Prompt pattern
Plain language
Familiar words and direct sentences let a new visitor understand the offer without a glossary.
Fills the copy part of a prompt.
Choose the familiar word over the specialist one, keep sentences under 20 words, and explain any unavoidable term the first time it appears. Put the subject and action near the start of each sentence, then use a short example for anything abstract. Do not use "utilise", "facilitate", "seamless", or unexplained acronyms.
Use this copy pattern when it changes the result the agent should produce. It provides one concrete direction without deciding unrelated parts of the website.