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When to use it
When page copy leans on acronyms and buzzwords ('omnichannel synergies', 'enterprise-grade orchestration') that a first-time visitor has to translate.
How to run it
Rewrite the page at roughly a 7th-grade reading level: one idea per sentence, everyday words, no unexplained acronyms.
Why it works
Make the offer instantly understood
Users read at most ~28% of the words on a page, so any word that needs decoding gets skipped. Nielsen Norman Group's research shows plain language benefits everyone, including domain experts.
Source: NN/g: plain language research
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