As you write, keep these simple guidelines (care of Nielsen Norman Group) in mind:
- Focus on the user
- Keep it simple
- Make it easy to take action
Focus on the User
Visualize and speak to your audience directly.
Your content should feel like a friendly chat across a table. Ask yourself: Who are you talking to? Use language tailored to a defined audience.
Avoid jargon and slang. Keep your content at an 8th-grade reading level or lower. This helps more people understand it and makes translation easier.
Keep it Simple & Scannable
Simple = scannable.
When writing for the web, use tools like subheads (H2s, H3s, H4s) and bulleted lists to highlight specific points as needed. Ideally, keep each page focused on one topic.
Less is more. Short sentences and paragraphs are easier to digest on small screens like smartphones and tablets. Aim for sentences of 20 words or fewer. If necessary, cut your content in halfβand then cut it again.
Make it Easy to Take Action
Content should have a purpose.
Every marketing piece should lead users to take action. This could be finishing a task, joining an event, or calling for details.
Use call-to-action buttons with active verbs to prompt action. Words like "call," "schedule," "register," and "attend" help inspire your audience to take the next step.
Digital Experience Accessibility Knowledge Articles
Did you know we offer a wealth of resources on accessibility best practices? Explore our knowledge base to find a library of articles designed to help you create inclusive Digital Experiences
