Introduction
It is essential to use clear, simple language to communicate effectively. Using ‘plain language’ is a key aspect of organising and presenting information so that it is easy to follow. Plain language means communication that the listener or reader can understand the first time they hear or read it. It can be defined as a simple, clear, conversational style that uses everyday words and an active voice.
The GOV.UK Content Design guide recommends a reading age of 9 years old. On Somerset Council websites we aim for a reading age of 9 to 12 years. But for more technical areas, like Planning, the reading age may be slightly higher. Lowering the reading age does not mean writing as if it were for a child, it just means to use simple words that people would use in every-day spoken language.
Why it matters
Customers may be reading the document in non-native language, have a learning difficulty or be having the document read to them by assistive technology. So making your content easy to understand ensures that they can all easily follow what you are telling them.
How to do it
While recognising the need for flexibility, the Plain English Campaign advises:
- use short sentences – a good average sentence length is 15 to 20 words
- make sure longer sentences do not have more than three items of information
- use ‘active’ verbs mainly, not ‘passive’ ones – for example, “We will send you an appointment” (active), rather than “An appointment will be arranged for you” (passive)
- avoid acronyms and jargon – if you must use acronyms or uncommon terms, then you must include a full explanation of them when they are first used in the document
- use bullet points to help break complex information down
- use respectful, gender-neutral language