Clear, plain language
Your content should be readable by a general audience without industry jargon.
Why clarity wins with AI
Language models extract facts from text. The clearer the sentence, the higher the confidence the model has in the extracted fact. Jargon-heavy copy lowers that confidence and makes the model hedge — or skip your content entirely.
There is also a direct user-facing effect. When an AI assistant answers a question, it tends to use the clearest available source. If your site says 'enterprise-grade omnichannel solutions' and a competitor says 'we help shops sell online', the competitor wins.
How to write more clearly
- — Prefer short sentences. If a sentence is longer than 20 words, break it.
- — Use concrete nouns. Replace 'solution' with what it actually is.
- — Cut adverbs and superlatives: 'truly', 'extremely', 'best-in-class'.
- — Write like you would explain it to a smart friend who is not in your industry.
- — Read it out loud. If you stumble, simplify.