Wonderful article, Cait! I agree with every point. I hate visiting some websites where I think there’s something valuable about whatever product they’re selling, but have no idea what that value is. Once you’ve lost me, I’m not coming back.
Jargon use is an easy excuse to not put in the effort to write something that’s understandable. If analytics report that jargon works for headlines, that’s fine if that’s what gets people’s attention. But the body text should provide clarity to make up for it.