The most effective web content is objective and neutral. Vague business terms, marketing language, and fluffy words are too hard for users to understand. However, writing clear, understandable copy is challenging. It’s much easier for writers to use the internal jargon and industry terms that are regularly used inside the company. Unfortunately, users are often stumped by these convoluted words and have a difficult time extracting meaning from the content. Users shouldn’t have to interpret content; they should be able to easily understand it.
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