Online, people have the amount of memory span rapidly approaching zero. They have a lot of things to learn, more things to do and some things to share. And all that during a single day.
Writing your material using simple language will make it easier for your readers to understand your ideas and read your article to the end.
Of course, there are many more factors that just language simplicity. So many people, so many places they live and so different is the education they get. Each of your site readers will have its own word vocabulary and will or will not understand something you speak about on your blog. What can you do to improve the situation?
Easily understandable material
First of all, you should learn to express your thoughts clearly. This not only involves consecutive, logical placement of words and sentences, but also of paragraphs as well. You can learn this by expessing your ideas when talking with real people or by writing anything you can come up with (your personal blog, corporate blog, site content, etc).
Secondly, you'll need to use the words that the least educated person on your blog will understand. This will ensure that everyone will understand what you are talking about (provided you have expressed your thoughts clearly, of course).
Thirdly, you'll need to format your text to make it readable. It will be partially well formatted by logical writing, but you'll need to make sure the text is formatted specifically for the Web, too. This usually involves simpler sentences and paragraphs, subheadings, lists, emphases, etc.
Of course, what you write about matters, too. If you write about some advanced things that only real experts can ponder about, you are risking losing a part of your readership. Let's see how you can keep everyone enjoying your writings.
Making things simple
To keep your less industry savvy readers absorbing what you wrote, you'll need to word everything carefully. This involves all the three techniques from above.
You not only need to explain complex things easily, so that your grandma could understand it, but you have to use the words your less savvy readers can understand. And you have to make your text readable, as well.
The advantage of this technique is that you can keep writing about what you want to write (the advanced material), while keeping both newbies and experts happy.
The benefits of keeping it simple
Of course, the major benefit is that your readers will undertand what you are talking about. They'll be able to comment on the issue on your blog, send you e-mails or continue discussing it with you on the forums.
Another advantage of writing simple is that the readers will read your text to the end. This is an often overlooked aspect that many writers neglect. In real copywriting, you need to write a sentence with the only purpose of the next sentence to be read. And so on.
Yet another benefit of using natural language is traffic. If you use the words other people use, along with the synonyms, when talking about your topics, you'll notice that those very people will find you easier from the search engines. Take it as a bonus.
Whatever you write, you can make it more appealing to your readers by writing naturally and using as simple language as you can get. If you also put it in a readable format, you'll be not only make your readers glow with pleasure, but get the benefits of such writing, as well.
Read an example of confusing writing from Seth Godin and why using old words is important from Jakob Nielsen.