We know that “content is king” on the web, and content clarity determines whether a user can complete a task, such as registering for a course, finding a job, or shopping. We can provide accessible, usable content–and make those tasks easier to complete–by writing content in plain language.
Plain language is a major building block of an effective website. Unclear content frustrates users and causes them to abandon sites quickly. However, by focusing on top tasks, eliminating unnecessary words, using common terms, and writing well-structured content, we ensure that our sites are usable and accessible, and almost everyone can understand the messages we wish to communicate and use our sites successfully.
Generative Artificial Intelligence: How generative AI works.pdf
Make It Plain: Accessbility and Usability Through Plain Language
1. Make It Plain:
Accessibility and Usability
Through Plain Language
#PlainLanguageForAll / #UofIWebCon
University of IL Web Conference: April 2013
Angela M. Hooker
@AccessForAll
angelahooker.com
2. These are summary slides
• Thanks for viewing my slides! I’ve condensed and
summarized what I presented in my session.
• Please visit the links that I’ve included inside the slides
—they’re underlined so you can find them easily. Also
read the slide notes.
• If you have trouble using these slides because of
accessibility problems, please write to me at
ange@angelahooker.com. Even accessibility fans make
mistakes, and I want to learn from mine.
2@AccessForAll / #PlainLanguageForAll
3. The beauty of the web is
… it’s a great place to
have a conversation
with your users
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4. You want to:
•Communicate your
information so users will take
action (buy, sell, read,
subscribe, etc.)
•Meet your users’ needs
•Help them complete tasks or
find important information
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7. We’ve learned that
we create
technological
barriers to our
content, but
sometimes, we also
create barriers to
understanding …
with our words.
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9. The wrong people write content
9
“For ‘tis the sport to
have the enginer
hoist with his own
petard, an’t shall go
hard … WTH are you
saying, Shakespeare?
@AccessForAll / #PlainLanguageForAll
10. Perhaps it’s the institution
10
The institution
might dictate what
content goes on
the organization’s
website.
@AccessForAll / #PlainLanguageForAll
11. “In order to make people understand your
organization’s materials, and get one’s point
across, so that everyone knows what one
means, it’s important that one doesn’t
ramble on and use more words than
necessary.”
(Some content is wordy.)
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15. Forgetting the audience
15
Those examples of
bad content aren’t
meaningful to users.
People write content
without considering
the intended and the
potential audiences.
@AccessForAll / #PlainLanguageForAll
17. “It’s not how you
said it—it’s what
you wrote or
spoke.
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18. How can plain language
help?
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19. Plain language is …
… writing that people can easily understand
the first time they read or hear it.
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20. Plain language is …
… usable and meets your users’ needs, so they
can complete specific tasks on your site,
social media channels, app, podcast, etc.
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21. Your users won’t
have to read your
content several
times to
understand it.
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23. People will respect
your “brand,” and
see your site as
authoritative (this
is not limited to
for-profit sites).
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24. You’ll retain more
users, and your
users will remain
loyal to you.
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25. These benefits can
widen your site’s
appeal, audience,
and influence.
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26. 26
“But 75 percent
of _____ users
are _____ with an
advanced
degree!”
Don’t believe it!
@AccessForAll / #PlainLanguageForAll
27. Don’t believe it!
27
“Plain language
isn’t sophisticated,
it’s ‘dumbed
down,’ or doesn’t
reflect the gravity
of the topic
without using big
words.”
@AccessForAll / #PlainLanguageForAll
28. Plain language isn’t “dumbed down” content
—it’s about clearly communicating with
whomever reads or hears your information
and meeting their needs.
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29. It doesn’t matter if
you have valuable
information if
people can’t
understand it, use
it, react to it, or act
on it.
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30. Frustration = the back button
Remember: Good
content means
access for everyone
(or as many as
possible)!
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31. Using plain language supports
“P-O-U-R” principles from the
Web Content Accessibility
Guidelines (WCAG 2.0).
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33. The “understandable” principle
“Information and the operation of user interface
must be understandable.
“This means that users must be able to understand
the information as well as the operation of the user
interface (the content or operation cannot be
beyond their understanding).”
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34. Plain language supports POUR
Plain language makes
your content accessible,
and supports the goal of
providing universal
access for everyone (or
as many as possible!).
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36. Don’t forget …
36
• People with low literacy skills
• People with low language proficiency
• People with cognitive impairments
• People with autism/Asperger syndrome
• People with dyslexia
• People who are Deaf or hard-of-hearing
• People who are aging
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38. Three people …
38
• A non-native English
speaker
• A person who is
cognitively impaired
• A person with autism
• It wasn’t scientific,
but I tested two
content examples
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39. I asked for opinions …
39
You’ve probably noticed
the popular trend to ask a
question in the form of an
incomplete sentence:
“What do you think “Got
milk?” means?
@AccessForAll / #PlainLanguageForAll
40. I asked for opinions …
40
“Got milk?”
The person who is cognitively impaired said,
“What type of milk is got milk, and who’s asking
me about it?
“Do they want my milk?
“Does someone think I have a cow?”
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41. I asked for opinions …
41
“Got milk?”
The person who is a non-native English speaker
said,
[After a sigh] “I have a hard time with questions
like these.
“I don’t know if someone’s asking me for advice
or if they want something of mine.”
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42. I asked for opinions …
42
“Hope you can make this important session!”
The person who has autism said,
“Am I supposed to hope?
“Is one person hoping?
“Is a group of people hoping?
“Is someone talking to Hope?
“Is she (Hope) supposed to go to an important session?
“Does someone want me to create a session?
“Should Hope or I make a session important? How would we do that?”
@AccessForAll / #PlainLanguageForAll
43. Here’s what you can do
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44. Learn plain language mechanics
• Plain Language Guidelines from Plain Language Action and
Information Network (PLAIN)
http://www.plainlanguage.gov/howto/guidelines/FederalPLGuideli
• The Center for Plain Language’s guidelines
http://centerforplainlanguage.org/about-plain-language/guidelines
• The Center for Plain Language’s checklist
http://centerforplainlanguage.org/about-plain-language/checklist/
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45. Write for your specific audience.
AND
Write for average comprehension.
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46. Don’t do this …
46
?
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48. Assume that your
audience is intelligent,
but don’t assume
they’re familiar with
your topic.
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49. Use the inverted
pyramid method:
Put the most
important
information at the
top and the
background
information below
it.
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51. 51
In print, people
write to tell a story.
Online, we should
write about topics,
so users can
complete tasks.
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52. 52
• Use action verbs—avoid “passive verbs.”
In passive verbs, the subject of the
sentence is not the “actor”—the noun that
takes action in the sentence. The actor
comes later, often in a prepositional
phrase, or there may be no actor identified
at all.
No: The new report was published.
Yes: We published the new report.
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53. 53
“Hidden verbs” hide the action in your writing,
by adding unneeded words.
Instead of these phrases Use these words
Conduct an analysis Analyze
Present a report Report
Do an assessment Assess
Provide assistance Assist (or help)
Came to the conclusion of Concluded
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55. Use familiar words and
common terms.
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56. Use the standard spelling of words, and
resist the urge to combine words. Screen
readers often mispronounce such words.
For example, some screen readers
pronounce “homepage” as “ho-mep-ahj.”
This can confuse people who use screen
readers to help with low literacy or low
language proficiency issues.
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59. Use “must”
instead of “shall”
for requirements.
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60. Avoid or explain
jargon, colloquialisms,
puns, country or
region-specific terms
(when writing for a
broad audience), non-
literal phrasing.
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61. A word about technical content
Define your purpose:
Are you teaching or are
you informing with
your content?
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62. Make your content clear
by using structured
elements, such as
headings, bullets, lists,
consistent navigation.
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64. Interview people about your content
Ask users to
read portions of
your content
and explain
what they think
it means.
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66. Test two versions of your content
Conduct “A/B
testing” (called
“controlled
comparative studies”)
interviews. Provide
two versions of your
content and ask
participants to give
their impressions of
each version.
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68. Final thoughts …
1. Consider your users’ needs first.
2. Your users want to complete a task.
3. Have a conversation—speak directly to your users.
4. Use everyday terms people understand.
5. Don’t follow trendy content practices—choose clarity
over trends.
6. Each medium (mobile, desktop, app, video, podcast, etc.)
may require tailored content.
7. Test your content.
8. All of these help you incorporate accessibility
throughout your project lifecycle.
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70. Resources: Plain Language
• Plain Language Checklist:
http://www.plainlanguage.gov/howto/quickreference
• Comprehensive Plain Language Guidelines:
http://www.plainlanguage.gov/howto/guidelines/Fed
• Test Your Content (methods):
http://www.plainlanguage.gov/howto/guidelines/Fed
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71. Resources: Plain Language
• Plain language video:
http://www.youtube.com/watch?v=sn8ChVRjjyA
• User-centric content—“The Audience You
Didn’t Know You Had,” by Angela Colter:
http://contentsmagazine.com/articles/the-audien
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72. Resources: Addressing Disabilities
• Cognitive Web Accessibility Checklist:
http://wave.webaim.org/cognitive
• Information about cognitive disabilities:
http://www.clearhelper.org/
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73. Resources: Writing Web Content
• Accessibility for Web Writers, by 4 Syllables:
http://www.4syllables.com.au/2010/09/accessibi
lity-web-writers-part-1/
• Content and Usability: Web Writing:
http://www.webcredible.co.uk/user-friendly-
resources/web-usability/web-content.shtml
• Writing Vibrant, Compelling Content:
http://www.slideshare.net/GinnyRedish/writing-
vibrant-compelling-copy
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74. Resources: P-O-U-R
• WCAG 2.0 Principles of Accessibility:
http://www.w3.org/TR/UNDERSTANDING-
WCAG20/intro.html
• Constructing a POUR Website:
http://webaim.org/articles/pour/
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75. Resources: Websites
• Center for Plain Language:
http://centerforplainlanguage.org
• PlainLanguage.gov:
http://www.plainlanguage.gov
• Plain Language Association International:
http://www.plainlanguagenetwork.org
• Readability testing tools:
http://juicystudio.com/services/readability.ph
p
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77. Resources: Books
• Janice (Ginny) Redish, Letting Go of the Words
• Janice (Ginny) Redish, Writing Web Content that
Worksi
• Patricia T. O'Conner, Woe Is I: The Grammarphobe's
Guide to Better English in Plain English
• Steve Krug, Rocket Surgery Made Easy
• Jakob Nielsen, Designing Web Usability: The Practice
of Simplicity
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You want to understand your users and see how you can meet their needs, right? You do this through a conversation .
We have more challenges in our communications now that the web has moved beyond everyday content that we find in text, graphics, blogs, videos, podcasts, and...
Now, we have more dynamic, real-time interactions through social media, dynamic apps, etc. These extra channels for content make it challenging for us to communicate clearly and consistently, but we can through thoughtful planning.
Your users shouldn’t have to use Cliff Notes to understand your content because it’s written in a way that they can’t understand. Sometimes management chooses the wrong people to write content for their products. Choose someone who is qualified specifically for the web versus a print writer—the needs for print and web are very different. This includes whomever writes content for your videos, podcasts, and other web-based, verbal content.
Sometimes organizational policy dictates what must go on a website, but in many of those cases, management doesn’t think about what users need and want.
Wordy content wastes your users’ time.
In other words, “We’re firing employees at Acme Corp.” In this example, will employees respect your company’s “politically correct” terms, or do they want to hear the clearly stated truth from management? Often, using jargon like this creates mistrust.
Know your audience—if you want a global audience, avoid country-centric terms. However, if you’re speaking to a specific group of people who know and use certain terms, use them, too!
It’s clearer to say that the politicians addressed, lectured, or ranted about reasons for the failed budget. These are words that most people understand.
We must realize that some people can’t understand our writing, and it’s not their fault.
In other words, it’s not me (your user); it’s you.
Yes, they will respect your “authoritay.”
Did you know that people with advanced degrees might encounter barriers to their understanding, too? It doesn’t matter how well educated one is or is not—understandability can affect anyone. Highly educated people, like other users, can get frustrated when they try to use your content.
In summary: “good information” doesn’t matter; “good content” does.
In both content examples I tested, the problem came from using a non-standard, grammatically-incorrect sentence. The users saw that the content was missing a noun, which would have clarified the sentences.
“ got milk?” photograph courtesy of Makoto Ueki, @makoto_ueki
This woman is a highly-educated developer. After thinking carefully, she did understand what the phrase meant; however, she spent extra time determining the meaning. This would make her experience on a website inefficient.
Here’s another example of a casual, grammatically incorrect sentence which is missing a noun. In this case, the sentence is missing the word “I.” If “I” were in the sentence, its meaning would be clear: “I hope you can make this important session!” The young woman I talked with was still unclear about its meaning, even when I gave her the context because, as she said, “It still could mean several of these answers.” The problem is, punctuating an incomplete sentences. When you add punctuation, you’re telling me that everything I need to understand what you’re saying is there.
Don’t worry that the first document is a US federal government document—the basic principles for plain language are the same.
Don’t do this very thing illustrated here. What does this mean?
A meat cleaver minus The Fonz (otherwise known as Fonzie or Arthur Fonzarelli) equals what? “ Cleaver,” minus “A” (The Fonz’s famous saying was, “Aaaaaaa …”) = “clever” Don’t be clever: Your users want to get directly to your content. Most people won’t take the time to figure out what difficult content means, and some people won’t be familiar with certain concepts, so they could get frustrated and leave before they find what they need.
You’ll probably need to explain the basics of your topic.
This makes you the action hero (!)—you’re taking the active role in talking about yourself, your institution, or your products. You’re taking responsibility, and often people go to sites to see just whom is responsible for something.
Be direct in communicating what you or your organization is doing. Your users will see you as being proactive, authoritative, and responsible.
This is an actual quote from a blogger who writes about good content. I was waiting for a link to the article. There wasn’t one—the writer was informing readers that she read an article. Hmm.
Take note that not all screen reader users are visually impaired.
Clearly explain any processes, directions, etc. so people can take action.
Using personal pronouns makes people feel like you’re having a conversation with them rather than dictating to them.
At the risk of being overly precise, are you teaching specialized content to experienced practitioners, or are you informing the general public about a topic? Write to your audience accordingly.
Frame your content with semantic structure in your HTML. Photo from webcoursesbangkok.com
Testing two versions of content is very effective. User responses will help you find the clearest content and commonly used terms. It’s also helpful if you need to show management that users can’t understand and use “institutional content.”