Writing for the Web Module 1: Plain Language Beta July-2016

Plain Language Outline: –Where this module fits –What is plain language? –Why is it important? –How do we write plainly? –Examples and live edits

Where this module fits This module is the first of four Writing for the Web training modules: –Module 1: Plain Language –Module 2: Content Development –Module 3: Web Style –Module 4: Visual Design

Where this module fits Module 1: Plain Language –This guide is the starting point for Writing for the Web. –It fits into every content development project at the beginning, middle, and end. If content is written plainly from the start, it saves hours, dollars, and frustration

What is plain language? Plain language is content that has everything your readers need, and nothing they don’t. Nothing they don’t.

Plain Language is: Clear, accurate writing Organized into logical topics Content that speaks to the reader directly Short sentences, short words Accurate and efficient Eminently useful Written for a well understood audience

A note on Audience: Simple writing doesn’t mean a simple audience Writing for a set grade or reading level is rarely effective Know your audience, and write for them –Specialists need specialist language, but this is still plain language (no jargon, clearly written, efficient etc.) Multiple audiences don’t mean multiple styles or voices Our voice and style is always: plain language

Easy? Not exactly. To writers, editors, or content strategists, this may seem obvious and easy, but it’s not. Writing plainly takes more diligence than almost any other type of business writing.

Why is plain language important? 1.Web projects fail without it –Whatever you’re trying to accomplish on the web will probably fail if readers can’t get to the point. Few will read what you wrote, fewer will understand the ‘call to action’ Conversion rates are abysmal when web content is wordy, lengthy, and jargon-filled People leave your content, and try to find other options (never a good outcome when you’re the monopoly)

Why is plain language important? 2.Accessibility demands it –Writing for a wide audience with diverse abilities requires clarity and efficiency 20% of your audience may have some form of visual or cognitive impairment, and that number is expected to grow All content should be written for machine translation into other languages and for screen readers % of viewers who’s primary language isn’t English Accessible on all devices means clear content expressed in as few words as possible The B.C. government has committed to accessible web experiences for citizens

Why is plain language important? 3.It may soon be a legal requirement –The Canadian federal government was sued for delivering online services that’s weren’t accessible. In 2010 Donna Jodhan, a special needs consultant, launched a constitutional challenge. She is blind, and was unable to apply for a job on the federal government’s website. She won, and the federal government was given 15 months to comply and make its website accessible.

WE NEED TO WRITE PLAINLY. There’s no doubt or argument.

How to write plainly? There are dozens of approaches to creating plain language content. And there are dozens of tools. We’ve put together an approach that works for the B.C. government.

How to write plainly: 1.Understand the principles 2.Follow the guides 3.Practice slash and burn –Exercise: Live Edit 4.Use great resources

How to write plainly 1.Understand our principles –Our content is: Accessible, Useful, Accurate, Clear –Our Voice is Personal, Direct, Confident, Honest

How to write plainly Test content against these principles. Just ask: is it?

How to write plainly 2.Follow the guides: –Writing for the Web standards on Gov.bc.ca: Plain Language Guide Content Development Guide Web Style Guide Visual Design Guide

How to write plainly These guides were created by people from all across the public sector. They are maintained by GCPE and CDAWGs They are always CURRENT, even if they’re not perfect.

How to write plainly Step by Step: Plain Language Writing Guide (Opens PL Guide for walk through)

How to write plainly 3.Practice Slash and Burn –On existing content, cut and chop: Delete extra words Un-bloat paragraphs Consolidate web pages Archive old content

How to write plainly Slash and Burn Aggressive editing is known as "slash and burn“ editing, so people using mobile devices or screen readers can find what they need quickly. By using short words and sentences, and slashing away the noise, main ideas rise to the surface of each paragraph.

Example: Slash and Burn This: This module introduces a set of methods and activities that can be used to discover what your users need from your websites and online services. It is intended as an introduction into the world of design research. These methods go beyond focus groups and surveys, and can be used both internally and externally. While a wide array of staff can participate in design research, it is recommended that ministries seek guidance and support from an experienced specialist in order to get the most out of this activity. Working with an expert will help develop capacity in your ministry for ongoing design research.

Example: Slash and Burn Is edited like this: This module introduces a set of methods and activities that can be used to discover what your users need from your websites and online services. It is intended as an introduction into the world of design research. These methods go beyond focus groups and surveys, and can be used both internally and externally. While a wide array of staff can participate in design research, it is recommended that ministries (should) seek guidance and support from an experienced specialist in order to get the most out of this activity. Working with an expert will help develop capacity in your ministry for ongoing design research. ???

Example: Slash and Burn And then the magic “happens”. In a few short minutes, meaning rises to the surface. Suddenly, you see what the readers need to see. You see through the noise.

Example: Slash and Burn And this mess: This module introduces a set of methods and activities that can be used to discover what your users need from your websites and online services. It is intended as an introduction in to the world of design research. These methods go beyond focus groups and surveys, and can be used both internally and externally. While a wide array of staff can participate in design research, it is recommended that ministries seek guidance and support from an experienced specialist in order to get the most out of this activity. Working with an expert will help develop capacity in your ministry for ongoing design research.

Example: Slash and Burn Becomes this: This module introduces a set of methods and activities that can be used to discover what your users need from your websites and online services. It is intended as an introduction in to the world of design research. These methods go beyond focus groups and surveys, and can be used both internally and externally. While a wide array of staff can participate in design research, it is recommended that ministries seek guidance and support from an experienced specialist in order to get the most out of this activity. Working with an expert will help develop capacity in your ministry for ongoing design research.

Example: Slash and Burn 102 words to 5. No loss of meaning. Eminently clear. This is Plain Language. Accept nothing else!

Exercise Live edit This is not a shaming exercise! Using live content provides context and shows how effective (and even fun) plain language can be. With that, on to Gov.bc.ca…

How to write plainly 4.Write for B.C., but also refer to other tools and resources: –Plainlanguage.gov –FAA Plain Language Course –Hemmingway app –Grammerly

Summary Plain language content is the only content that should exist on Gov.bc.ca It may become law to write plainly Follow the B.C. government guides to develop plain language web content Review additional plain language resources Practice: it makes perfect

QUESTIONS & DISCUSSION Writing for the Web Module 1: Plain Language