10/15/2020 1 (Pla lain) Language Matters Using plain language to create web content that is accessible, usable, and understood Rachell Underhill HighEdWeb Annual Conference — October 19, 2020 #HEWeb20
Rachell Underhill Director of Web and Information Systems The Graduate School at The University of North Carolina at Chapel Hill
What is plain Why use plain Plain language language? language? principles Top plain Strategies & Examples language tips Resources What is PL? Why use PL? Principles Tips Examples Resources
What is plain language? What is PL? Why use PL? Principles Tips Examples Resources
What is plain language? Plain language (also called plain writing or plain English) is communication your audience can understand the first time they read or hear it. What is PL? Why use PL? Principles Tips Examples Resources
What is plain language? It’s a (federal) law! Happy 10 th Birthday Plain Writing Act of 2010! What is PL? Why use PL? Principles Tips Examples Resources
What is not plain language? • “dumbed down” or baby talk • condescending • only for simple topics • unacademic or unscientific What is PL? Why use PL? Principles Tips Examples Resources
Plain Language is not unacademic “The misconceived notion that long sentences and big words make you sound smarter (or more professional) results in great sacrifices to readability and credibility.“ -Nielsen Norman Group “Plain Language Is for Everyone, Even Experts”, October 8, 2017 What is PL? Why use PL? Principles Tips Examples Resources
Plain Language is not unacademic “Research shows that higher literacy people prefer plain English because it allows them to understand the information as quickly as possible.” Plain English for the web The University of St Andrews What is PL? Why use PL? Principles Tips Examples Resources
Plain Language is not inaccurate “If anything, plain language is more precise than traditional legal writing because it uncovers the ambiguities and errors that traditional style, with all its excesses, tends to hide.” -Joseph Kimble Writing for Dollars, Writing to Please: The Case for Plain Language in Business, Government, and Law What is PL? Why use PL? Principles Tips Examples Resources
No one has ever complained that a text was too easy to understand. -Nielsen Norman Group “Plain Language Is for Everyone, Even Experts” What is PL? Why use PL? Principles Tips Examples Resources
Why use plain language? What’s in it for me? What is PL? Why use PL? Principles Tips Examples Resources
Is plain language a requirement for accessibility? • Yes! • WCAG 2.1, Guideline 3.1: Readable “Make text content readable and understandable.” What is PL? Why use PL? Principles Tips Examples Resources
Are there other benefits? Yes! • Improved usability • Improved comprehension • Improved adherence to instructions • Improved SEO • Improved writing • Reduced frustration • Reduced office visits, phone calls, questions, mistakes What is PL? Why use PL? Principles Tips Examples Resources
Improved usability Readable content = Usable content What is PL? Why use PL? Principles Tips Examples Resources
Improved usability Do you have readers who are… …busy? …distracted? …multi -tasking? …non -native English speakers? What is PL? Why use PL? Principles Tips Examples Resources
Improved comprehension Case Study: Business Memos to U.S. Naval Officers Comprehension improved 23% less time to read 50% less likely to need to reread What is PL? Why use PL? Principles Tips Examples Resources
Improved adherence to instructions We already told them! It was in the email! Why don’t they know? It’s on the website! Students (faculty/staff/people) just don’t read! What is PL? Why use PL? Principles Tips Examples Resources
Improved adherence to instructions Case Study: NYC criminal summons form (2017) What is PL? Why use PL? Principles Tips Examples Resources
Improved adherence to instructions What is PL? Why use PL? Principles Tips Examples Resources
Improved adherence to instructions This redesigned court summons is keeping NYC citizens out of jail. What is PL? Why use PL? Principles Tips Examples Resources
Improved SEO • Plain language = search-optimized language. • Google’s Gary Illyes: • Voice search is increasingly popular What is PL? Why use PL? Principles Tips Examples Resources
Reduced fr frustration Poorly written confusing web content What is PL? Why use PL? Principles Tips Examples Resources
Reduced office visits, phone calls, mistakes Case Study: Letter from U.S. Department of Veterans Affairs What is PL? Why use PL? Principles Tips Examples Resources
Reduced office visits, phone calls, mistakes BEFORE AFTER Dear _______________: Dear _______________: Please furnish medical evidence in support of your pension claim. The best We have your claim for a pension. Our laws require us to ask you for more evidence to submit would be a report of a recent examination by your information. The information you give us will help us decide whether we can personal physician, or a report from a hospital or clinic that has treated you pay you a pension. recently. The report should include complete findings and diagnoses of the What We Need condition which renders you permanently and totally disabled. It is not necessary for you to receive an examination at this time. We only need a Send us a medical report from a doctor or clinic that you visited in the report from a doctor, hospital, or clinic that has treated you recently. past six months. The report should show why you can't work. Please take this letter and the enclosed Guide to your doctor. This evidence should be submitted as soon as possible, preferably within 60 Generated 1,128 phone calls Generated 192 phone calls days. If we do not receive this information within 60 days from the date of this When We Need It letter, your claim will be denied. Evidence must be received in the Department with questions about form with questions about form We need the doctor's report by January 28, 1992. We'll have to turn of Veterans Affairs within one year from the date of this letter; otherwise, down your claim if we don't get the report by that date. benefits, if entitlement is established, may not be paid prior to the date of its receipt. SHOW VETERAN'S FULL NAME AND VA FILE NUMBER ON ALL Your Right to Privacy EVIDENCE SUBMITTED. The information you give us is private. We might have to give out this Privacy Act Information: The information requested by this letter is authorized information in a few special cases. But we will not give it out to the by existing law (38 U.S.C. 210 (c)(1)) and is considered necessary and relevant general public without your permission. We've attached a form which to determine entitlement to maximum benefits applied for under the law. The explains your privacy rights. information submitted may be disclosed outside the Department of Veterans Affairs only as permitted by law. If you have any questions about this letter, you may call us at 1-800-827-1000. The call is free. What is PL? Why use PL? Principles Tips Examples Resources
Reduced office visits, phone calls, mistakes Case Study: Michigan public assistance renewal form – 2020 What is PL? Why use PL? Principles Tips Examples Resources
OLD NEW What is PL? Why use PL? Principles Tips Examples Resources
OLD What is PL? Why use PL? Principles Tips Examples Resources
NEW What is PL? Why use PL? Principles Tips Examples Resources
Reduced office visits, phone calls, mistakes Case Study: Michigan public assistance renewal form – 2020 Old form completion rate: 73 % Plain language form completion rate: 96% • 50% fewer offices visits • 60% fewer errors What is PL? Why use PL? Principles Tips Examples Resources
Where should I use plain language? Anywhere you want people to understand what you have to say! What is PL? Why use PL? Principles Tips Examples Resources
Plain language principles What is PL? Why use PL? Principles Tips Examples Resources
Plain language principles • Write for your audience • Follow web standards • Practice good writing What is PL? Why use PL? Principles Tips Examples Resources
Write for your audience • Question your assumptions • Think about who will be reading your content and what they might be experiencing at that moment. What is PL? Why use PL? Principles Tips Examples Resources
Write for your audience Instead of thinking: Consider asking: “What does my audience need to “What do I want to say?” know?” “How can I serve my institution’s “How can I serve my readers’ goals?” needs?” What is PL? Why use PL? Principles Tips Examples Resources
Write for your audience • Web users are task-oriented • Imagine the intended audience member sitting in front of you What is PL? Why use PL? Principles Tips Examples Resources
Follow web standards for readability • Expect users to skim and scan • Include informative headlines and sub-headlines • Use generous white space and indentation • Highlight keywords and phrases What is PL? Why use PL? Principles Tips Examples Resources
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