Plain English writing for the web differs slightly from other avenues, but at the root, it is still the same. On the web, you are fighting every other website for page views and readers. If a reader does not like your content or they can’t understand it, there are thousands of other places they can find information, and they will simply leave and go look for another web page. This differs from other avenues because so much information online is right at their fingertips; they don’t have to do anything to get more information. This makes communicating with them in plain English vital to the success of your website. Keeping them on your website and reading your content is your first priority; without this, you cannot convert them into a customer and move them through the sales funnel at all. It is extremely important to the customer journey that they can understand your content so that you can guide them to a conversion, whether that be a subscription or a purchase of whatever it may be. If you can’t communicate, you can’t convert.