All marketing text is worthless
unless somebody reads it.
If you make it easy to read, they will read it.
I know, it sounds corny.
All humans and even search engines prefer easy-to-read, easy-to-understand text.
The readability of text has nothing to do with the complexity or seriousness of the subject.
Making it easier to read is not a matter of “dumbing down” the text.
It’s about clarity. It’s about plain, straightforward language that’s easy to understand.
Even for technology companies.
I don’t know what motivates companies to present hard-to-read text; all I know is what I see on their sites.
I’ve helped a lot of technology companies improve their message.
