Structure and write content so that people with different reading abilities, attention spans, and cognitive styles can find what they need and understand it.
Core Principle
People don't read — they scan. Design your content for the scan first, the read second.
Content Structure
Inverted Pyramid
Put the most important information first. Assume the reader might stop at any point.
- Paragraph 1: the key message or answer
- Paragraph 2: the essential supporting detail
- Paragraph 3+: background, context, nuance
Chunking
- One topic per section
- One idea per paragraph
- Maximum 3–4 sentences per paragraph
- Maximum 5–7 paragraphs per section before a new heading
- Break walls of text with headings every 2–3 paragraphs
Scannable Elements
- Descriptive headings that summarise the section content
- Bold key terms (sparingly — if everything is bold, nothing is)
- Bulleted lists for 3+ related items (maximum 7 items per list)
- Tables for comparative information
- Pull-out boxes or callouts for critical information
Writing for Readability
Sentence Level
- Aim for 15–20 words per sentence
- One idea per sentence
- Active voice: "We'll send your order" not "Your order will be sent"
- Concrete language: "in 3 working days" not "shortly"
- Address the reader directly: "You can..." not "Users may..."
Word Level
- Use the simplest word that carries the meaning
- Define specialist terms on first use
- Spell out acronyms on first use: "Web Content Accessibility Guidelines (WCAG)"
- Avoid idioms, metaphors, and culturally specific references
- Avoid double negatives: "You can continue" not "You cannot not proceed"
Paragraph Level
- First sentence carries the key point (front-loading)
- Supporting sentences elaborate or provide evidence
- No paragraph should require reading the previous one to make sense
- Transition words help flow: "However," "For example," "This means"
Content Types With Specific Needs
Instructions and How-To
- Numbered steps for sequential tasks
- One action per step
- Start each step with a verb: "Click", "Enter", "Select"
- Include what the user should see after each step
Policies, Terms, and Legal Content
- Plain language summary at the top
- Full text below for those who need it
- Define all legal terms in context
- Use examples to illustrate abstract concepts
Error and Warning Content
- What happened (specific)
- What it means for the user
- What to do next (single clear action)
- Grade 4–6 reading level always
Data and Numbers
- Round numbers where precision isn't needed (about 2 million, not 1,987,453)
- Provide context: "40% — nearly half"
- Use charts with text summaries for complex data
- Don't assume numeracy — explain what the numbers mean
Assessment Questions
- Is the most important information first?
- Can someone scanning only headings and bold text get the key message?
- Are sentences under 20 words on average?
- Is every paragraph under 4 sentences?
- Would someone with a grade 8 reading level understand this?