Tech without dreck: Choose plain language for a better user experience

Dreck. Ever heard that word before? It means rubbish. And that’s exactly why we used it—to make a point. Sometimes, the words we choose confuse more than they clarify. If you paused for a second to figure out what dreck meant, you just experienced the problem we’re talking about.

In tech marketing—especially on websites—this happens all the time.

User needs

Not every visitor wants (or needs) a crash course in technology jargon or internal product architecture on your homepage. Sure, some readers are looking for the deep technical details—but you should guide them there, not throw everyone into the deep end from the start.

Plain language isn’t about dumbing things down—it’s about opening things up for a wider audience. It helps more of the right people understand what you do faster, which makes for a better, more inclusive user experience (UX).

And no, plain doesn’t mean boring. It means clear. Clear, simple, helpful—that’s what builds trust and keeps people moving.

“Plain language (also called plain writing or plain English) is communication your audience can understand the first time they read or hear it.” –plainlanguage.gov

Whether you're addressing seasoned experts or first-time visitors, clear language benefits everyone. It’s especially helpful for international audiences and those reading in a second language, where the extra effort to decode jargon can mean lost attention, opportunities, and leads.

Skimming content 

Even experienced users tend to scan your site rather than read it in full.

According to a classic Nielsen Norman Group study, users only read about 20% of the words on an average web page. Shown on a chart, that number dives down a steep curve as the word count rises.

“On average, users will have time to read 28% of the words if they devote all of their time to reading. More realistically, users will read about 20% of the text on the average page.” –Nielsen Norman Group, “How Little Do Users Read?”

So if only a fraction of your content gets seen, every word has to work harder to get absorbed. Which description is easier to wrap your head around in a matter of seconds: 

an "end-to-end encrypted asynchronous communication platform" 

or “a messaging app that keeps your conversations private?”  

That’s where plain language delivers. When your message is clear, it can still stand out even when most of the page is skimmed.

The clear choice for better UX

Knowing your audience is the foundation of a great UX. It’s also key to making smarter content decisions, like when and how to use plain language.

Clear, simple wording doesn’t just improve comprehension, it reduces friction. It can also improve your search engine optimization (SEO) rank. How your audience talks and searches should shape the language on your site. If they’re searching for “cloud data security,” but your page or navigation only references “SecureStratus360,” you’re more than likely going to miss them.

Be especially careful with internal or branded terms. For example, maybe your company refers to acquired tools as “products.” But is that how your audience sees them? Or are they thinking in terms of features, integrations, or solutions to a specific problem?

Language that reflects how your audience thinks is what earns attention, trust, and credibility.

Write for your audience

So, what’s the “primary operational insight and strategic implication” or the “key takeaway” here? Speak your audience’s language—not just your own. That doesn’t mean to speak to everyone, but it means to be strategic with your technical content. 

Plain, purposeful content helps more people connect with your technology, value, and brand at an earlier stage. And when they understand your organization faster, they trust your organization sooner. That’s not just good writing—it’s smart strategy.

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Would you like help creating more strategic content as a part of strong UX? We have decades of experience doing just that! Say hello.