How to Turn Complex Services into Clear Messages

Author:

Lisa Barnett

Lisa B our very own Head of Creative, leads our studio and produces strong, vibrant communications to tell a story and get results. Lisa loves to turn the mundane into something beautifully creative and her love of procedures and order is a great asset to the studio and ensures projects are managed with precision and clarity.

Posted:

09/09/2025

If you work in sectors such as Engineering, STEM or the Built Environment, you’ll know the challenge. What you do is incredible, but it can be tricky to explain. Technical jargon, long processes and specialist knowledge often make people switch off.

In marketing communications, clarity is everything. If people don’t understand you, they won’t remember you, and they definitely won’t buy from you.

So, how do you take something complicated and present it in a way that people actually get? How do you simplify complex services? 🤔

1. Start with the problem, not the process

Your audience doesn’t need every detail of how you work. They need to know what problem you solve. Framing your service around the challenge you remove or the benefit you deliver makes it instantly more relatable.

2. Let visuals do the heavy lifting

A simple diagram, animation or infographic can explain in seconds what paragraphs of text often struggle to do. In sectors like engineering or tourism, where projects can be multi-layered, visual storytelling helps people see the bigger picture straight away.

3. Keep your language plain and clear

Clear writing doesn’t mean “dumbing it down”. It means making ideas easy to follow. Swap out jargon where you can, explain the essentials and focus on what really matters to your audience.

4. Make everything feel connected

It’s not just about the words. The way you present your message matters too. Consistency across your website, proposals, videos and reports builds trust and makes your brand much easier to follow.

Why this matters

Simplifying complex services is not just about clever marketing. It helps people feel confident that they understand you, and that builds trust. Clients who feel that way are far more likely to choose you.

“Clarity isn’t just a communications tool – it’s a leadership act. Over 25 years guiding brands through transformation, I’ve seen time and again that when leaders simplify the complex, they unlock growth. Whether you’re selling a business for multiply earnings or explaining a technical process, the principle is the same: people trust what they understand. The ability to turn technical brilliance into clear, compelling messages isn’t about reducing substance – it’s about amplifying impact”

Lisa Lavis, Glow CEO & Founder.

If you’d like to simplify complex services, our team can help with graphic design, web design, copywriting, marketing strategy, communications, video and animation, and branding. Together, we can turn specialist knowledge into clear, powerful stories. ✨