Plain language communication means that your users will be able to understand what you’re trying to say the first time they read it.69 Writing in plain language also supports search engine optimization (SEO) by incorporating the keywords your audience is likely to search for.
Use language that’s familiar to your users
Avoid jargon terms when you can and choose language that your users can relate to.25, 50, 53, 54, 58, 70, 71
Keep paragraphs and sentences short and simple
Most of the time, shorter is better!69 Try to keep sentences to 20 words and under,54 and aim for paragraphs that are 3 lines or less.25, 53, 72
Use the active voice
Write in the active voice.69 Writing in the active voice means that the subject of your sentence performs the action. Active sentences:
Example
Active: You may need a test to find out what’s wrong.
Passive: Tests may be needed to find out what’s wrong.
Define complex terms
When introducing a medical term, clearly define the term the first time you use it. Define the word in context rather than using a glossary or scroll-over definition.
Example
Your primary doctor may refer you to a neurologist. A neurologist is a doctor who treats problems related to the brain and nervous system.
Think about whether it benefits your audience to learn a jargon term — or if it makes sense to work around it. For example, a person with epilepsy needs to know the term “neurologist,” while in a different context it may be enough to say “specialist.”
If the most accurate word is an unfamiliar medical term, provide a plain language definition the first time you use it.74 Consider making the definition part of the sentence or placing it in parentheses.
Example
The medicine can cause vomiting (throwing up) if you take it on an empty stomach.
Write in a friendly, conversational tone
Formal language can make health content feel less accessible.73 Instead, use conversational language — language that sounds like a verbal conversation between friends. Using contractions75 is an easy way to make your writing sound more conversational. You can also use second-person pronouns (e.g., “you” and “your”) to address your readers directly.
Give context before introducing new information
Many readers, especially those with lower literacy skills, have trouble decoding complex sentences. That’s why it’s important to write sentences that give context first. This approach helps readers figure out if a new piece of information is relevant to their situation — freeing up precious working memory.
In particular, avoid writing sentences where the second half of the sentence changes the meaning of the first half. Consider this example:
Example
Avoid: You will need more testing if your test result was blue.
Instead, put the context first, then introduce the new information or action step. If/then sentences are a good way to think about this:
Example
Use instead: If your test result is blue, then you will need more testing.
Think “need to know” vs. “nice to know”
Health information doesn’t need to be comprehensive. Rather, usability research has shown that many people prefer to learn “just the basics” about a health topic.54 What does your audience need to know to take action? Keep information direct and to the point. People who are motivated to find more information will dig further.76
Example
Before: Blood pressure is the force of blood against the walls of your arteries. Blood pressure should be checked often.
After: Get your blood pressure checked at least once a year, especially if you are age 40 years or older or you’re at risk for high blood pressure.
Make numbers easy to understand
Many people — even very skilled readers — have trouble with math and numbers.77, 78 Before you include a number in your web content, consider:
- Do people need to know this number to understand the health information?
- Does the number help people make decisions?
If the answer is yes, include numbers — and make them as easy to understand as possible. Here are some tips:
- Use whole numbers. Opt for whole numbers instead of fractions and decimals.
- Provide context for numbers. For example, explain what the numbers mean in words. Is it a lot or a little? High or low?
- Give examples. Provide a non-number example. For example, you might describe 1 cup as “about the size of your fist.”
- Never make your users do math. Avoid calculations or formulas. If you need to include a calculation, provide a chart or link to a calculator.
- If you’re using a percentage, consider including both the frequency and percentage. For example, write “10% or 1 in 10.” Some people find percentages more helpful, while others prefer frequencies. Readers often try to convert percentages and frequencies to their preferred format, which can lead to confusion.
Figure 4.5: The MyHealthfinder “Drink Alcohol Only in Moderation” page offers links to calculators. Using these calculators, people can find out how many calories are in their preferred alcoholic drinks and how much money they’re spending on alcohol.
