Plain language
Plain language is:
- clear and simple,
- short and concise,
- accurate and complete.
When we use plain and more straightforward language, we make it easier for the user to find and understand the information they need.
Jargon, symbols and poor sentence structure are barriers for people.
Why it matters
We do not read online as we do offline.
When we read online, we skim trying to find the information we need, and read less as the page goes on.
Plain language makes information easier and faster to read, and more accessible for everyone.
Easy to understand information builds trust and credibility.
Benefits for our customers
Plain language makes it as easy as possible to find and use the information customers need to achieve their goals.
Your customers may have different accessibility needs when accessing your service and information.
They may be disabled, have lower literacy or temporary situational needs. For example, they may be in a hurry or under stress.
Benefits for the council
Writing in plain language makes content easier and quicker to review, maintain and update.
It is also simpler to communicate with other teams as we avoid confusing jargon.
Get your message across quicker and avoid confusion that could lead to unnecessary contact.
7 rules
1. Write short sentences
Write sentences that are no longer than 15-20 words.
Do not include more than one idea per sentence.
2. Say we and you
Speak directly to your reader in a conversational way.
It makes the information relevant to them, and it is clearer who must do what.
3. Use everyday words
We are here to inform, not to impress.
Write to help, advise and be useful: choose familiar words over technical terms and jargon.
| Instead of: | Use: |
| Acquire | Get or gain |
| Advise | Tell or say |
| Commence | Start |
| Deliver | Send, build or finish |
| Facilitate | Help or make possible |
| In order to | To |
| Ensure | Make sure |
| Participate | Take part or join in |
| Require | Need |
| Utilise | Use |
4. Use active language
Active language is clearer and more personal.
The structure of an active sentence puts the subject first, then the verb, and then the object.
5. Frontload information
When reading online, we scan down reading headings and the beginning of sentences.
Write your sentences with the most important information first.
6. Give instructions
When writing content, you are giving information to help customers to achieve their goal.
We are trying to get people from A to B.
Say what you mean, directly and simply to help them take the action they need.
7. Use headings and lists
Make it easy to find the right information with descriptive headings.
Break down long and complex information with bullet points and lists.
Example of editing into plain language
This is an example of a complex sentence edited into plain language.
Instead of:
“Highly qualified and experienced teams of surveyors in the Council’s Building Control Section will examine plans, carry out site inspections of work in progress and assist you at all stages of the both the procedural and construction processes.”
We could say:
“Council surveyors inspect plans and building sites, and help you at any stage of the construction process.”
Find out more
Visit the Plain English Campaign for advice on how to write in plain language.
Read the Web Content Accessibility Guidelines (WCAG) 2.1 report for information about plain language and accessibility.
Learn more about the Readability Guidelines.
Check the GOV.UK content and publishing guidelines.