(Plain) Language Matters

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10/15/2020 1

(Plain) Language Matters

Using plain language to create web content

that is accessible, usable, and understood

Rachell Underhill

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Rachell Underhill

Director of Web and Information Systems

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What will be covered in this presentation

What is plain

language?

Why use plain

language?

Plain language

principles

Top plain

language tips

Examples

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What is PL? Why use PL? Principles Tips Examples Resources

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What is plain language?

Plain language (also called plain writing or plain English)

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What is plain language?

It’s a (federal) law!

Happy 10th _Birthday

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What is not plain language?

• “dumbed down” or baby talk

• condescending

• only for simple topics

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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.“

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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

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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.”

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No one has ever complained that

a text was too easy to understand.

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What is PL? Why use PL? Principles Tips Examples Resources

Why use plain language?

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Is plain language a requirement for

accessibility?

• Yes!

• WCAG 2.1, Guideline 3.1: Readable

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Are there other benefits?

Yes!

• Improved usability

• Improved comprehension

• Improved adherence to instructions • Improved SEO

• Improved writing • Reduced frustration

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Improved usability

Readable content

=

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Improved usability

Do you have readers who are…

…busy?

…distracted?

…multi-tasking?

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Improved comprehension

Case Study: Business Memos to U.S. Naval Officers

Comprehension improved

23% less time to read

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Improved adherence to instructions

We already told them! It was in the email!

Why don’t they know? It’s on the website!

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Improved adherence to instructions

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Improved adherence to instructions

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Improved SEO

• Plain language = search-optimized language.

• Google’s Gary Illyes:

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Reduced frustration

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Reduced office visits, phone calls, mistakes

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Reduced office visits, phone calls, mistakes

BEFORE

Dear _______________:

Please furnish medical evidence in support of your pension claim. The best evidence to submit would be a report of a recent examination by your personal physician, or a report from a hospital or clinic that has treated you recently. The report should include complete findings and diagnoses of the 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 report from a doctor, hospital, or clinic that has treated you recently.

This evidence should be submitted as soon as possible, preferably within 60 days. If we do not receive this information within 60 days from the date of this letter, your claim will be denied. Evidence must be received in the Department of Veterans Affairs within one year from the date of this letter; otherwise, 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

EVIDENCE SUBMITTED.

Privacy Act Information: The information requested by this letter is authorized by existing law (38 U.S.C. 210 (c)(1)) and is considered necessary and relevant to determine entitlement to maximum benefits applied for under the law. The information submitted may be disclosed outside the Department of Veterans Affairs only as permitted by law.

AFTER

Dear _______________:

We have your claim for a pension. Our laws require us to ask you for more information. The information you give us will help us decide whether we can pay you a pension.

What We Need

Send us a medical report from a doctor or clinic that you visited in the past six months. The report should show why you can't work.

Please take this letter and the enclosed Guide to your doctor.

When We Need It

We need the doctor's report by January 28, 1992. We'll have to turn down your claim if we don't get the report by that date.

Your Right to Privacy

The information you give us is private. We might have to give out this information in a few special cases. But we will not give it out to the general public without your permission. We've attached a form which explains your privacy rights.

If you have any questions about this letter, you may call us at 1-800-827-1000. The call is free.

Generated 1,128 phone calls with questions about form

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Reduced office visits, phone calls, mistakes

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Side-by-side comparison

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Close up of old form

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Close up of new form

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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

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Where should I use plain language?

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What is PL? Why use PL? Principles Tips Examples Resources

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Plain language principles

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Write for your audience

• Question your assumptions

• Think about who will be reading your content and what they

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Write for your audience

Instead of thinking: Consider asking:

“What do I want to say?” “What does my audience need to

know?” “How can I serve my institution’s

goals?”

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Write for your audience

• Web users are task-oriented

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Follow web standards for readability

• Expect users to skim and scan

• Include informative headlines and sub-headlines • Use generous white space and indentation

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Follow web standards for readability

• Write in the inverted pyramid style

• For longer articles, start with an explicit overview or summary • Use numbered lists for steps in a processes

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Follow web standards for readability

Use tables and illustrations to simplify complex content

“We must receive your completed application form on or before the 15th day of the second month following the month you are reporting if you do not submit your application electronically or the 25th day of the second month following the month you are reporting if you submit your application electronically.”

If you submit your form: We must receive it by:

By email the 25th of the second month following the month

you are reporting

By mail or fax the 15th of the second month following the month

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Practice good writing

“…the most valuable of all talents is that of never using two

words when one will do.”

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What is PL? Why use PL? Principles Tips Examples Resources

Top Plain Language Tips

• Choose familiar, simple words

• Write in a friendly conversational tone

• Place words carefully

• Use the active voice

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Choose familiar, simple words

 Don’t say ✓ Say

utilize, utilization use until such time as until with reference to about

in a timely manner on time, promptly

expeditious fast, quick

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Write in a friendly conversational tone

Write like you talk

• Use contractions

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Place words carefully

Make an assessment Assess Have a meeting with Meet with Come to an agreement Agree

The General Accounting Office made a

recommendation that we take the program under review.

The General Accounting Office recommended that we review the program.

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Place words carefully

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Place words carefully

Place the main idea before exceptions and conditions

1. Exceptions and conditions 2. Rule or main idea

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The active voice should be used

“Mistakes were made.”

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You should use the active voice

• Active voice makes it clear who is supposed to do what. It

eliminates ambiguity about responsibilities.

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You should use the active voice

Put a doer before the verb.

 Passive voice ✓ Active voice

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Use the active voice

The following information must be included in the application for it to be considered complete.

The change must be approved by the student’s department chair.

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Use the active voice

The following information must be included in the application for it to be considered complete.

The change must be approved by the student’s department chair.

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Use the active voice

You must include the following information in your application.

Your department chair must approve the change.

If you are determined to have a disability, we will provide you with the following:

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Use the active voice

You must include the following information in your application.

Your department chair must approve the change.

If you are determined to have a disability, we will provide you with the following:

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Use pronouns to speak directly to your reader

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Use pronouns to speak directly to your reader

“More than any other single technique, using ‘you’ pulls users

into the information and makes it relevant to them.”

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Use pronouns to speak directly to your reader

Copies of the student’s tax returns must be provided.

Who must provide whose tax returns?

Grant applications will be reviewed to ensure that procedures have been followed.

Who will review the applications?

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Use pronouns to speak directly to your reader

Copies of the student’s tax returns must be provided.

Who must provide whose tax returns?

You must provide copies of your tax returns.

Grant applications will be reviewed to ensure that procedures have been followed.

Who will review the applications?

Who needs to follow whose procedures?

We review your grant application to ensure that you

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Keep it short

• If you can convey the same ideas in fewer words, do it — even when

you write for highly educated audiences.

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Keep it short

Use short sentences and short paragraphs. Recommended lengths:

• Paragraphs of no more than 150 words in 3 to 8 sentences • Cover one topic in each paragraph

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Keep it short

Eliminate the following types of words or phrases: • Redundancies

• Idioms

• Pointless modifiers

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Keep it short

Avoid double negatives

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What is PL? Why use PL? Principles Tips Examples Resources

Examples

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Examples – Graduate School @ UNC-CH

Residency inquiries regarding specific student situations or individual

impacts as a result of the pandemic should be directed to RDS – contact information is available at:

https://ncresidency.cfnc.org/residency Info/.

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Examples – Graduate School @ UNC-CH

Applicants may apply for

reimbursement within 30 days of their travel dates. Receipts will be required to demonstrate actual travel costs.

You can apply for reimbursement

within 30 days of your travel dates. You must provide receipts to show your

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Examples – Unemployment Insurance

DETERMINATION

Claimant is not disqualified for benefits.

DETERMINATION

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Examples – Unemployment Insurance

DETERMINATION

John Doe is qualified for benefits.

John Doe,

DETERMINATION

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Examples – NC Vehicle registration

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What is PL? Why use PL? Principles Tips Examples Resources

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Strategies – Your content

• Start with your most important or most visited content • Rewrite print documents before putting them online

• Have the content specialist summarize the info to you in person • Avoid PDFs wherever possible

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Strategies- Getting buy-in

• This can require a culture shift – it’s not easy!

• Make sure your leaders are plain language supporters and practitioners

• Include plain language reminders in all-staff meetings so everyone is on the same page

• Hire a copywriter or student

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Strategies- Use tools to check reading levels

• Flesch-Kincaid Grade Level or Readability Grade

(1st grade - 18+)

• Flesch reading ease score

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Strategies- Use tools to check reading levels

Readability score targets:

Most important information: Normal content:

Up to 8th _{grade level} _{Up to 9-12}th _{grade level}

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Strategies- Use tools to check reading levels

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Flesch–Kincaid Grade Level

100 90 80 70 60 50 40 30 20 10 0

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Resources — Center for Plain Language

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Resources - Tools

• Hemingway Editor

• Microsoft Office Tools

• Yoast SEO tool

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Resources – Microsoft Office

*You must ignore or correct all the issues raised by the grammar and

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Final statement

I hope that this presentation has been helpful in motivating you to start using and advocating for Plain Language at your institutions!

I hope that this presentation has helped motivate you to start using and advocating for Plain Language at your institutions!

I hope that this presentation has motivated you to start using and advocating for Plain Language at your institutions!

I hope that this presentation has motivated you to use and advocate for Plain Language at your institutions!

I hope you are motivated to use and advocate for Plain Language!

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Thank you!

Rachell Underhill (@rmunde)

Director of Web and Information Systems