Many people do not read a web page from top to bottom. They scan for the part that answers their question. If the words are long, vague or full of jargon, they give up and go back to search. Plain language keeps them on the page.
Plain language is not about writing down to people. It is about making every sentence easy to take in on the first read. The Australian Government Style Manual is a free and practical guide to doing this well. Its advice works just as well for a small business website as for a government page.
What plain language means for a website
The Style Manual puts it simply. Using plain language is “not ‘dumbing down’ your writing” but opening it up. It says plain language builds trust, improves comprehension and makes content accessible for more people. It also reduces the mental effort needed by busy readers, even highly literate ones.
The manual starts with four basic elements. These are structure, word choice, active voice and short sentences. It adds that the most important element is understanding your readers and their needs. So before you write a word, think about who lands on the page and what they want.
Choose common, short words
The Style Manual’s handbook section on plain language and word choice explains why words matter so much. Readers have to decode words before they can decode sentences. It notes that common words are easier to read than uncommon ones. Shorter words are also easier to read than longer ones.
Most long phrases have a simpler version. Its own example swaps “accordingly” for “so” and “preserve” for “keep”. “Existing” becomes “current” in the same example. Try the same test on your service pages and see how many words you can replace.
Good word choice also helps people find you. Customers search with the everyday words they use, not the terms used in your trade. Our guide to finding niche keywords shows how to learn which words people really type. Use those words in your copy and headings.
Cut the jargon or explain it
Every industry has its own shorthand. The Style Manual accepts that we all use jargon in daily work. It also warns that these terms can shut out readers who do not use them. Its advice is to avoid jargon unless you are sure readers understand it.
Sometimes a technical term cannot be avoided. In that case, explain it in plain words the first time it appears. A builder might write “a slab, which is the concrete base the house sits on”. That one short phrase saves a reader from leaving to look it up.
Keep sentences short and active
The Style Manual says to write short, simple sentences in the active voice. It notes that short sentences help people scan content. Clear sentences in the active voice also improve readability. Aim for one idea per sentence and vary the length a little so the text does not feel choppy.
Active voice shows who is doing what. The manual gives the example “The government adopted the committee’s recommendation” as active. The passive version is “The committee’s recommendation was adopted by the government”. The active version is shorter and more direct.
Passive voice still has its place. The manual says it is fine when no one knows who acted or when the doer does not matter. On a business site, though, readers usually want to know what you will do for them. “We will call you within one day” beats “You will be contacted”.
Use fewer words
Short words can still add up to too many. The manual warns against using too many words, even simple ones. Readers may delay reading, skim and misread the message or ignore it altogether. Its test is a good one to keep handy: do I need all these words to make my meaning clear?
Trimming also makes pages faster to update. A tight page is easier to keep accurate when prices or services change. It is also easier to turn into strong search content later. Our article on content that boosts your SEO covers the next steps once the copy is clear.
Write headings people can scan
The Style Manual’s tips on writing headings describe them as signposts that make content easy to scan. It suggests keeping headings short, with a maximum of 70 characters including spaces. It also advises sentence case and minimal punctuation. Headings should state the main point of the content that follows.
The first few words matter most. The manual notes that the first two or three words in a heading might be all that people read. So start with the words a reader is looking for. “Prices for lawn mowing” is easier to scan than “Here is some information about what we charge”.
Structure matters for more than looks. The manual points out that people using assistive technologies can move around a page using headings. Keep one main title per page, then use smaller headings in order without skipping levels. It also makes the page easier for every reader to follow.
A quick plain language check
Before you publish, read the page aloud. Anything that makes you stumble will trip up a reader too. Then run through a few simple questions.
- Would a new customer understand every word without looking it up?
- Does each sentence carry one main idea?
- Can you see who is doing what in each sentence?
- Do the headings tell the reader what each section is about?
- Could you remove a sentence without losing meaning?
Plain, honest copy also supports trust and website conversions. Visitors are more likely to act when they understand exactly what you offer. Clear prices, clear steps and clear contact options all help. None of it needs a big budget.
If you write and build the site yourself, plain copy is one of the easiest wins available. The wider trade offs are covered in the pros and cons of DIY web design. Whoever builds the site, the words still need the same care. Set aside time for a proper edit before launch.
Frequently asked questions
Does plain language make a business sound less professional?
No. The Style Manual says plain language builds trust and helps busy, highly literate readers too. Clear writing tends to sound confident rather than casual.
How long should a sentence be on a web page?
The Style Manual does not set a fixed number. It recommends short, simple sentences in the active voice. One idea per sentence is a useful rule of thumb.
Can I still use industry terms?
Yes, if your readers know them or you explain them the first time. The manual advises avoiding jargon unless you are sure readers understand it. Large technical documents can include a glossary.
How long should headings be?
The Style Manual suggests a maximum of 70 characters including spaces. Put the most important words first, as people may only read the first two or three.