I don’t care how good your website design is, if the writing is poor – if you don’t communicate with your target audience – your website fails. The most important thing you can do for your agency and your audience is spend time editing, re-writing, and testing your content with your target audience. A lot of time. Regularly.
Think what you’re trying to achieve. You want readers to understand what they read the first time through. And you want them to be able to act – correctly - on what you’ve told them.
So here are 3 practices that will help you succeed.
1. Keep it simple. “Plain language” is just that – plain. Not fancy. Use simple words that everyone in your audience understands. That just seems so obvious to me, but it’s amazing how many times I read government websites that fail. You guys and your darned jargon.
Here’s one that always drove us crazy at HUD: “assisted housing.” What the heck does that mean? Is that another term for “assisted living?” Is that a place where someone will take care of me? When we tested it with our audience, they told us “rental help” made more sense to them. Now how hard was that?
Am I telling you to “dumb it down?” No, I’m telling you to communicate. Do you honestly think your readers run to a dictionary when they hit a word they don’t understand? No. They skip it and hope they’ll figure out what you’re trying to say or they give up and stop reading. So use simple words. Do the work. Figure out how to say it in words your audience understands.
2. Write conversationally. Use first- and second-person pronouns: “I,” “we,” “us,” “our,” “you.” It drives me crazy when I read on an agency’s website, “the department of xyz announces…” Excuse me. Why are you talking in third person, as if I don’t exist? Talk to ME!
I’m reminded of that Seinfeld episode when the character “Jimmy” talked in third person. “Jimmy’s legs hurt. Jimmy can’t go with you today.” Poor Elaine held an entire conversation with Jimmy, thinking he was talking about another guy in the gym.
Communicating is personal. It’s between you and the reader. So when you write, think about that person who is reading it. Have a conversation – write like you’d talk. You’ll have more success getting your message across.
3. Eliminate unnecessary words. With all due respect to my mom, who taught high school English for 35 years, here’s the truth: you don’t need to write in complete sentences to communicate a complete thought. As Ginny Redish puts it, “Let go of the words.”
Every word adds to reading time and delays action. People want to act. They want to get the answer and go do it. Make every single word count. If you don’t need it to communicate the message, get rid of it. Edit, edit, edit!
Both plainlanguage.gov and the Center for Plain Language have more tips, examples, and resources. Use them. The Center for Plain Language keeps a list of people who can help you. Ask them. Offer a plain language training session at your agency. Invite everyone who writes or edits your web content routinely.
If we don’t communicate effectively, we don’t serve effectively. Keep it plain!