Readability Metrics and Flesch-Kincaid

The average American reads at an 8th-grade level. But most business writing targets college-level readers—creating a gap that costs engagement and comprehension.

Readability formulas give you objective measurements. They’re not perfect, but they highlight when your writing might be too complex for your audience.

What Readability Scores Measure

All readability formulas consider similar factors:

• Sentence length: Longer sentences are harder to parse
• Word length: Multi-syllable words increase cognitive load
• Vocabulary complexity: Common words vs. jargon

Different formulas weight these differently, giving slightly different results.

Common Readability Metrics

Flesch Reading Ease

Scores from 0 to 100 (higher is easier):

Score	Difficulty	Audience
90-100	Very Easy	5th grade
80-89	Easy	6th grade
70-79	Fairly Easy	7th grade
60-69	Standard	8th-9th grade
50-59	Fairly Difficult	10th-12th grade
30-49	Difficult	College
0-29	Very Difficult	College graduate

Target for general web content: 60-70

Flesch-Kincaid Grade Level

Gives a US school grade level:

• Score of 8.0 = 8th grade reading level
• Score of 12.0 = 12th grade (high school senior)
• Score of 16.0 = College graduate

Target for general web content: 7-8

Gunning Fog Index

Also gives a grade level, but weighs “complex words” (3+ syllables) heavily:

• Fog Index of 8 = 8th grade
• Fog Index of 12 = High school senior
• Fog Index of 17 = College graduate

Target for general web content: 8-10

SMOG Index

Focuses specifically on multi-syllable words. Often used for health content:

• SMOG of 6 = 6th grade
• SMOG of 12 = High school senior

Target for general web content: 8-10

Why Readability Matters for the Web

Scanning, Not Reading

Users don’t read web content—they scan. Complex writing makes scanning harder:

• Users miss key information
• Bounce rates increase
• Conversion rates drop

Mobile Reading

Small screens make reading harder. Simple sentences and short paragraphs help.

International Audiences

Non-native English speakers struggle with complex constructions, even if they’re fluent.

SEO Considerations

While readability isn’t a direct ranking factor, user engagement metrics (time on page, bounce rate) affect SEO. Easy-to-read content performs better.

How to Improve Readability

1. Shorten Sentences

Long sentences force readers to hold too much in working memory.

Before:

The implementation of our new customer relationship management system,
which we expect to complete by the end of the quarter, will significantly
improve our ability to track customer interactions and respond to inquiries
in a timely manner.

After:

We're implementing a new CRM system by end of quarter. It will help us
track customer interactions and respond to inquiries faster.

2. Use Simpler Words

Multi-syllable words aren’t always better.

Instead of	Use
Utilize	Use
Implement	Add, Start
Facilitate	Help
Leverage	Use
Demonstrate	Show
Subsequently	Then
Commence	Start
Terminate	End

3. Remove Unnecessary Words

Trim filler without losing meaning.

Before: “In order to complete the process of registration…” After: “To register…”

Before: “The fact that the system failed…” After: “The system failed…“

4. Break Up Paragraphs

Web readers skip long blocks of text. Keep paragraphs to 2-3 sentences for body copy.

5. Use Active Voice

Passive voice adds words and obscures meaning.

Passive: “The report was completed by the team.” Active: “The team completed the report.”

6. Front-Load Key Information

Put the important point first, details second.

Buried: “After conducting extensive research and consulting with stakeholders, we determined the project will be delayed by two weeks.”

Front-loaded: “The project is delayed by two weeks. We determined this after research and stakeholder consultation.”

When Complex Writing Is Appropriate

Readability scores are guidelines, not rules. Some contexts require precision:

• Legal documents: Must be exact, even if complex
• Technical documentation: Specialists expect domain vocabulary
• Academic writing: Precision and nuance matter
• Medical information: Accuracy over simplicity (but still write as clearly as possible)

Even in these cases, simpler is usually better when precision allows.

Testing Your Content

Manual Review

Read your content aloud. If you stumble or run out of breath, sentences are too long.

Our Readability Analyzer

The Readability Analyzer calculates multiple scores at once:

• Flesch Reading Ease
• Flesch-Kincaid Grade Level
• Gunning Fog Index
• SMOG Index
• Sentence and word statistics

It’s free and shows you exactly where your content stands.

Word Processor Tools

Microsoft Word and Google Docs have built-in readability statistics. In Word, enable them under File → Options → Proofing.

Improving Over Time

Track Your Baseline

Check your current content’s readability. What’s your average grade level?

Set Targets

For general web content, target:

• Flesch Reading Ease: 60+
• Grade Level: 8 or lower

Review Before Publishing

Make readability checks part of your editorial process. Just like spell check.

Train Writers

Share readability guidelines with your team. Make simplicity a value.

Common Objections

”Simple writing sounds unprofessional”

Simple writing is professional. It shows you respect readers’ time. Compare:

• Legal briefs from top law firms: increasingly plain language
• Warren Buffett’s letters: famously readable
• Apple’s product copy: simple but not simplistic

”My audience is educated”

Even PhDs prefer clear writing. Complex ideas don’t require complex sentences. Einstein’s famous quote: “If you can’t explain it simply, you don’t understand it well enough."

"I’ll lose nuance”

Simplicity doesn’t mean dumbing down. It means removing unnecessary friction. You can be precise and readable.

Take Action

1. Paste your key content into our Readability Analyzer
2. Note your current scores
3. Revise one piece of content to hit a 60+ Flesch Reading Ease score
4. Compare engagement metrics before and after

For help with content strategy or copywriting, reach out.