3. Understandable writing

Use understandable language and formulate your message as clearly as when you talk to your son or daughter. Why? If your reader has to think about a word or line once, then this will again damage the legibility of your web text.

3 a. Speaking language
What do we know about people who use many difficult words and vague concepts?
Indeed, they have something to hide or no idea about what they are talking about.
They want to dismiss you or come across as interesting.

Whichever of the two intentions a writer has: they make readers suspicious.

"If you can not explain it simply, you do not understand it well enough,"
Albert Einstein.

So be clear. Use words and phrases that your target audience uses and understands on a daily basis.
These short words provide clearness, become familiar and therefore have more impact.

Use proverbs, sayings and expressions.
Use the spoken language that your target audience uses in daily life.
Use the most popular synonyms from the Keyword Planner.

3 b. Formal expressions
Formal, official and distinguished language makes your web text complicated and boring. Avoid this jargon language.

Formal language use:
due to
factual information
on the basis of with
with regard to
regarding over
on behalf of

Daily language:
through
facts
according to
about
for
take a look at it

3 c. Be Specific
Avoid generic descriptions.
After all, the more concrete, the better.

X: I will send you all info within 24 hours.
V: I email you all info within 24 hours.

X:You will learn all the tricks of affiliate marketing.
V: You will learn all the tricks of affiliate marketing: perspectives, how to apply, how to write, you name it.....