What reading level should a small business website be written at?

Ascent Vision · Published October 25, 2026

Write for the people who actually read it, in short sentences and common words, with the answer to their question first. No single grade level fits every business website. The federal plain-language guide warns against writing down to readers, while W3C's reading-level criterion, a Level AAA item, asks for a simpler version when text needs more than about nine years of school. Treat a readability score as a check, not a goal.

What plain-language guidance says

The plain language guide on Digital.gov says the first rule of plain language is to "write for your audience". It calls the idea that you have to "dumb down" content one of the most common plain-language myths, and it says not to write for an 8th-grade class when your readers are, for example, small business owners or working parents.

Its writing guide says research shows content is easier to understand with shorter words, short sections, active voice and present tense. Its example of active voice is "You must do it" in place of "It must be done".

What WCAG's reading-level criterion asks

W3C's Understanding page for Success Criterion 3.1.5, Reading Level (Level AAA), says that when text requires reading ability more advanced than the lower secondary education level, after proper names and titles are removed, supplemental content or a simpler version should be available. It defines that level as 7 to 9 years of school.

The page explains that short, common words and short sentences are easier to decode, which helps people with reading disabilities such as dyslexia, and that difficult text may suit most of its intended readers while still shutting some out.

Why a score is a guide, not a goal

Readability tools usually count syllables and sentence length. A word your customers use every day, such as "water heater" or "inspection", can score as hard and still read easily, and a page can score well and still be vague. The Digital.gov testing guide suggests checking understanding with real readers: it lists paraphrase testing, done in individual interviews, as best for short web pages, and says to plan to test at least twice.

A quick rewrite for a service page

Open with what you do and where, in one sentence.
One idea per sentence, and most sentences short enough to read in one breath.
Write "you" and "we", and say who does what.
Swap trade jargon for the words customers use, or explain it once.
Put steps in a list and the phone number where people look for it.
Ask someone outside the business to read it and tell you what it says.

Sources

Websites, upgraded or built

Most businesses do not need a new website. They need the one they have to load fast, say clearly what they do and ask the visitor to take one step.

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