Write your website for humans and AI.
Thanks for stopping by. Complete the form below to download our Plain Language Guide. Learn seven practical steps to improve accessibility, increase AI visibility, and create content that converts.
Tom Davis, founder of Black Sheep Communications
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Why plain language is good for your website
1
Reach more people
Nearly half of all readers have low literacy. Plain language is easier to understand. It helps today's busy readers to scan your page and understand what you do straight away.
2
AI systems love plain language
AI loves information which is easy to ingest. Apps like ChatGPT and Gemini summarise, extract, and read content that is direct, well organised and easy to interpret for humans to then read.
3
It makes business sense
Quicker understanding of content means better return on investment (ROI) - fact. Evidence shows plain language reduces friction in service design and check-outs.
About Tom
Tom Davis is an agile communications and marketing professional, who specialises in audience connections through Plain English.
Starting his career in sports journalism with the West Australian Newspaper Group, Tom first ventured into digital content accessibility in 2015.
Government projects
His editorial contributions include enhancing the readability and accessibility of government websites including:
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Queensland's Government AgTech website
Tom is a member of the Plain Language Association International and is the founder of Black Sheep Communications, a consultancy dedicated to simplifying communication with customers.
He works in various industries, offering insights into the strategic use of Plain English and ensuring content connects with users' search behaviours. He has worked with organisations like Rio Tinto, CleanCo, Uber for Business, and DocuSign.
Tom guides global executive leaders on using plain English to make communication clear during major change.
What clients say about
Black Sheep Communications
"Tom has a real talent for cutting through complexity using plain language, to communicate the Queensland Government’s approach to the National Innovation visa. His insights sparked fresh ideas for targeted digital messaging."
- Meredene Hill, Manager Global Investment, Queensland Department of Education
"Tom is one of the most insightful, authentic leaders I have worked with in my 30+ year communications career in government, media and corporate roles in Australia and New Zealand."
- Greg Sweetnam, Director Media and Communications, Trade and Investment Queensland
"Tom directed the company from a very rudimentary digital program, to a sophisticated, well-designed and saleable media offering. His ideas were 100% actionable and have delivered very strong outcomes for the business."