Good writing is clear. Good writing is conversational. Good writing tells a story that has a beginning, a middle, and an end. It's surprising how many published authors forget about one or all of those concepts.
There's a lot of writing out there that is just plain horribly bad. I blame English teachers. Throughout grade school and college, I had only one English teacher that wanted clear, conversational writing. All the others wanted me to obfuscate each and every sentence in such a way as to make its meaning as cloudy as first-press olive oil, embellishing the central message until all meaning was forsaken in favor of superlatives. The preceeding sentence is a good example of the kind of bad writing they encouraged
A better version of that sentence would be: All the others wanted me to throw in so many important-sounding words that the meaning was lost.
Write like you talk, and tell a compelling story with a clear beginning, middle, and end, and you'll be fine.