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 youβd have a conversation face-to-face across a table with a friend, your content should use the same language and experience. Who are you talking to? Direct your language to a defined audience.
Avoid jargon and slang. Aim to write for an 8th-grade reading level or below to reach more people and make content easier to translate across languages and reading abilities.
Keep it simple & scannable
Simple = scannable.
When writing content for the web, use available tools including subheads β H2s, H3s, H4s, etc. β and bulleted lists to call out specific content, where needed. Keep each page to one topic per page, ideally.
Less is more. Short sentences and short paragraphs are easier to digest on smaller devices like smartphones and tablets. Aim for 20 words or fewer in a sentence. If necessary, cut your copy in half, then cut it again.
Make it easy to take action
Content has a purpose.
Every marketing copy we produce should lead users to the desired action, whether itβs helping them complete a task, attend an event, or call an office for more information.
Use call-to-action buttons where appropriate for primary page actions with active verbs. Action words such as call, schedule, register, attend, all help inspire activity from the audience.
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Service Now Accessibility Knowledge Articles
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