- Writing Style - jargon, pyramid pages, 'human voice'
- Resources - websites , Plain English Campaign
- Accuracy - dictionary, conversion factors, yellow pages
Writing Style
Pyramid Pages
Web visitors tend to skim read rather than scanning word for word
The most important information should come near the top of the page. This includes what would normally come as a conclusion in a printed document. As a rule, the more important the information is, the higher it should sit in the page. This follows the inverted pyramid style used in journalism.
Sentences and Paragraphs
To allow easy reading online, wherever possible words should be simple, sentences should be short, and frequent paragraphs should be used. Allow for one theme per paragraph.
Excess Information
All unnecessary information should be removed. As a rule, aim to write 50% less than you would write for printed publications.
“Human Voice”
Writing style should be less formal than that used for printed documentation. Ideally web users should feel that there is a human voice behind the page.
Textual Style
Avoid the following:
- Underlining – this is conventionally used for hyperlinks. If the text is not clickable, this is misleading
- Italics – do not look good online, and are harder to read
- Capital Letters – initial letters are capitalised on our website, within titles and proper nouns. However whole words should NEVER be capitalised. THIS IS BECAUSE CAPITALISED TEXT IS MUCH HARDER TO READ
Jargon
This should be avoided. Where it is necessary to refer to “official” terms ensure that these are explained.
Abbreviations
These should only be used where necessary – for example, to avoid repeating a long title. The title should be used first, with the abbreviation in brackets. NEVER assume the reader will understand an abbreviation.
Instructions
Avoid long instructions – research has shown that the majority of users do not take the time to read these. Wherever possible a page should be self-evident. Where instructions are necessary, keep these simple and short.
Resources
Plain English Campaign
The Plain English Campaign are the organisation who use the Crystal Mark. Covering the entire ethos of the Plain English Campaign with advice and examples for writing in plain English. Visit the Goobledygook generator. See the bad practice Award ceremonies
Economist Style Guide
Economist Style Guide is an excellent dip-in resource for correct use of words and sentence structure, with examples and alternatives to every type of writing query. Try the Write Stuff Quiz
Accuracy
Dictionary
Dictionary.com offers dictionary, thesaurus, translations, reference terms for medical, technical and Web search. Subscribe to the Word of the Day and games too
Yellow Pages online
Find the address, postcode or phone number through Yell.com
Conversion
Conversion of length, weight, height, distance, mileage etc. Conversion of currency
