Stop making customers work so hard to understand you

When evaluating how well a page converts, writing your content in plain language is an often-overlooked optimization.

You only have a few seconds to capture a customer’s attention when they land on your product or service page. When the customer reads copy that is verbose, corporate speak, or jargon-heavy, it increases cognitive load, which leads to frustration and confusion.

On the flip side, clear, easy-to-understand copy provides a better user experience and leads to higher conversion rates. When customers understand your message faster, they’re more likely to take action.

Plain language uses clear, straightforward words your audience already understands. It’s less about “dumbing down” and more about removing unnecessary barriers. Like many usability improvements, this benefits everyone, not just people with cognitive disabilities.

Here are a few practical techniques:

• Use shorter sentences (aim for 15-20 words max)
• Choose familiar words over fancy ones
• Write in active voice
• Break up long paragraphs
• Use headings and bullet points strategically (optimize for skimming)

Ask yourself this: “Would a busy parent understand this while multitasking?” If not, pick one paragraph and rewrite it using the techniques above.