I don't know if Procooling is a shining example of proper writing style either. My suggestion would be to look for one or two good technical writing/business writing/mass communication books at the library. They will usually tell you to start by surveying your audience and then targetting the style, content, and delivery to the people who will be in the audience. A wide range of age, technical education, and reading level (like an international website such as madshrimps) doesn't mean you have to "dumb things down" at all. What it DOES mean is that if you want everyone to clearly comprehend your points then you'll have to define terms and explain some preliminary concepts. It could be that my goals are somewhat different to yours though. I primarily see my articles and reviews as bringing technical concepts to the average people. See
this article for example. I couldn't simply cite Darcy's Law or pump NPSHR without explaining them; no one would know wtf I was talking about. So I write an article explaining the key technical concepts and terms and hopefully many more of our readers are subsequently able to apply them in their own cooling projects. That's my goal when writing and my approach to having a website: shared information and improved understanding. See my earlier comment about the purpose of science and you'll see it falls right in line...