It’s safe to say that the Mayo Clinic is known for assessing and solving some pretty complex medical conditions. But read their website. Even though they could go on forever about what they do, they tend to keep it short, sweet and clear. That’s because they understand that their customers aren’t doctors. They’re us. So they talk to us in everyday language. But how often does the language in your company’s website or literature get a little denser, a little longer and a little more technical every time someone in the company reviews it. It’s easy to forget that we’re not writing for ourselves, but for the people we want as customers. And it’s a safe bet that your website copy could be half as long and twice as effective. Where can you start pruning?