Improve Customer Engagement – Use Flesch-Kincaid Readability Scores

Improve Customer Engagement – Use Flesch-Kincaid Readability Score

Copywriters, content marketers and online business owners know the power of words. However, truly getting to grips with and evaluating readability score is something we often all overlook.

We are often so preoccupied with keywords, character limits and visuals we forget to evaluate our copy. We forget to identify if our messaging and copy is readable and relevant to our audience.

Evaluating content’s readability is key to ensuring customer engagement.

Readability Definition

What is a readability score? For us, ‘readability is a measure of how easily a reader understands a text.’ There are plenty more definitions out there but this is what we mean when we say readability.

Now I am going to outline how to measure and improve readability.

Flesch-Kincaid Readability Tests

Flesch-Kincaid readability tests are two of the most popular ways to evaluate the reading complexity of a text. They score the readability of content.

 The two tests are:

  • Flesch-Reading Ease and
  • Flesch-Kincaid Grade Level

Readability expert Rudolf Flesch created both tests. J. Peter Kincaid developed the latter test further for the US Navy. Both tests use the same basic measures: word length and sentence length. Although they both give the measures different weighting.

Flesch-Reading Ease

The Flesch-reading ease test scores content out of 100 based on its readability. A 12 year old could easily understand a score of 60 or above. University graduates best understand a score of 30 or below.

This is how the test calculates the formula:

Flesch Reading Ease - Readability Score

Recommended score: For easy to read online content we recommend a score 60 or above. Use short sentences and simple words (less syllables the better) to improve your score.

Below we can see using the VisibleThread Web tool the Hubspot Marketing Blog has scored a readability of 62. Good job!

Readability Score Hubspot - Readability Score

Flesch-Kincaid Grade Level

The Flesch-Kincaid Grade level test calculates the US school grade level a reader will need to understand a text. Research from the National Adult Literacy Survey found the average US adult reads at a 9th grade level. (NB 9th grade students are usually 14 years old.)

So when writing content it’s important to write at a level readers will understand.

Flesch–Kincaid Grade Level -

Recommended score: Our recommended score is 9th grade level or below to understand text. Again use short sentences and simple words to get a good score.

Here is the  Hubspot Marketing blog knocking it out of the park with a grade 8 score.

Readability score

I hope this helps explain readability and how to evaluate it. If you have any questions please leave a comment below.

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