The fastest way to lose your reader's attention is by creating content that is either hard to understand or confusing.
Even if your target audience may understand the jargon, slang or whatever hard to understand words you use, keep in mind the fact that complex ideas are easier to understand when explained using simple words.
Here are some ways you can keep your writing simple, easy to read and understand:
1. Short sentences.
Keep your sentences under 20 words if you can. Go beyond there and comprehension begins to drop. Small percentages yeah, but going up to 10% the closer you get to 40 words a sentence.
2. Keep your paragraphs short.
Five lines or less. Huge chunks of text will "scare" your readers. Even if they don't, odds are those who skim won't even read what you've written.
3. Concise Writing
Your article should contain only the information your readers seek. Cut out unnecessary words that add no value (to your writing).