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Using simple language

  • users will typically only read between 20% to 28% of a web page and even less when they’re busy or impatient
  • we can help them to complete their action quickly, by writing content that is easy to read and understand

Use short and easy words

✔ Buying these products will help you save about £30,000.

❌ Purchasing these products will help you save approximately £30,000.

Use one word rather than two or three

✔ We did this to increase turnover.

❌ We did this in order to increase turnover.

Explain technical terms

You can use technical terms when you need to, but you have to explain them the first time you use them.

Avoid jargon

Do not assume everybody knows the specialist jargon we use internally.

Avoid non-English words unless they’re relevant to the content

✔ If you’re not familiar with the process, get in touch.

❌ If you’re not au fait with the process, get in touch.

Avoid out-of-date or uncommon words

Examples of words you should avoid are ‘amongst’, ‘whilst’ and ‘therefore’. Use ‘among’, ‘while’ and ‘so’ instead.

Try to show empathy when talking about sensitive issues

✔ You may lose your home.

❌ You may lose your property.

Use ‘older people’, not ‘the elderly’, ‘senior citizens’ or ‘pensioners’

✔ Sutton has facilities for older people.

❌ Sutton has facilities for the elderly.