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.
As you’d have a conversation face-to-face across a table with a friend, your content should use the same language and experience. Ask yourself: Who are you talking to? Use language tailored to a defined audience.
Avoid jargon and slang. Aim for an 8th-grade reading level or below to make your content accessible to a broader audience and easier to translate across languages and reading abilities
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 half—and then cut it again.
Make it Easy to Take Action
Content should have a purpose.
Every piece of marketing copy should guide users toward a specific action, whether it’s completing a task, attending an event, or calling for more information.
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.
Did you know ServiceNow offers a Wealth of Accessibility Training Resources?
ServiceNow Accessibility Knowledge Articles
Did you know ServiceNow offers 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
