Plain language writing for the web is prioritizing clear communication with the reader’s needs rather than through complex language. The importance of writing in plain language writing, comes down to you realizing and assuming that the visitors will not read your entire content, meaning your copy should jump right into the point and answer the needs from the reader as it’s the number one reason why they clicked on your content in the beginning – to receive answers to their needs. We tend to use complex language in the copy to make it seem like we are explaining in detail to impress the reader even though in reality, you’re only making things worse by making the text harder to read and understand. They say to write for an audience of skimmers so that your copy becomes much more effective. This does not mean that you should not include technical terms or write to the lowest common denominator but to utilize them appropriately because it values the reader’s time. By using keywords that match search intent and language, can greatly improve clicks. Using my business as an example, I can create an engaging headline such as, “5 Easy Ways To Find Your Golfing Partner”. The headline is simple to read with no complex language and provides the specific need to the reader, which are ways to find a golfing partner.
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