Why plain English isn’t ‘dumbing down’

Plain English

The curse of knowledge

“The content has lost its meaning”

“There’s a legal responsibility to use certain terms”

“Everyone knows what that is because I and my colleagues do”

User needs

The Google search results for “pay my council tax”.
  • how much they owe
  • how to pay it
  • when they have to pay it by
As a… I need to… So I can…
As a Council Tax payer, I need to pay my Council Tax, so I can pay for the services in my area and avoid the legal consequences of not paying.

Reading age

In summary

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