Your website will have all sorts of visitors, even those outside your target audience. Your content should still attract your primary audience, while maintaining flexibility towards secondary and tertiary audience or those who simply happen to "drop by" your website. Having an "all-around" web content also increases shareability.
Less is more
And we're talking about concise sentences. Gone are the days when bodies are written so long it would put Edgar Allan Poe to shame. Today's audiences have a very short attention span that even if your content is well-thought and panned out but is several lines long, then people will quickly close that browser tab.
Don't use jargon
Jargons are meant for a closed group of people, not for everyone else. Avoid them. Make sure that the information in your content is understandable even for non-specialists. If you have to write a jargon, explain its context either by inserting parentheses or hyperlinking to another resource which provides further information on that particular jargon.