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Systems speak users' language with familiar words, phrases, and concepts rather than system-oriented terms.

Priority
High

If users don’t understand the language used on the website, they may feel unsure, ignored & will look for pages with better explanations. So, it’s essential to use self-explainable elements, clear headlines and relatable copy.

As an example, look at the picture below. BlueCross NC provides clear answers to the questions, uses familiar language, and includes references that are easy to understand:

image