Write for the ear, not the page
Text that reads well silently is often stiff when spoken. Break long sentences into two. Use contractions the way people actually talk. Put a full stop where you want a breath and a comma where you want a beat. Numbers, abbreviations and URLs are the usual trouble spots: write “twenty-four seven” instead of “24/7”, spell out “versus”, and drop the “https://” from links. Every voice on this page is a 100-million-parameter model that reproduces the rhythm of the text you give it — clean input is the cheapest quality upgrade you can make.