Writing is always about the reader, not the writer. On the web espeically because people have a limited attention span and don’t want to hang around generally.
You need to understand who your reader is and what they want. Then clearly and concisely write in a way that speaks to them. This is what plain English is all about.
Plain English is also easier to read and faster to write. Most importantly, you’re way more likely to get your message across. This is a win/win so how do you get it done?
1. Keep sentences short
It’s much easier to read short sentences. It’s that simple. Aim for around 20 words but your writing also needs to flow. If your paragraph reads better and the meaning is clearer, the occasional longer sentence is fine.
Although some concepts are harder to explian than others, most sentences can be shortened in some way or another.
Keep it short and find your rhythm!
2. Use the active voice
To make your sentences direct and easy to read, use active verbs. Sentences can be confusing, ambiguous and boring using passive verbs.
Using active verbs pieces sentences together in a specific way.
The dog (subject) jumped over (verb) the log (object).
The subject before the verb allows the reader to know what the subject (the dog) is doing (jumping over) before we mention where (the log).
Using passive voice, ‘the log was jumped over by the dog’ makes the sentence clunky. If we said it out loud, this is not how we’d describe it.
We typically talk in the active voice. Extra words are also requried for the passive version to make sense. Making your passive verbs active reduces your word count every time.
Having said that you shouldn’t always avoid the passive voice. Sometimes it might sound better or be more appropriate if you don’t know who or what the subject of a sentence is.
Mostly though, active verbs make your writing conversational, clearer and more engaging.
3. Use I, we and you
When you’re writing on behalf of an organisation, say ‘We do this…’ or ‘Our product does that…’ Speak directly and don’t refer to your readers as ‘customers’, ‘users’ or your ‘audience’.
Pronouns allow you to focus on the reader while sounding more helpful, human and friendly so be conversational.
4. Write for your reader
Use words that make sense to your reader. Avoid jargon and use everyday language. Sometimes jargon is ok if it fits the context and makes sense.
Using plain English is not dumbing down, it’s just finding the simplest way to communicate.
Know your audience, plan ahead and make no assumptions. Learn about your reader, know your message and use words they’ll understand.
5. Give instructions
Your content should help people do things and go where they want to go. Write short, direct instructions if you want your reader to take action.
For example, don’t say ‘The document should be downloaded’ instead say ‘Download the document’
Don’t say ‘Applicants are advised to read the job profile’ However, ‘Read the job profile’ is fine.
6. Avoid nominalisation
Using verbs means fewer words and are more direct which leads to more engaging and interesting sentences. They are more active!
Some nominalisation examples:
’On completion of the task’
‘We had a discussion’
‘He made a suggestion’
Using the verb, this is how they read instead:
’When the task is complete’
‘We discussed’
‘He suggested’
7. Use headings and lists
Using headings and lists is a staple of plain English and a classic piece of advice for web copy.
Lists and headings split information, break up a page and make everthing easier to scan and read.
The headings should be meaningful and all about context. A good heading tells the reader what they’ll learn or find in the copy below.
For presenting complex or multiple pieces of inforamtion, lists are great. Include one point or idea per bullet and only use numbered lists if there’s a specific order to the items.
Try to avoid multiple lists on a single web page as this can be as tricky to scan as no lists.
Be consistent by picking one way of writing lists and stick to that. If style guides are available from your clients, use these for your list style. If not, set the standard to show them the way.
8. Write accessible hyperlinks
You’re links should mean something by telling the reader where they’ll go when they click on them. Especially because screen readers are often used to browse the internet by people with limited sight.
A screen reader device will pull up a list of links on a webpage and read them back in audio form. If your links simply say ‘read more’ or ‘click here’, the links have no meaning and the listener will have no idea where they lead.
Don’t say ‘Check out my blog post’
Do say ‘Read my article about writing accessible links’
Apart from accessibility issues, when your links are written clearly it helps the reader get from one place to another.
This allows them to scan a page, see the links and make a quick decision. Ambiguous links will not help them do that and will only cause frustration.