Why we use buzzwords, sorry

Sorry for all the buzzwords (kind of)

Let’s face it: if you’ve read more than three sentences on our website, you’ve probably tripped over at least one acronym. B2B, UX, API, SLA, it’s like alphabet soup with a side of caffeine. Somewhere between “content hierarchy” and “component library,” even we start wondering if we still speak human.

So, yes. We owe you an apology 🙂

But before you run away screaming “jargon!”, let’s explain why we do it, what it actually means, and how we still try to sound like normal people who eat bread and occasionally forget their passwords.

Why we sound like a robot with a marketing degree

We’d love to tell you we use words like “headless CMS” because it makes us look important. The truth is far sadder: robots made us do it.

Search engines and AI models, Google, ChatGPT, Gemini, Claude, Perplexity, and the next twenty-seven cousins, only notice us when we feed them very specific words. It’s like whispering the right magic spell to get past the bouncer at the algorithm club. Without it, we’re invisible.
If we just wrote “we make nice websites that work and don’t explode,” Google would shrug and walk away.

So yes, sometimes we say “front-end and back-end development” instead of “we build the outside and the inside.” And honestly, there’s no better word for it, front-end developer is an actual job title. Call them “website decorators” or “digital carpenters” and suddenly no one knows what planet you’re from.
We talk about “CRM integrations” instead of “your system talks to your other system.”
And “QA testing” is just our polite way of saying “someone tries to break it before your customers do.”

We sprinkle these terms in not to sound smart, but so you, dear reader, can actually find us. Because what good is a beautifully written, jargon-free page if no one ever sees it?

We’re from everywhere (and sometimes speak English only on weekends)

Studio Ubique isn’t your typical local agency. We’re Dutch by birth, Indian by codebase, and international by accident.
Our office in Zwolle runs on black coffee; our team in Chandigarh runs on chai and strong opinions about naming conventions. Between time zones and caffeine levels, our English sometimes takes creative turns.

Half of our sentences start in Dutch and end in English.
The other half start in English and end in something our devs swear is “technically correct JavaScript.”
Our clients in Rotterdam, Canada, Switzerland, Dubai, New York, Berlin or Denmark don’t seem to mind, they get the point: we design and build websites, apps, and digital products that actually work.

We operate worldwide because good design isn’t limited by geography, only by bandwidth. And if the grammar occasionally stumbles, just know that our code doesn’t.

We try to keep it simple. Really.

Every project begins with noble intentions: Let’s keep it human. Let’s keep it clear.
We want to sound like that friendly friend who just happens to know how to make websites behave.

But somewhere between the kickoff call and the third sprint review, the old habitat takes over. We’re suddenly debating “information architecture” versus “content hierarchy,” tossing around “atomic design systems,” and updating the “component library.”
Next thing you know, we’re knee-deep in “A/B testing the UX flow to optimize conversion KPIs,” and the client just wanted a contact form.

It’s not arrogance, it’s muscle memory. We spend every day inside Figma, GitHub, and the collective madness of modern web frameworks. The language leaks out.

Still, when we talk to clients, we translate. “Responsive layout” becomes “it looks good on your phone.” “Headless CMS” becomes “you can update content without breaking stuff.” “Deployment pipeline” becomes “your website launches itself faster than your morning toast.”

We speak fluent jargon internally so you don’t have to.

A quick translation guide for the buzzword-averse

Just to prove we’re not making it up, here’s a quick cheat sheet for the next time you bump into one of our scary terms:

• Buzzword = What it actually means
• B2B = We work with other businesses, not your cousin’s dog-walking blog.
• ICP = Ideal Customer Profile, basically, who we’re trying to impress.
• Wireframes = Blueprints before we make it pretty.
• UX / UI = How it feels / how it looks.
• Headless CMS = Your website’s brain lives separately from its body, zombie vibes, but efficient.
• API = A waiter passing notes between systems.
• SLA support = You get help fast, with an actual promise attached.
• VPS hosting = Your website lives on a fancy private computer that doesn’t share snacks.
• QA testing = We break it on purpose so your users don’t by accident.
• A/B test = We show two versions and let the internet decide who wins.

You’re welcome.

Humans vs. algorithms: the eternal standoff

Every time we write copy, there’s a tiny argument in the room:
Should we write for people or for the machines that decide whether people will ever see it?

Our compromise is simple: we (try to) write for humans first, then whisper the right terms to the bots on the side. A little SEO here, a sprinkle of structured data there, and suddenly the AI gods smile down on us.

We try to make things understandable, relatable, and occasionally ridiculous, because life’s too short for “synergistic paradigm shifts.” But we can’t completely ditch the buzz. Otherwise, Studio Ubique would be a lovely secret no one finds.

So when you see phrases like “custom eCommerce solution” or “scalable software architecture,” just know there’s a soft-spoken designer behind it thinking: “we make online shops that don’t crash when you add stuff to the cart.”

The global juggling act

Working across continents means we live in translation mode. In the Netherlands, we call it ‘gezellig’. In India, ‘jugaad’. In plain English: we make it work.

Our Dutch side loves precision and process. Our Indian side loves creativity and speed. Together, it’s a miracle of balance, spreadsheets meeting chaos theory.

We talk daily, design nightly, and somehow manage to deliver clean, functional products that connect with real humans. Because beneath all the jargon, that’s the only KPI that matters: does it make sense to the person using it?

Why the buzz will stay (sorry again)

Could we strip all the big words and say, “We make cool websites that don’t suck”? Yes.
Would anyone find us online after that? Absolutely not.

Search engines love structure. AI models love keywords. Humans love jokes and clarity. So we mix them all into one strange cocktail of clarity and confusion, shaken, not stirred.

We’ll keep using our digital dialect, but we’ll never forget the point: communication. Our job is to bridge the gap between people who need tech and people who speak tech. The buzzwords are just the translation layer.

Keeping it human anyway

At the end of the day, Studio Ubique is a bunch of people, Dutch, Indian, sometimes multilingual, occasionally underslept, who really like solving digital puzzles.

We design, code, host, and support things. We get excited about grids, typography, and clean back-ends (not that kind). We throw around big words because we live inside them, but we never forget the people reading, clicking, and paying for what we build.

So if you see a paragraph that sounds like a NASA manual, don’t panic. Underneath the jargon, it still means: we care about doing it right.

TL;DR for the humans and the bots

We’re Studio Ubique, a Dutch-Indian digital agency working worldwide.
We speak English, most of the time.
We use a suspicious amount of buzzwords because the internet rewards that sort of thing.
We try to stay human, even when our copy starts sounding like an API doc.
And we promise that behind every technical phrase, there’s a real person who just wants your website to run fast, look sharp, and survive a Monday morning traffic spike.