At MarketMuse we aim to make our writing accessible to anyone with a high school education. That means you should consider the complexity of your sentence and vocabulary as you write. Here are some examples.
Avoid using acronyms and jargon where possible as they often only make sense to experts. If there’s a chance your reader won’t recognize an abbreviation or acronym, spell it out the first time you mention it. Then use the short version for all other references. If the abbreviation isn’t clearly related to the full version, specify in parentheses.
If the abbreviation or acronym is well known, like API or HTML, use it instead (and don’t worry about spelling it out).
Use active voice. Avoid passive voice.
In active voice, the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it.
Words like “was” and “by” may indicate that you’re writing in passive voice. Scan for these words and rework sentences where they appear.
One exception is when you want to specifically emphasize the action over the subject. In some cases, this is fine.