Agency secrets: Why clarity beats cleverness

by Brenna Watson-Paul

What 500+ content projects taught us about copy that converts

After 500+ content projects, we've learned the copy actually converting are the words that you don’t need a cryptology degree to decode.

We can sometimes fall into the trap that plain language is the enemy of creativity. We craft metaphors when they need instructions. We bury the call to action under three layers of wordplay because we're afraid of sounding boring. I'll be the first to admit that I am guilty of all the above.

We've worked with startups, scale-ups, and century-old institutions. We've written everything across finance, health, SaaS, and everything in-between. And the pattern is clear: clear, people-first writing always performs better.

This compounds in complex sectors:

• explaining superannuation with a flurry of on-trend jargon

• making patient eligibility criteria hidden within brand language, or

• getting a SaaS prospect to sign up when they can't figure out what’s the next step.

In these spaces, cleverness can be a liability.

The data backs this up

This pattern isn't an anomaly. Over the years, we've bookmarked articles and studies that goes from Potent's readability research, to MarketingProfs' conversion data and consumer pshychology studies.

Confusion kills conversions. When customers face incomplete or misleading information, they postpone decisions and abandon purchases. Information overload doesn't make them feel informed – it makes them feel overwhelmed.

Readability directly impacts revenue. Website readability accounts for up to 13% of conversion rates. Some organisations have seen conversion rates increase by 24% simply by improving the ease of their content to read.

Middle school reading level converts best. E-commerce landing pages written at a middle school (years 7–9 for Aussies) reading level consistently show the highest conversion rates. Simpler isn't dumber – it's strategic.

Consumers seek simplicity, not sophistication. People naturally gravitate toward the simplest solution when making decisions. They're trying to minimise cognitive effort. When you make them work to understand you, you've already lost them.

Four lessons to apply for better content

1. Know the purpose before the punchline

Every piece of content has a job. Make someone aware. Help them decide. Get them to act.

If your copy doesn't serve that purpose, it doesn't matter how clever it is. Ask yourself: what does this need to do? Then write that.

Tip: Try to minimise internal jargon, or acronyms - we often get too familiar with the brand and lose clarity on assumed knowledge.

2. Test readability, not just creativity

We run every piece of content through readability tests. Not because we're writing for children, but because cognitive load is real.

Your customer is tired. They're distracted. They're reading on a phone while their kid asks for a snack. If they have to work to understand you, they won't.

Aim for ‘Grade 8’ readability which puts it at around Year 7-9 reading age in Australia. Use short sentences. Cut jargon. If a 15-year-old wouldn't get it, rewrite it.

Free readability testing tools we love

Hemingway editor	For getting a score, and diagnosis on the sample copy
Experte free readability checker	For scouring through a site and highlighting pages that need support
ChatGPT or Claude	These can also give you a score and provide improvement suggestions

3. Structure beats style

The best-performing content isn't necessarily witty (whilst it can be). It's structured. Because website visitors or readers are more likely to scan than read top-down. And if they can't find what they need, they're gone. When structuring a whitepaper, a blog or social post, think:

• clear hierarchy

• logical flow

• scannable formatting, and

• obvious next steps.

4. Plain English is the real differentiator

There’s a real desire to sound unique with clever copy. Because oftentimes we think that’s what will get us noticed but they all end up sounding the same.

AI-prompt to give you alternative plain English edits:

"I'm editing copy for [type of audience]. Here's my current draft:

[paste your copy]

Please provide 3 alternative versions that:

1. Use plain Australian English (middle school reading level)

2. Remove jargon and replace it with everyday language

3. Keep the same meaning but make it immediately clear

4. Maintain a [professional/friendly/conversational] tone

For each version, explain what you changed and why it's clearer."

Sub out Australian for US/UK audiences.

What clarity in copy delivers

The American Board of Radiology (ABR) had a huge volume of content on their website.  We reviewed 370+ pages, simplified the language, improved the navigation, and rewrote the most important content. [Read more about Avion transforming complexity into clarity]

The Heart Foundation needed content consistency for their new website. We reviewed, rewrote, and refreshed their entire site to ensure their life-saving heart health information was clear, accessible, and on-brand from homepage to footer. [Learn how we improved their site]

The real creative challenge

Often clarity looks simple and effortless, but in reality, it’s a true gift. Anyone can hide behind buzzwords and brand voice guidelines. It takes real skill to explain something complex in a way that feels simple. To write 50 words when you had 200. To make the technical feel human.

The bottom line: Smart content isn't about being clever. It's about being understood. The best copy cuts through confusion, accelerates decisions, and builds trust.

Image credits: Illustration by jcomp on Freepik. Custom GIFs by Paul McCartney and Good Fortunes Only on Giphy.