Flesch Reading Ease and Copy Quality
What the Flesch Reading Ease score measures
The Flesch Reading Ease score is a numerical way to estimate how easy a piece of writing is to read. It is calculated using two inputs: average sentence length and average syllables per word. Shorter sentences and simpler word structures increase the score. Longer sentences and multi-syllabic language lower it.
The score ranges from 0 to 100. Higher numbers indicate text that can be read quickly and smoothly. Lower numbers signal denser, more complex writing. Importantly, the score does not judge the quality of ideas. It only measures the effort required to process them.
Why readability affects comprehension
Readability is about cognitive load. When sentences are long or tightly packed, readers spend more mental energy decoding structure rather than absorbing meaning. That friction reduces comprehension, retention, and momentum.
In modern copywriting, this matters because readers skim before they commit. Clear sentence flow helps them decide whether to continue. Readability therefore acts as a gatekeeper. It determines whether good thinking is noticed or ignored.
This is true across formats. Product pages, articles, emails, and reports all compete for limited attention. If the language works against the reader, even expert content struggles to land.
Common misunderstandings in B2B and professional writing
In B2B contexts, readability is often dismissed as “dumbing down.” This is a misunderstanding. Readability does not remove nuance. It removes unnecessary friction.
Complex ideas can be expressed clearly without being simplified. Clear writing respects the reader’s time and attention. Dense writing often signals habit rather than rigour.
Another misconception is that professional audiences prefer low readability scores. In practice, senior readers value clarity more than ornamentation. They are scanning for insight, not decoding sentences.
Choosing the right readability level
Higher readability scores work well when the goal is alignment, onboarding, or persuasion. Strategy overviews, thought leadership, and product explanations benefit from smooth, conversational flow.
Lower scores can be justified when precision matters more than speed. Technical documentation, legal text, or academic analysis may require specialised language and longer constructions. Even then, clarity within constraints still matters.
The key variable is intent. Readability should match what the reader needs to do next.
Treating readability as a deliberate constraint
Rather than aiming for “as simple as possible,” effective writers choose a readability range that fits their audience and purpose. This reframes readability from a rule into a design decision.
William AI supports this by allowing users to set a target Flesch range upfront. Readability becomes an explicit constraint alongside role, intent, and structure. The result is copy that balances clarity and depth, without defaulting to either extreme.
When readability is chosen deliberately, copy gains focus. Ideas land faster. The writing works with the reader, not against them.
