Readability: why simple writing ranks better

Readers skim. If your page is hard to read, they leave, and search engines notice when people return to the results to try again.

Make it easy

• Short sentences and paragraphs.
• Everyday words; explain technical terms.
• Active voice: "the engineer replaces the filter", not "the filter is replaced".
• Headings every few paragraphs.
• Lists for steps and options.
• One idea per paragraph.

Measure it

The readability checker gives readability scores, sentence length and difficult words. Aim for text a busy customer can understand on a phone.

Before and after

Before: "In the event that the aforementioned filtration apparatus exhibits a diminution in output, it is advisable that the consumer initiate contact with an authorised service representative."

After: "If your purifier gives less water than usual, call a service engineer."

Formatting for screens

• Keep paragraphs to two to four sentences.
• Use bold sparingly for key points.
• Add images or diagrams for steps that are hard to describe.
• Make links descriptive ("see AMC plan prices", not "click here").

Know your reader

Write for the customer who will read the page, not for other experts. Technical readers appreciate clear writing too.