I understand the technology – but I also recognise that the best way to engage with a reader is to give them the information they want to know. That means keeping it simple, and ensuring that all web content is easy to read and understand.

Clarity of writing usually follows clarity of thought, so I take time to understand the subject matter and cut through the jargon with plain English, an active voice, and clear headings and sub-headings. I use the language of everyday speech and don’t get bogged down in long-winded pomposity that’s intended to show deep knowledge of a subject... but often only reveals a lack of it.