Sometimes I land on a website and feel like I’m reading a PhD thesis when all I wanted was a straight answer. It’s frustrating. I might be comparing options or just looking for one specific piece of information, and instead, I get hit with a wall of jargon, convoluted sentences, and text that feels like it was written by a lawyer who just discovered a thesaurus.
That’s exactly why I started paying closer attention to the way copy is written on landing pages. The way people read online has changed, and if your site still sounds like an academic journal, you’re leaving conversions on the table.
The Case for Simpler Copy
Unbounce, a company that’s analyzed millions of landing pages, published a conversion benchmark report that included one stat that really stuck with me: the reading level of your copy has a direct effect on how well it converts.
Here’s what their data showed:
- Professional-level copy converts at around 5.5 percent
- Copy written at a fifth to seventh-grade reading level converts at 11 percent
That’s double the conversion rate by doing nothing more than simplifying your language. If that doesn’t make you pause and rethink your messaging, I’m not sure what will.
Proof That Simpler Copy Works
I’ve seen it work firsthand.
In a past role, I helped write content for insurance—health insurance, life insurance, Medicare, Medicaid, all of it. And if there’s one industry notorious for complicated language, it’s this one. Just reading the glossary of terms could feel like work. Words like premiums, deductibles, exclusions, coinsurance, and out-of-pocket maximums make most people shut down before they even get to the fine print.
Eventually, our team made a decision to simplify across the board. We aimed for an eighth-grade reading level or lower. We didn’t change the content itself. The policies, rules, and benefits stayed the same. We just rewrote the copy in plain, accessible language.
The result?
- Bounce rates dropped. People stayed on the page instead of clicking away.
- Time on page increased. People actually read what we wrote.
- Conversion actions went up. More users requested quotes, signed up for newsletters, or moved further down the funnel.
And no one ever complained that the content felt too simple. Not once. The simpler language made it easier to understand and faster to act on. That was the only difference.
Why Complex Copy Still Happens
There’s a lazy excuse I’ve heard over and over: “My audience is technical. They expect complex language.”
I disagree. Strongly.
Here’s why that argument doesn’t hold up:
- Some of your audience is brand new. If your landing page is full of technical language and acronyms, you’re pushing those people away.
- Some readers are neurodivergent. That includes people with dyslexia, ADHD, or other conditions that make processing dense text more difficult.
- Some readers aren’t native English speakers. They may be fluent, but simpler copy is still faster to absorb.
- Everyone is distracted. People read while multitasking, commuting, or half-watching a show in the background. If your copy makes them work, they won’t stick around.
It doesn’t matter how smart your audience is. Everyone benefits from clarity. Even experts want to scan quickly and get what they need.
How to Simplify Your Landing Page Copy
Simplifying copy doesn’t mean sacrificing quality or professionalism. It means making your message clear and easy to act on. Here’s how I approach it.
1. Check the Reading Level
Start with a tool like Hemingway Editor. It’s free and easy to use. Just paste in your copy and see what grade level it reads at. If it’s higher than ninth grade, try simplifying.
Here’s a real example:
- We ran a landing page for Assurance IQ through Hemingway. It came in at a 15th-grade reading level.
- After simplifying the copy, we brought it down to a ninth-grade level.
- That one change alone had a measurable impact on performance.
You can also use ChatGPT or other AI tools. Just ask it to lower the reading level while keeping the same meaning.
2. Break Up the Text
Even if your sentences are simple, a giant block of text still turns people away. People scan online. They don’t read every word.
According to Unbounce’s report, long paragraphs and dense formatting can lower your conversion rate, even if the content is solid.
Here’s how to fix it:
- Break content into smaller blocks
- Use clear headings for each section
- Stick to short paragraphs—two or three sentences max
- Add bullet points when listing benefits or features
- Bold key phrases to draw the eye to important takeaways
Formatting isn’t about design. It’s part of how your copy communicates.
3. Let AI Help With Structure
If you’ve already written something and it feels overwhelming, AI can help restructure it.
Here’s what I do:
- Paste the content into ChatGPT
- Use a prompt like: “Make this easier to read by breaking it into sections, shortening long paragraphs, and suggesting bullet points for clarity.”
It won’t always be perfect, but it will give you a solid draft to work from. The goal isn’t to let AI do all the writing. It’s to use it as a tool to speed up editing and improve readability.
4. Use Conversational Language
This one is simple but powerful. If your sentence wouldn’t come out of your mouth in a conversation, rewrite it.
Here’s a quick example:
- Complex: “Our comprehensive solutions facilitate the seamless integration of multi-channel marketing initiatives.”
- Clear: “We help you run marketing campaigns across multiple channels—without the hassle.”
Even technical buyers appreciate clear, confident language that sounds like it was written by a human.
The Bottom Line
Complicated copy doesn’t impress people. It slows them down. And in most cases, it drives them away.
Simplifying your language is not about dumbing things down. It’s about respecting the reader’s time. It’s about making sure your message gets through, even if someone is skimming on their phone in the middle of a busy day.
I’ve seen the numbers. I’ve tested the changes. I’ve heard the feedback. Simpler copy consistently wins.
So if your landing pages aren’t converting the way they should, take a hard look at your copy. Then strip away everything that isn’t clear, useful, or human. Chances are, that’s where your real conversion lift is hiding.
