One of the things I’ve noticed is that people writing web content or blogs tend to be very “specialized”. I say that in quotes because they either use a very stilted tone or they use a lot of jargon. One of the things you have to remember when you’re writing for your readers is that you’re not writing for your peers or for others in your industry, unless that is your purpose.
The purpose of writing for your customers is that you’re writing to them, not for them. They don’t care about the latest thing in your career field, they ONLY care about how it might affect them. Write to your audience, in whatever voice they will read or it’s a wasted effort.