Using plain English
Writing clearly and simply makes web pages easier for everyone to understand.
Our core aim is to write accessible content in Plain English, with a reading level of a 9-11 year old. We should avoid jargon and technical terms - if you must use them, explain them. Most pages, even ones with complicated information, can be written for a reading age of 9-11 years.
How to write clearly and simply
- write for your reader, always start with the same question: what does the user want to know?
- use simple words rather than complicated or formal words. For example use ‘buy’ instead of ‘purchase’.
- avoid jargon, where possible use everyday words and avoid clichés or idioms – if you have to use jargon make sure you explain it.
- technical terms are fine if users are familiar with them, but this isn’t always the case. We should use both the technical term and a simpler version that users identify with.
- keep sentence length down to less than around 20 words. Split longer sentences into two or more shorter ones. Also keep paragraphs to no more than three or 4 sentences.
- structure your content – use headings, subheadings and bullets points to make reading easier.
- read through your text, imagine your user reading your content
Tools to help
When creating content, editors will be able to access Silktide application which will highlight higher reading ages and accessibility issues. Visit the Accessibility section of this framework for more information on this.
A quick check of how complicated text is can be done by using the Hemingway website.
Tone of voice
How we say things is just as important as what we say. Our editors must ensure that any content reflects our brand values. Content editors can find guidance on using tone of voice on our intranet.
