Why plain language is good for everyone

Content should be easy to read and understand.

So easy to say. So very hard to do.

Teams often throw it into the ‘too hard’ basket.

But this is a costly mistake.

The cost of confusing content

When people can’t understand your content they will:

• Leave your site or app = Higher abandon rates
• Struggle to complete tasks = Slower completion rates
• Feel confused and need support = More calls and to contact centres
• Erode trust in your organisation

The myth of ‘dumbing it down’

How did we get here?

“Legal and Risk have signed off on this content. Let’s not mess with it.”

“Our users have postgraduate degrees, so they’ll understand this.”

“We’re experts. We shouldn’t ‘dumb down’ our writing.”

I’ve heard it all before. But let’s be clear.

Making your content easy to understand is not ‘dumbing it down.’ It’s opening it up. The more people who understand your content, the more people you’re reaching.

As leading content designers, Sarah Winters and Rachel Edwards, explain in their book Content Design:

“‘Dumbing down’ is inappropriate and inaccurate. Content filled with jargon is hard to read and understand. Some people will understand the jargon, but for others it means language is a barrier rather than a way of communicating.”

And let’s face it. Nobody ever complained about something being too easy to understand.

Plain language empowers users

The Digital Transformation Agency (DTA) recommends all Australian government websites are written to reading Grade 7 or below.

And while writing in plain language is an inclusive design best practice and allows you to meet Web Accessibility Guidelines (WCAG). It actually goes beyond accessibility standards.

Yes, easy-to-understand content helps people who:

• Find it hard to process large amounts of information – Including people with cognitive disabilities or who are neurodivergent.
• Are from non-English speaking backgrounds – I often think of my mum here. As a child, I remember watching her decipher government documents. It was slow and stressful for her.

Plain language also helps people who are:

• New to a topic – First-time users who aren’t as familiar with your service, product or processes.
• Short on time – Like busy professionals, tired parents, and full-time carers who need quick, clear answers.

Plain language drives business outcomes

Plain language isn’t just great for users, it’s also great for organisations.

When content is clear and well structured:

• People complete tasks without confusion, reducing abandon rates and call centre volume
• People are more informed and confident, boosting engagement and completion rates
• Search engines and Artificial Intelligence (AI) agents can accurately crawl and cite your site, increasing visibility and reach
• It works seamlessly on mobile devices, supporting users wherever they are

Increase your reach, increase user engagement, reduce abandon rates, reduce pressure on call centres. Find me an organisation who doesn’t want to achieve this!

So, next time you hear reasons to keep the complex-and-confusing content as is, use these metrics to convince them otherwise.

Can’t AI just fix my content problems?

Yes. And no.

While Generative AI can help you write clearer, more concise copy — content design is more than writing.

In fact, writing is the last piece of the puzzle. Great content is the outcome of strategic thinking, user research, collaboration, and is iterative and ongoing.

AI simply won’t have the context you do. (Not yet anyway).

You know your users: Who they are, what their goals are. You know your organisation: What teams own what content, what subject matter experts you need to work with. You know the current climate: global sentiment, economic realities and political sensitivities.

It’s that context that great content design addresses.

How to write in plain language

So, I’ve sold you on the ‘why’.

What about the ‘how’?

Here how we do it at Jude:

1. Start with your user – All great design starts with a deep understanding of your user. Content is no different.
2. Think like an outsider – This means jargon-free, acronym-free content that assumes no prior knowledge.
3. Break down the information, and sequence it – Break things down into digestible chunks, and make sure the content is in a logical order.
4. One word, per concept – Don’t use multiple terms to refer to the same thing.
5. Use stories, examples and metaphors – Give users something familiar to hold onto when learning about the unfamiliar.
6. Use more than words – Use visuals, short videos or even podcast content to enhance understanding.
7. Edit, edit, edit – You want the content to be clear, relevant and concise, and contextualised to the user.

If you’ve been given the impossible task of translating complex content, here’s a more detailed how-to-guide to writing in plain language.