DEV 4.1 Use clear and simple language

Recommendations

• Cut out excess words and fluff:
  • 'In order to' becomes 'To', 'For the purposes of' becomes 'For', etc:
  • Aim for about 50% of a printed document.
• Avoid unfamiliar language:
  • Modify all technical jargon, colloquiums, slang, organisation or department speak into everyday language.
• Use the active rather than the passive voice:
  • The active voice is less wordy and more direct. See examples;
  • Generally, this involves identifying who is doing the action and making them the subject of the sentence;
  • NB: Almost every book on writing effective English provides a section that explains the importance of avoiding the passive voice. There are also a multitude of Web sites that can help.
• Use an informal, inter-personal style of writing if possible:
  • Use 'you' and 'we' wherever possible.
• Avoid 'big' words just for the sake of it:
  • 'Come into possession of' becomes 'Get', 'Unostentatious' becomes 'Simple', etc.
• Use short sentences:
  • Try to keep below 21 words.
• Use short paragraphs:
  • Try to keep below 65 words.
• Expand acronyms & abbreviations first time used:
  • Expand on every page;
  • Unless the acronym is known to be a well known one for your target audience.

Essential: Do not just mirror printed documents or brochures on the website - the content must match the medium. The web is different from print and people interact with it differently.

Examples