Writing that gets to the point

Readers come to a page with something to find, and clear writing helps them reach it.

This free page about clear writing is not connected with On Point Copywriting Limited.

Start with what the reader needs

GOV.UK's writing guidance says to identify the user's need before starting, and to publish only what meets it. For guidance, that means only what someone needs to know to complete a task.

Put the main point first

GOV.UK notes that people often skim web content and don't read every sentence. Its advice is to lead with what readers most need, then taper down to smaller details. It calls this an "inverted pyramid".

Headings should be descriptive, with the most important words first. The content should still make sense with the headings taken out. GOV.UK also advises against headings written as questions, since readers want answers.

Short words and short sentences

GOV.UK advises against formal or long words where easy or short ones will do. Its examples are "buy" for "purchase", "help" for "assist" and "about" for "approximately". Where a specialist term is needed, it suggests explaining it the first time it appears.

It suggests paragraphs of no more than 5 sentences, and splitting up sentences of over 25 words. It prefers the active voice, and names two cases where the passive can work. One is where the outcome is more important than who acted.

The same guidelines cite literacy data showing that 1 in 6 adults in England have very poor literacy skills. GOV.UK adds that research shows people with higher literacy prefer clear wording too, because they can take in the information faster.

Reading level and accessibility

The Web Content Accessibility Guidelines (WCAG) have a reading level criterion. Where text needs reading ability beyond the lower secondary education level, the criterion calls for supplemental content or a simpler version. It is a Level AAA criterion, one level above the AA that public sector websites have to meet.

Public sector bodies have a legal duty under the Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations 2018. GOV.UK's guidance says their websites and mobile apps must meet WCAG 2.2 at level AA, and carry an accessibility statement. A body that is not exempt can claim a "disproportionate burden" only after an assessment, and must say so in its statement.

Free guides

The Plain English Campaign publishes free guides as PDFs. They include "How to write in plain English", "The A to Z of alternative words" and "The plain English guide to writing letters".

Useful links