Sometimes I land on a website and feel like I’m reading a PhD thesis when all I wanted was a simple answer. It’s frustrating. I’m just trying to find a piece of information, maybe compare a couple of options, and instead, I get hit with a wall of jargon, convoluted sentences, and text that reads like it was written by a lawyer who just discovered a thesaurus.
That’s exactly why I started paying closer attention to how copy is written on landing pages. Because the way people read online is changing, and if a site still sounds like an academic journal, it’s leaving money on the table.
The Case for Simpler Copy
Unbounce, a company that has analyzed millions of landing pages, put out a conversion benchmark report. And one stat stood out: the reading level of your copy has a direct impact on your conversion rate. In plain English? If your landing page is too complicated, people bounce.
According to their data:
- Professional-level copy gets an average conversion rate of 5.5%.
- Fifth to seventh-grade-level copy converts at 11%.
That’s double the conversion rate just by simplifying the language. If that stat doesn’t make me rethink my copy, I don’t know what will.
Proof Simpler Copy Works
I know this works because I’ve seen it firsthand.
I used to write insurance content—health insurance, Medicare, life insurance, you name it. And if there’s any industry that loves complicated language, it’s insurance. Premiums, deductibles, copays, exclusions, out-of-pocket maximums—just reading the glossary of terms felt like work. And when you get into Medicare and Medicaid? Forget it. Even people in the industry struggle to keep all the rules and plan types straight.
At one point, we made a deliberate decision to simplify. We aimed for an eighth-grade reading level or lower in all our content. The result? Every single engagement metric improved:
- Bounce rates dropped significantly. People weren’t clicking away in frustration.
- Time on page increased. Readers actually stuck around.
- More people completed desired actions. Whether it was signing up for a newsletter, requesting a quote, or clicking through to another page, engagement went up.
Not once did we hear complaints that the simpler language was a problem—because it wasn’t. It just made things clearer, faster, and easier to digest. And the kicker? The core information didn’t change—we just presented it in a way that didn’t require a law degree to understand.
The Lazy Argument for Complex Copy
I have heard the lazy argument that “my audience is technical.” Oh, they expect “complex language.” I don’t agree.
Here’s the problem with that argument:
- Some of the audience is new. Not everyone is an expert. If a landing page is full of jargon, it’s alienating potential customers.
- Some readers are neurodivergent. Dyslexia, ADHD, or other conditions can make complex text harder to process. Why make it harder than it needs to be?
- Some people aren’t native English speakers. Even if they understand the language, simpler text makes it easier and faster to read.
- Everyone is distracted. People are browsing while commuting, watching TV, or dealing with a screaming toddler. If they have to reread a sentence, they’re already gone.
It doesn’t matter how smart the audience is—everyone benefits from clarity. Technical professionals aren’t grading a landing page like a college essay. They’re looking for answers. Fast.
How to Fix Your Landing Page Copy
Alright, so I know simpler language works. But how do I actually do it? Good news: AI tools can help.
1. Check the Reading Level
One of the easiest ways to measure readability is with Hemingway Editor (it’s free). Just paste in the copy, and it will tell me what grade level it reads at. If it’s above ninth grade, it needs to be simplified.
Here’s an example:
- A landing page for Assurance IQ (an online insurance broker) originally had a 15th-grade reading level.
- After running it through Hemingway’s AI-powered simplification tool, it dropped to 9th grade.
- That small tweak could significantly improve conversions.
I can also use ChatGPT, Claude, or any AI tool to simplify text. Just tell it to reduce the reading level while keeping the meaning intact.
2. Break Up the Text
Even if the words are simple, a giant wall of text is still hard to read. People skim. They don’t read every word.
Unbounce’s report also showed that long paragraphs and lengthy copy hurt conversions. So how do I fix that?
- Use content blocks. Each section should have a clear heading, a short summary, and maybe an image or bullet points.
- Stick to 2-3 sentence paragraphs. This makes it easier to skim.
- Use bullet points (like this). They break up the text and highlight key takeaways.
- Make key points bold or italicized. Draw the reader’s eye to what matters.
3. Let AI Help With Formatting
Say I have a long block of text that feels overwhelming. AI tools can help format it for readability. Here’s how:
- Paste the text into an AI tool like ChatGPT.
- Use this prompt: “Break up the following text for better readability. Shorten long paragraphs, add subheadings where appropriate, and suggest bullet points for key takeaways.”
- AI will restructure the text into clearer, more scannable sections, making it easier for readers to absorb the information quickly.
It’s not about letting AI rewrite everything—it’s about using it to make content more readable while keeping the key message intact.
4. Use Plain, Conversational Language
Sometimes, the best way to simplify copy is to read it out loud. If it doesn’t sound natural, it needs a rewrite.
For example:
- Too complex: “Our comprehensive solutions facilitate the seamless integration of multi-channel marketing initiatives.”
- Better: “We help you run marketing campaigns across multiple channels—easily.”
Big difference, right?
The Bottom Line
Overcomplicating copy doesn’t make it sound more professional or credible—it just makes it harder to read. People don’t come to a landing page to admire the writing; they come to get information and make decisions. The faster and easier that process is, the more effective the page will be.
Simplifying content isn’t about dumbing it down—it’s about respecting the reader’s time. I’ve seen firsthand that making text more readable leads to better engagement, higher conversion rates, and more successful marketing outcomes. It’s a small change with a massive impact, and it’s something I’ll continue prioritizing in every piece of content I create.
