Have you ever read a website and it just seemed to “stiff” or “formal” to you?
Or you felt like they were talking over your head, using a lot of buzzwords and lingo you didn't understand?
That leads to this little tip that will REALLY help your copy make more sales (or generate more leads, or whatever you need it to do)…
Keep it simple! Yes, even “dumb it down”.
Copy should read like conversation; it should flow naturally and be easy to listen to (or read).
By the way, this does not mean your readers are “dumb” (they're not). It means they are busy and distracted: simplifying your copy respects your reader's time.
Using big words and jargon might sound impressive, but it won't get you sales. Which would you prefer?
Use strong, punchy words. Write simply and clearly.
Read Strunk & White's Elements of Style – and follow its advice.