Writing product copy that doesn't sound like a robot wrote it
— 1 min read
The Principle
When writing product copy, aim for the simplest words possible. It’s tempting to use complex terms, but users want clarity, not vocabulary tests.
Review your content and trim the unnecessary. Keep sentences under 20 words.
Even in highly technical fields like cybersecurity, avoid jargon unless your audience truly expects it or it’s essential to explain risks clearly.
This isn’t dumbing down, it’s respecting your users’ time and cognitive load.
Before and After
Before: "VPN restrictions are implemented by particular domains according to their policy."
After: "Some websites use VPN blocks."
Why it works: it uses natural phrases users already expect.
Common Traps
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Avoid computer-speak. Replace system messages like “Cannot parse file” with “Cannot open file.”
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Cut filler phrases: “For your convenience” adds no value.
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Don’t dump domain knowledge on users. For instance, instead of “TLS renegotiation failed,” say “The secure connection couldn’t be established.”
Why This Matters
Clarity builds trust. If users don’t understand your copy, they won’t trust your product. Plain language scales globally, simple sentences translate more accurately. And every unnecessary word adds friction.
Respect your users’ attention.