Marketing 101 says that you have to pave the path of least resistance if you want to get your audience to take action. For many marketers that means watering down a message so it’s easy for the masses to understand.
This is a mistake.
Although you want to make the decision to purchase from you easy, you don’t want to dilute your content too much. Your customer is on your website, consuming your content for a reason. She wants to learn something new. She has a problem she wants you to solve. The more simplistic your writing is, the less value you’re able to offer.