Write so your customers can understand

Write clearly, and get to the point, so they can solve their problems faster.

• Use simple words and phrases. Avoid using idioms and unnecessary technical jargon. Customers may not be familiar with them, and translation apps may mistranslate them.
• Use consistent words, terms, and phrases. Synonyms are great for creative writing. They aren't great for accessibility. If you use "submit" to define what a customer should do, don't use "enter" later.
• Define acronyms and abbreviations. If possible, don't use them at all. If you have to use them, define them when they first appear.
• Don't use directional language that requires your customer to see the layout of a website. Some people with low or no vision use screen readers, so they'll perceive the page differently.