What plain language is
Plain language means writing so your reader can find what they need, understand it the first time, and act on it. It does not mean dumbing down or sounding childish. It means choosing the clearest way to say something accurate.
Who benefits? People with dyslexia or learning disabilities, people reading in a second language, people with limited time or attention, people reading on a small screen, people who are stressed or unwell, and experts who simply want the answer quickly. Clear writing is probably the most widely useful accessibility measure there is, because it costs nothing but care.
Start with the reader
Before writing, know who you are talking to and what they want to do. Decent audience research tells you the words your customers actually use, the questions they ask, and the knowledge they already have. Use their words rather than your internal terms. If customers say “invoice” and your team says “billing artefact”, use “invoice”.
Then decide the one thing the reader should take away or do. Put that first.
Practical habits
Put the key point first
Many readers skim and stop. Lead with the main message, then add detail. Treat each paragraph the same way: first sentence states the point.
Use short sentences and short paragraphs
There is no magic number, but sentences of roughly 15 to 20 words are easier on average than very long ones. Vary the rhythm; a short sentence after a longer one is fine. Keep paragraphs to a few lines.
Choose familiar words
| Instead of | Try |
|---|---|
| utilise | use |
| commence | start |
| in the event that | if |
| prior to | before |
| assistance | help |
| endeavour | try |
| terminate | end |
Not every long word is bad; precise technical terms may be necessary. If you must use one, explain it the first time.
Prefer active voice and direct address
“We will send your order on Friday” is clearer than “Your order will be dispatched by us on Friday”. Using “you” and “we” makes copy feel direct and speaks to one person.
Avoid jargon, idioms and abbreviations
Phrases like “touch base”, “move the needle” or “low-hanging fruit” may mean nothing to someone reading in a second language. Spell out abbreviations on first use. The same goes for marketing shorthand: a customer does not need to know what “MQL” or “top of funnel” means. If your audience is professionals, some terms are fine, but be sure.
Use positive, specific wording
“Delivery takes 3 to 5 working days” beats “Delivery is relatively quick”. Avoid stacked negatives such as “do not fail to cancel before the date”.
Make structure visible
- Use descriptive headings so readers can scan.
- Use lists for steps or options.
- Keep related information together.
- Put dates, costs and deadlines where they are easy to see.
Good headline writing and a clear call to action work well here, because both reward directness.
An illustration
Here is a made-up example showing the difference.
Before: “In order to facilitate the optimisation of your onboarding experience, customers are required to complete the registration form prior to the commencement of their trial period.”
After: “To start your trial, fill in the sign-up form first. It takes about two minutes.”
The second version is shorter, clearer and tells the reader what to do. (The two-minute figure is invented for this illustration; only state a time you have actually checked.)
Plain language and brand voice
Some marketers worry that plain language will flatten their personality. It need not. A brand voice can be warm, funny or confident while still using short sentences and common words. If you keep a voice and tone guide, add a section on plain language rules: preferred words, banned jargon, sentence length, and how to handle technical terms.
Where plain language matters most
Some moments carry extra weight:
- Forms and instructions. Good microcopy tells people exactly what to enter and what went wrong, in words they would use themselves.
- Pricing, terms and conditions. Say clearly what the person is agreeing to and what it costs.
- Privacy information. Rules such as GDPR and similar laws in other countries often expect information to be easy to understand. They vary by place and change, so check which apply to you; this is not legal advice. A readable privacy notice is a good test case.
- Error messages and confirmation pages. People are most confused here.
- Product descriptions. Plain descriptions of what something does help buyers decide.
A simple edit routine
- Write the first draft without worrying.
- Cut. Remove every word that does not add meaning. Cut introductions that restate the title.
- Swap. Replace long words and jargon with familiar ones.
- Split. Break long sentences in two.
- Read aloud. If you stumble, the reader will.
- Check the point. Does the first sentence of each section say what it is about?
- Ask someone outside your team to read it and say what they think it means.
This is basic copy editing, and doing it consistently matters more than any one trick.
Tools and scores
Readability scores and checker tools can flag long sentences or complex words. They are a rough guide, not a verdict; a score cannot tell whether your meaning is clear. Use them to spot trouble, and then use your judgement.
What not to expect
Plain language will not guarantee conversions or any particular result, and outcomes vary. What it does is lower the effort needed to understand you, which is a good basic aim for any marketing message.