Short, clear, simple language supports a wide range of users.
Have stakeholders ever suggested that complex, technical language is necessary? Do brand and marketing colleagues believe engaging content should be filled with superfluous sentimental language?
Digital content experts have long worked to improve usability through clear, simple copy and content. In this article we outline some of the core benefits of using plain english on your sites and services.
Search Engine Discovery
Sorry, but few users are typing in your site’s URL and browsing for what they need from the home page. Traffic to your site will come often from a search engine results. Clear copywriting is great for supporting search engine visibility for your site and sub-pages. Choose words that align with user expectations (and not your business’s terminology) to improve relevance. Simple, short, descriptive content that explains what the page’s purpose will help users to decide that your site is right for their needs.
Understanding
People will scan content without reading every word and settle where they think the most relevant information is. Familiar words, that are easy to recognise, mean that all users can quickly understand what you have written and, according to research, “the more educated the person, the more specialised their knowledge, the greater their preference for plain English.” There are no benefits of erudition when it comes to comprehension.
Visual Design
Concise copy makes pages less cluttered. Long, sprawling sentences and technical terms can overwhelm users visually, as well as cognitively. Say less for a clean and clear design.
User Journey Design
Users want to follow a clear path through your content to complete their tasks. When text content is simple and meaningful it is easier to scan through headings, subheadings and copy to see if it is relevant.
Digital inclusion
Is English the first language for all of your users? Minimal content will support everyone to engage with your products and services whatever their language or level or literacy. Plain english also supports inclusive design for limited connectivity (such as data coverage) or less time to complete tasks (such as users of public IT services).
Accessibility
Twenty-four percent of the UK population have a level of disability represents a significant impairment in their ability to complete day to day activities. From mobility impairments and fatigue to neurodiversity and sensory differences such as visual impairment, simplifying text content is an important part of creating accessible digital services.
Top tips for clear content
Short sentences
Aim for eight to ten words per sentence.
Short paragraphs
Keep paragraphs to five sentences. Cover only one subject in each paragraph.
Teenage vocabulary
Use words that would be familiar to a person with a typical reading age of a 14 year old.
Page titles
Every page should have a clear title that describes what the page is for or about in a way that makes sense to a user.
Meaningful links
Write the title of the destination page or describe the action as text for links, navigation, buttons and other actionable elements.
Line spacing
A minimum of 1.5% of the font size will help users to read text.
Font style
A font style that has a plain design (known as a ‘sans serif’ font) is generally easier to read online. Let users replace fonts with their own settings.
Explain complex language or jargon
If you cannot avoid technical terms or jargon, include a plain english explanation.
Friendly but authoritative
Use ‘we’, ‘you’, and ‘they’ and be clear about actions and information. Don’t add extra words to create an effect if they do not add meaning.
Need help?
Need support with inclusive design, user research or UX training? Get in touch, we’d love to talk to you!
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