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.