If it's easy to read, people will read it.
Even super-intelligent people prefer text that is easy to read. It's not a matter of "dumbing it down." It's a matter of simplifying the information into a coherent sequence.
It's hard work to make information easy to read. Many companies are not willing to do the work: they'd rather let the customers do the work. Instead, the customers go away. In today's short-attention-span universe, people won't bother with text that is hard to read.
I make your text plain, simple, clear, and factual. And then people will read it.