We don’t like reading pretentious and patronising copy, it’s just not that readable. We want everything to be easy to understand. Copy should match the education and vocabulary of your audience, but you want to reach out to the biggest audience right? So, play it safe and simple.
The copywriting marketing Gods say that your content should read at a year 9/10 school level. So it’s not dumbed down but it is clear, simple and very readable.
If your website is full of long sentences with long words then it’s going to be harder to understand, if it’s hard for someone to understand then they will quickly lose interest and click away.
It’s best to swap long words for short words and reduce the sentence length – this way almost anyone can understand your message.