Stop Using Jargon: How Plain Language Benefits All Users and Boosts Your Conversion Rates

Let me ask you a question: Why do we use complicated language when simple works better? We all want to sound clever, right? We rely on industry terms and fancy words to make our content look good. But here is the truth: that writing is actually losing you money. You might focus on the technical side of accessibility alt text, keyboard navigation, or colour contrast. Those are key steps, yes. But the easiest, biggest problem you can easily fix is often overlooked: the words you choose. Plain language means more than just following WCAG rules. It means clear talking. It cuts down on mental effort. It makes sure everyone no matter who they are understands your message right away. If they can’t grasp what you offer, they can’t buy it. It’s that simple.

5 Key Points for Implementing Plain Language:

1. The Cognitive Accessibility Advantage

Think of your brain like a crowded motorway. When you read complicated text, you are creating a traffic jam. Plain language is key because it needs less thinking. Long sentences, jargon, and big paragraphs force all users to work harder to figure out your message. This extra work can completely block people with learning disabilities, reading difficulties, or those reading in a second language. It's a huge speed bump for their attention. By choosing simple words and short, direct sentences, you really lower this stress. This makes your content easy for everyone to use.

A recent study confirmed just how much corporate jargon annoys the average user. The study revealed the phrases people most want to eliminate from communication. Terms like “circle back,” “work hard, play hard,” and “boots on the ground” consistently ranked as the most annoying buzzwords. People reported hearing corporate language multiple times a day. Furthermore, using jargon in job postings is widely viewed negatively. Phrases like “like a family,” “fast-paced environment,” and “rockstar” actively deter applicants. This data shows that jargon does not just confuse; it creates immediate, negative emotional friction. It signals that your communication style is outdated and inaccessible.

Example: Simplifying Complex Language

• Corporate Jargon (Bad Example): "Leverage our cross-platform synergy to optimise existing workflow infrastructure and realise core competencies."

• Plain Language (Good Example): "Our tool helps your team work together more efficiently."

2. Boost SEO with Natural, Searchable Language

Marketing professionals are often taught to stuff keywords, but users search for solutions using the simplest possible language. By simplifying your terminology and focusing on common, everyday terms instead of internal company jargon, you naturally align your content with how real people ask questions online. This approach improves your content's readability score (a factor search engines consider) and directly connects your offerings to the user's intent, leading to better organic search performance.

Example: Addressing the Search Mismatch

• What Your Customer Searches: "How do I change my shipping address?" or "Where is my invoice?"

• What Your Content Says (Jargon): "To modify your destination parameters, navigate to the 'Client Logistics and Fulfillment Portal' and access the 'Remittance Ledger.'"

• Plain Language (Aligns with Search): "Update your address in your account settings."

3. The Clarity-Conversion Loop

Confused users do not convert. Every moment a potential customer spends deciphering your value proposition is a moment they could be clicking "Add to Cart" or "Sign Up." Plain language eliminates this friction. When your calls-to-action (CTAs) are direct ("Start Your Free Trial," not "Commence Complimentary Tier Access") and your product descriptions are unambiguous, trust increases, decision-making accelerates, and conversions naturally rise.

Example: Fixing Your Calls-to-Action (CTAs)

• Vague/Jargon CTA (Bad Example): "Initiate Partnership Dialogue" or "Schedule a Deep-Dive Consultation with a Subject Matter Expert"

• Clear, Actionable CTA (Good Example): "Book Your Free Demo" or "Get a Price Quote"

4. Structure is Just as Important as Vocabulary

Plain language isn't only about word choice; it's about presentation. Ensure your content is scannable by breaking up large text blocks into short paragraphs (ideally 3-4 sentences maximum). Use clear headings and subheadings that explain what the following section is about. Utilise bulleted and numbered lists to present complex information step-by-step. This structure makes the content digestible for screen readers and visually easy to navigate for users with attention deficits.

Example: Using Structure vs. Dense Text

• Dense/Jargon Block (Bad Example): "The company’s mission is fundamentally predicated upon establishing integrated, long-term strategic alignments with key stakeholders across various international verticals. This initiative requires a comprehensive and scalable approach to resource deployment..."

• Structured, Accessible Content (Good Example): "Our mission focuses on three key areas:

  • Strategic Alignment: Working closely with partners to ensure long-term goals.

  • Scalable Resources: Using resources efficiently across all global teams.

  • Consistent Vision: Ensuring every team maintains the core company goal."

5. Test Your Content with the Readability Index

Don't rely on guesswork. Tools like the Flesch-Kincaid Reading Ease or the Gunning Fog Index can objectively measure the complexity of your text. Aim for a reading level that is generally accessible to the public, often targeting an 8th or 9th-grade reading level for general web copy. Testing your content against these indices ensures that you are consistently hitting the clarity mark and not accidentally slipping back into jargon when writing new material.

Example: Recommended Tools and Targets

• Target Readability: Aim for a score of 60 or higher on the Flesch-Kincaid Reading Ease test (equivalent to an 8th-grade reading level). A common mistake is letting legal or technical documents drop below 30.

• Tool Suggestions: Use free online tools like the Hemingway App or Readable.com to instantly score your content before publishing.

We are deliberately sharing the readability score for this post (45.21). Why? Because it proves that even when writing about plain language, achieving the "Plain English" target of 60+ is a constant, iterative effort. You can't rely on instinct alone. This transparency models the critical value of objective testing: Don't just think your content is clear; use the metrics to ensure it is. Continuous iteration is key to true digital accessibility.

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