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Since most of us are targeting average people, with average intelligence, to our website, it is important that we provide information on our web pages that is written in a way that is easy to understand. You want your content to be clearly understood by everyone. In other words write your content for the average person. If your website targets highly intelligent people, of course you would want to write at a much higher level. For most of us, we want to keep it simple because we want our information to be understood by all visitors that come to our website.

You are not in business to impress people with your vocabulary. You are in business, I assume, to make money. You supply information in the hopes that people will buy whatever it is you have to sell.

Using words above what the average person understands will cause he or she to click away from your website. The goal of providing good information is to keep the visitors on your site, there, as long as possible. The longer you keep your visitor there, the greater the chances of converting them into paying customers. I once read somewhere; the level of writing should be around eighth grade level. Keep this in mind when you sit down to write the content for your website.

Don’t get me wrong. I’m not implying in any way that the average person is stupid. Most people are in a hurry when it comes to reading the content on web pages. They will scan through quickly to see if the information is worth taking a closer look at or not. If everything is simply written, and easy to understand, your chances are greater that he or she will stay and read your content more closely. Make it difficult to read, and understand, he or she will leave in a heartbeat, never to return. Another reason to keep the content simple is the fact that there are a lot of people in the world who speak, and can read some English. Most are not fluent, and even fewer can read at a high level. Remember English is not their first language.

Keep your website simple and easy to understand and you will have visitors that will come back to your website to see if you have any new information for them. The more often they return to your website, the better your chances are of converting them to paying customers.