What is flesch reading ease?

The Flesch reading ease test is a popular way to figure out how easy your written content is for people to read and understand. It gives your text a score between 0 and 100. A higher score means your content is easier to read, while a lower score suggests it might be more complex and harder for some people to follow. This score is calculated based on two main things: the average length of your sentences and the average number of syllables in your words. Shorter sentences and words with fewer syllables generally lead to a higher, more readable score. For marketing teams, understanding and applying Flesch reading ease can be a powerful tool to ensure your messages connect effectively with your target audience. It helps you craft content that is clear, concise, and engaging, preventing your readers from getting lost in overly complicated language. By aiming for a good Flesch score, you make your content more inviting and ensure your key messages are absorbed without unnecessary effort.

Why it matters for marketing

Improving the readability of your marketing content isn't just about making it sound simpler; it has real benefits for your campaigns and audience engagement. When your content is easy to read, people are more likely to stay on your page longer, understand your message, and take action.

Improved user experience

Nobody wants to struggle through dense, confusing text. Easy-to-read content creates a better experience for your website visitors, blog readers, and email subscribers. A positive experience means they are more likely to return and engage further with your brand.

Better SEO performance

While Flesch reading ease isn't a direct ranking factor for search engines, readability strongly influences user behavior. When users spend more time on your page and interact with your content because it's easy to understand, these positive signals can indirectly boost your SEO. Search engines aim to provide the best user experience, and readable content is a big part of that.

Wider audience reach

Content that is easy to understand can reach a broader audience. This includes people with varying education levels, those reading on mobile devices, or even non-native speakers. Simplifying your language ensures your message isn't lost on a significant portion of your potential customers.

Clearer calls to action

In marketing, you want people to do something: sign up, buy now, learn more. If your calls to action or the information leading up to them are complicated, people might not understand what you want them to do, leading to missed opportunities.

How to improve your Flesch reading ease score

Making your content more readable involves a few straightforward adjustments. These tips can help you achieve a better Flesch reading ease score without sacrificing the quality or depth of your message.

Use shorter sentences

Break down long, complex sentences into two or three simpler ones. Instead of combining many ideas into one sentence, separate them. This makes each thought easier to process.

Choose simpler words

Replace jargon, technical terms, or overly academic vocabulary with common, everyday words where possible. Think about words your target audience would naturally use. For example, use 'start' instead of 'commence' or 'use' instead of 'utilize'.

Prefer active voice

Active voice makes sentences more direct and easier to understand. For example, 'The marketing team launched the campaign' (active) is clearer than 'The campaign was launched by the marketing team' (passive).

Keep paragraphs concise

Avoid long, dense blocks of text. Break up your paragraphs into shorter, more digestible chunks. This improves visual appeal and makes the content less intimidating.

Avoid unnecessary words

Review your content for words and phrases that don't add meaning. Being direct and to the point helps improve clarity and readability.

Best practices for marketing teams

Integrating readability checks into your content creation process can significantly enhance your marketing efforts.

Set a target score

For most general marketing content, aim for a Flesch reading ease score between 60 and 70. This level is typically understood by 8th and 9th graders, making it accessible to a wide audience. For highly specialized or technical B2B content, a slightly lower score might be acceptable, but clarity should still be a priority.

Utilize readability tools

Many tools can automatically calculate your Flesch reading ease score. Microsoft Word has a built-in checker, and various online tools like Hemingway Editor or dedicated SEO content platforms offer similar features. Use these tools as part of your editing process.

Review all content types

Apply readability checks not just to blog posts, but also to landing page copy, email newsletters, social media captions, ad creatives, and even video scripts. Consistency in readability across all your marketing channels is key.

Test and iterate

Don't just set it and forget it. Regularly review your content's readability. If you notice certain content types or topics consistently have low engagement, a readability issue might be a contributing factor. Adjust and re-test. By consistently focusing on Flesch reading ease, marketing teams can create content that not only informs but also truly resonates with their audience. This leads to better engagement, stronger brand messaging, and ultimately, more effective marketing outcomes. Make readability a standard part of your content quality checks to ensure your message always lands clearly.