more engagement on pages with gender-neutral wording
This isn’t theoretical—these numbers reflect real behavior. The clearer and more inclusive your language, the more likely someone is to stick around and take action.
Specific Website Examples
Slack explains features in plain language. Instead of using technical terms, it says things like “channels are where conversations happen.”
Microsoft includes an accessibility menu that adjusts the user experience. The copy emphasizes capabilities, not limitations, with phrases like “designed for you.”
These changes are subtle, but they show users that someone thought about their experience.
Inclusive Language in Marketing
Inclusive marketing connects with more people and builds longer-lasting relationships. It also helps you avoid unintentional damage that alienates part of your audience.
Making Marketing More Inclusive
Words shape perception. They can welcome people in or push them out.
Examples of simple language shifts:
- Say “everyone” instead of “you guys.”
- Use “they” instead of assuming gender.
- Describe products with accessibility in mind, not just for a single type of user.
Conversion gains can be substantial:
- Gender-neutral CTAs lead to higher click-through rates.
- Removing age or ability assumptions broadens appeal.
- Inclusive product descriptions convert better across diverse segments.
These aren’t theoretical gains—brands that embrace inclusive language often see 10–30% higher conversions in audiences they previously overlooked.
Stronger Brand Loyalty
People stick with brands that make them feel seen. Inclusive language builds trust.
That trust leads to:
- More repeat business
- Positive word-of-mouth
- Stronger reviews and referrals
In a recent survey, 64% of consumers said they’re more likely to trust brands that show commitment to diversity in their marketing.
The language you use is part of that commitment.
Avoiding Damage Control
One poorly worded ad or email can go viral for the wrong reasons. Social media magnifies missteps. In some cases, a single phrase can lead to:
- Lost revenue
- PR crises
- Damaged employee morale
- Months of recovery
Simple prevention steps:
- Review content with diverse team members.
- Run the language through a style guide or checklist.
- Ask: “Who might feel left out or misrepresented by this?”
A second read with empathy can make your brand inclusive to all.
Inclusive Marketing Examples
- Emails: Replace “Dear Sir/Madam” with “Hello” or “Hi there.”
- Social ads: Say “Parents and caregivers” instead of “Moms.”
- Product descriptions: Say “Easy to use” instead of “Even Grandma can use it.”
- Visuals: Use imagery that reflects real-world diversity in age, race, ability, and body type.
- Seasonal promos: “Holiday Sale” is more inclusive than “Christmas Sale.”
These changes don’t weaken your message. They make it stronger and more relatable.
Language Pitfalls to Avoid
Here are the most common areas where websites and marketing often fall short—and what to do instead.
Gendered Language
Instead of:
- “Businessmen will love our service.”
- “Salesmen are available now.”
- “Man-hours required”
Use:
- “Business professionals”
- “Our sales team”
- “Work hours required”
Use “they” instead of “he/she” when writing general instructions.
Ability-Based Language
Avoid:
- “Handicapped section”
- “Suffers from” or “afflicted with”
- Using mental health terms casually: “That’s crazy,” “So OCD”
Use:
- “Accessible section”
- “Person with [condition]”
- Specific, respectful alternatives: “Detailed,” “unexpected,” “inconsistent”
Never use medical conditions as metaphors or exaggerations.
Age and Financial Assumptions
Avoid:
- “Silver surfers,” “digital natives”
- “Everyone can afford this.”
Use:
- “Older adults,” “tech-comfortable users”
- “Starting at $X,” “Flexible pricing available”
Avoid implying that “basic” or “entry-level” means lower value.
Cultural References and Idioms
Avoid:
- “Knocked it out of the park.”
- “As American as apple pie”
- Religious phrases like “a blessing in disguise”
Replace with clear alternatives:
- “Exceeded expectations”
- “Widely recognized”
- “An unexpected benefit”
Not everyone shares the same cultural touchpoints—keep your language easy to interpret.
Jargon and Acronyms
Avoid:
- Industry jargon without explanation
- Acronyms like CTA or ROI with no context
Use:
- “Call to Action (CTA)” or “Return on Investment (ROI)” on first mention
- Brief explanations or tooltips when needed
Your expertise shouldn’t come at the cost of clarity.
Person-First vs. Identity-First
Some communities prefer person-first language. Others don’t.
- Person-first: “person with autism,” “person with a disability”
- Identity-first: “Autistic person,” “Deaf person”
The best option? Learn from the community, ask when possible, and stay open to feedback.
How to Start Using Inclusive Language
Here are practical steps to start improving your site and marketing language today.
Run a Language Audit
Review your:
- Website pages
- Emails and newsletters
- Forms and surveys
- Marketing campaigns
Look for outdated or exclusionary language, and track your changes. Don’t forget your visual content—photos and illustrations send messages too.
Create an Internal Style Guide
Make a short, shareable reference doc that includes:
- Terms to use and avoid
- Sample rewrites
- Brief explanations of why it matters
It doesn’t need to be long. Two to three pages is plenty to get your team aligned.
Ask for Feedback
Even with good intentions, you’ll miss things. Bring in people from different backgrounds—customers, colleagues, or consultants—and ask them what they notice.
Pay attention to recurring suggestions. Compensate contributors for their time if appropriate.
Keep Learning
Language evolves. What’s inclusive today might shift tomorrow. Subscribe to accessibility or DEI newsletters. Follow people who speak from lived experience.
Encourage your team to share what they learn. Normalize feedback. If something isn’t working, fix it without defensiveness.
Your Words Shape Your Brand
The language you use on your website and in your marketing materials speaks louder than your logo or tagline. When your words are respectful, accessible, and inclusive, people notice—and they come back.
Inclusive language helps your message reach more people, builds trust, and creates a brand that feels approachable instead of distant.
You don’t need to be perfect; you just need to be thoughtful. Start small, keep going, and keep listening.
Are you building a new website or refreshing your content? Garrett Digital helps you choose the right words so your message reaches everyone. Contact us to start the conversation.
Learn More
- Using inclusive language in your marketing efforts – American Psychological Association
- Inclusive Language Guide – American Psychological Association
- Inclusive Language: Content Guide – Alt 18F
