1. Informal instead of formal:

Each one of us has his own writing style. But most people reading on the Internet will get bored quickly if you deliver your message in very formal language.

There are niches where you need to address your audience in those terms. But while communicating with most audiences, you must use informal instead of formal.

In other words, most people prefer to read a website where they feel the blogger is talking to them and not giving them a lecture. Try to write the way you talk. Try to write naturally.

2. Use words that are easy to understand:

The usage of difficult words may turn your audience off. You’re not trying to impress your audience on how well-educated you are. You’re trying to make them click with your message. And to do that, you must make it easy for them to understand what you write.

Opt for simple terms instead of complex ones. You don’t want to sound pretentious. And you don’t want your readers to feel foolish if they don’t understand the words you’re using (that would distract their attention).

Don’t try to establish a distance between you and your audience with sophisticated words. Get close to them with a style that even a kid could understand.