Every digital agency should be recommending that all your online communications should be simple and direct. This is consistent with everything we review online. Please, keep it simple, it’s your best option.
This applies to all aspects of your website, images, navigation bars, and language. Some thoughts besides using plain English (language):
Less text is more
Omit all cute words, headings and phrases
Minimize copy, if you need to explain, it’s too complicated
Show with clear images
Use an easy style; I hope I’m doing so
Short, clear, concise, direct, simple, easy are all words that should be worked into your online copy. Remember, keeping it simple doesn’t mean you can’t add a little bit of personality as well. But simple is best. Keep it simple online.