5.1 Use clear and simple language

The web is different from print. All web users demand information and action instantly - they are impatient.

Clear language makes your content easy to read and helps all people gather information from your site faster.

Be minimalist, cut out excess words and fluff:
- 'In order to' becomes 'To', 'For the purposes of' becomes 'For', etc.
- Aim for about 50% of a printed document
Avoid unfamiliar language:
- Technical jargon, colloquialisms, slang, organisation or department speak
Use the active rather than passive voice
Use an informal, inter-personal style of writing if possible
Avoid 'big' words just for the sake of it:
- 'Come into possession of' becomes 'Get', 'Unostentatious' becomes 'Simple', etc.
Expand acronyms/abbreviations first time used

Essential: Do not just mirror printed documents or brochures on the website - the content must match the medium - web is different.

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