Key Messages
Writing informally is not "dumbing down."
Talk to your site visitors - use "you."
More
Use the imperative in instructions.
Use "you" throughout.
Use "you" to be gender-neutral
Use appropriate gender for specific people.
Converse directly even for serious messages.
Use “I” and “we.”
More
In blogs and social media, “I” is fine.
For your own articles, “I” is fine.
When you write for an organization, use “we.”
Be consistent in how you use “I,” “you,” and “we.”
Write in the active voice (most of the time).
Write simple, short, straightforward sentences.
More
Very short sentences are okay, too.
Fragments may also work.
Busy site visitors always need clear writing.
Cut unnecessary words.
Give extra information its own place.
Keep paragraphs short.
More
A one-sentence paragraph is fine.
Lists or tables may be even better.
Start with the context.
Put the action in the verbs.
Use your site visitors’ words.
More
Write for your site visitors.
Know your site visitors.
And always use plain language.
Research shows that using these guidelines for clear writing for the web helps both low-literacy and high-literacy site visitors.
Chapter 10
Lists
Use bulleted lists for items or options.
Match bullets to your site’s personality.
Use numbered lists for instructions.
More
Turn paragraphs into steps.
For branching, consider a table under the step.
Show as well as tell.
Use numbered lists for noninstructions thoughtfully.
Keep most lists short.
More
Short (5– 10 items) is best for unfamiliar items.
Long may be okay for very familiar lists.
Try to start list items the same way.
More
Format lists well.
Reduce space between the introduction and the list.
Put space between long list items.
Wrap lines under each other.
Put what happens on a line by itself.
Tables
Understand the difference between lists and tables.
Use tables for a set of “if, then” sentences.
Use tables to compare numbers.
Think tables = answers to questions.
Think carefully about the first column.
Keep tables simple.
Format tables well.
More
Chapter 11
Summary of findings
The site does a good job at talking to the users.
Tables such as size guides for apparel are well formatted and simply styled.
Paragraphs and lists are kept short, sweet, and informal. Lists of steps/directions are numbered rather than bulleted, and bulleted lists are used appropriately and match the site's vibes.
Product description lists for some products are not bulleted or numbered.
How to improve
Product details are occasionally too short and simple. There are some products whose materials or purposes could be better explained or elaborated on in more informal terms.
Ensure that the format of lists are consistent across all related pages.