Be concise
Trim unnecessary words. Get your word count low.
Example of reducing words
Before: Too long
Volunteers at the University Faculty Housing Service render a useful service to new and visiting university faculty and staff requiring short or long-term housing. (24 words)
After: Shorter
The University Faculty Housing Service helps new and visiting faculty and staff find housing. (14)
Shortest
We help new faculty and staff find housing. (8)
Use plain language
Use simple, clear language. Spell out acronyms. Avoid jargon.
Example of plain language
Before: Academic with jargon
We mitigate the social and academic effects of campus food insecurity.
After: Clear
We provide food assistance to members of the UW community.
Clear and concise
We provide food assistance to the UW community.
Use parallel sentence structure
Parallel structure promotes readability and creates commonality between ideas. Be sure verb tenses match, plural forms are used correctly, and the proper conjunctions are employed.
Examples of parallel language
Before: not parallel
I like to read and writing.
After: parallel
I like reading and writing.
Before: not parallel
My garden contains tulip, daffodils, and bluebells.
After: parallel
My garden contains: tulips, daffodils, and bluebells.
Use headers and bullet points where appropriate
Some paragraphs are easier to read if the sentences can make up a list. Use a heading to summarize the list if appropriate.
Example of header/bullet point usage
Before: Paragraph hard to read
This summer we are excited to announce that the Waterfront Activities Center and the Golf Range will be reopening, we have a new Rec Class Pass which will allow users to attend unlimited virtual classes, our Intramurals program has some lively new challenges, and our Personal Training program is now open to all IMA members.
After: List is easier to read, with headline
Summer announcements
- We are excited to announce that the Waterfront Activities Center and the Golf Range will be reopening on July 1.
- A new Rec Class Pass will allow users to attend unlimited virtual classes.
- Our Intramurals program has some lively new challenges, including relay races and Ironman.
- Our Personal Training program is now open to all IMA members.
Use pictures or videos to get your point across
Using visuals, like pictures or videos, can help convey meaning in a concise way. Remember to add alt text and/or activate captions when necessary.
Example of an inserted image
Mind your links
No broken links
Double-check each link to ensure that it goes to the correct page.
PDF or document links – lowercase, no spaces
In general, we avoid linking PDFs or Word documents on the web. This is because most PDFs or documents can be converted to web pages that are more accessible and mobile-friendly. However, if you absolutely need to link to a PDF or Word document, make sure that the file name is in all lower-case, with no spaces. Spaces cause browsers to create %20 signs in the web address, making it hard to read. Mixed case in web addresses are hard to read.
Example of PDF file naming
Bad name:
your%20Form%20Mixed%20cAse%20with%20spaces.pdf
Good name:
your-form-lower-case-with-hyphens-no-spaces.pdf
Avoid “click here” for hyperlinks. Be descriptive.
Not only can using “click here” be potentially wordy, it also loses necessary context for users and can cause accessibility issues.
Example of proper naming for links
Before:
Join us for virtual painting classes! Just click the link here to register and you will receive further details on how to participate.
Too wordy and says “click the link here” which is unnecessary.
After:
Join us for virtual painting classes
The link is direct and descriptive.
Use a button or add a picture if you want to emphasize the link.
There’s a lot of ways to emphasize links, whether it is through photography, buttons, cards or a combination. Using visuals for links can add interest that a hyperlinked phrase in a sentence doesn’t always provide.
Example of adding in buttons and pictures
