Blog | 03 October 2022
Websites that save the world?
Part 3: Linguistic guidelines for understandable websites
Everyone wants to contribute to the UN Global Goals, right? Although the goals are formulated on the basis of an emergency situation, they also affect activities in small, safe Sweden.
This blog is about the organisation ABC and how their work with the website contributes to the UN Global Goals. Part 3 is about how ABC works with the language of the website. Part 1 was about how ABC took control of the content of the website and part 2 about how ABC used the form of the web pages to make the website searchable and accessible to all.
Part 3: Linguistic guidelines for understandable websites
Many staff members write texts for the ABC website. The project team can see that many texts are good, while others have shortcomings. Above all, they also see that the texts are very different. More guidelines are needed here, and now is the time for guidelines on writing consistently, comprehensibly and for the right conversion.
The division of roles also needs to be clearer. Who decides what the language of ABC should look like? How should ABC "sound" on the web?
The project group reasoned that it is the web editors who know most about language and text. They are also the ones who put the final touches to the content that is published. Therefore, they should develop language guidelines. Initially, web editors should also review all web pages before they are published.
The web editors decide to formulate three rules that everyone writing texts for the website should follow:
- Address visitors with "you".
- Write actively.
- Use understandable words.
They are careful to state that the guidelines are for writing at work. After all, how employees write at work is not their business, but ABC's. The guidelines are designed to help employees write consistently and in a way that helps ABC get its message across and succeed in its business.
Language guidelines for consistent and inclusive language
In the guidelines, they provide writers with examples and model texts to help them. They know that not everyone has encountered expressions like 'direct address' and 'active language' before. Almost all staff are good at something other than language, even if many of them are good writers.
Addressing visitors with "you"
The project team at ABC has realised that "you" is often good on a website that is aimed at "everyone". They have also found that the 'you' can help anyone writing on ABC to find simple, direct and punchy phrases. They rephrase with you-speak and direct requests where they think it fits, and use some of the phrases as examples in the guidelines.
| Write like this | Do not write like this |
|---|---|
| You get many benefits as a member of ABC. For example, you can apply for scholarships for professional development. | ABC membership has many benefits. For example, you can apply for grants for professional development. |
| Do something simple but valuable. Become a member! | Membership offers many benefits. Applying is easy. |
Write actively
In many of the texts on the ABC website, it was difficult to see who was supposed to do what. The project team reworded with verbs in the active form so that responsibilities are clear.
| Write like this | Do not write like this |
|---|---|
| Sign up here and we will send you our newsletter every month. | Our newsletter is distributed after registration. |
| Management recentlyrevised ABC's policy on development. At the same time, we in the Development Unit revised our plans for next year. | As the policy was revised, plans were added for development in the coming year. |
Now it's easier for visitors to the site to understand who's doing what, and whether they should do anything themselves. They are more likely to stay on the site if they don't have to work so hard to understand what is happening.
Use understandable words
Although ABC's activities are not extremely abstract or difficult to understand, there are some technical terms that staff are happy to use. In addition, some legal phrases from the regulatory framework under which they operate have crept into the website. The project team understands that this is a problem for many visitors. They are developing a short glossary to help staff express themselves more easily.
| Write like this | Do not write like this |
|---|---|
| We will decide how much you will be reimbursed once we have received your information about the facility: what kind of facility it is, how old it is and how worn it is. | Reimbursement is based on the type, age and condition of the equipment. |
| Always send receipts showing the costs you have incurred. | You should be able to prove the costs by showing receipts. |
Are the guidelines ready?
There are now guidelines for the content, structure and language of ABC. Is the work on the website finished? No, now it's time to plan and establish a governance body, i.e. an organisation that works to keep the guidelines up-to-date and relevant. The management organisation is also responsible for providing information and training. For example, they ensure that all new employees are informed about the existence of the Guidelines, and all contributors to the website are trained.
The ABC benefits from the dedicated project team and the competent web editors who have been involved in developing the guidelines. They will now become part of the long-term management organisation, which will be part of ABC's regular quality work.
By incorporating the website management organisation into their regular quality work, they ensure that the changes they have made are permanent – with the help of the guidelines they have developed.
With language guidelines you can contribute to these goals
All pages of the ABC website now have plain language. But which of the UN Global Goals did the project team contribute to when they rewrote the texts?
- Goal 8: Decent work and economic growth
With plain language, ABC increases conversion. They test different versions of their texts with AB tests. This helps them choose wording and features that have the desired impact on users. - Goal 16: Peaceful and inclusive societies
The website is now possible for everyone to understand, regardless of disability, as the language is understandable and unnecessary reading barriers are removed.
This was the third part of the blog series on ABC Corporation. Feel free to go back to Part 2 on the design of the web pages of the website. And don't miss part 1 on how ABC took control of the content of the website.
