An interface can be visually flawless and technically accessible, but if the text cannot be understood the user stops. On the web people read in difficult conditions: in a hurry, on small screens, interrupted by notifications, often in their second language. Plain language is not a simplification for the few; it is a form of respect for everyone's time.
Writing clearly does not mean writing childishly. It means removing the effort the reader does not need, while keeping the precision intact.
On the web people scan, they do not read
People who land on a page are usually looking for something specific: an opening time, a price, an instruction. Their eyes jump between headings, the first words of paragraphs, lists and highlighted text until they find a clue to what they are looking for. Only then do they read carefully.
This leads to a practical rule: the most important information goes first. At the top of the page, at the start of each section, at the start of each paragraph. It is the inverted pyramid used in journalism: conclusion first, details afterwards.
The rules that make a difference
Short sentences, one idea per sentence
A sentence with three subordinate clauses forces the reader to hold too many pieces in memory. Splitting it into two or three shorter sentences almost always improves comprehension without losing content.
Everyday words
Between two words with the same meaning, choose the one readers use in daily life. «Use» rather than «utilise», «send» rather than «proceed with the transmission», «before» rather than «prior to». Technical jargon is fine only if the audience really knows it; otherwise it should be explained the first time it appears.
Active voice and a clear subject
«The request will be processed» does not say who will do what. «We will reply within two working days» does. The active voice makes it clear who is acting and makes text shorter.
Address the reader directly
In interfaces, speaking to the reader almost always works: «Enter your tax code» is clearer than «Users are required to enter their tax code». The level of formality depends on the tone of the product, but it must stay consistent across the whole service.
Avoid nominalisations
Bureaucratic language loves turning verbs into nouns: «carry out a verification», «proceed with the completion», «provide notification». Going back to the simple verb, «check», «complete», «tell», makes text shorter and clearer.
Rewriting examples
| Before | After |
|---|---|
| Customers are kindly informed that the service may be subject to temporary interruptions today. | The service may stop working for a few minutes today. |
| It is necessary to proceed with updating your password within the established deadline. | Change your password by 30 November. |
| In the event of non-receipt of the confirmation email, it is advisable to check the junk mail folder. | Didn't get the email? Check your spam folder. |
| The data export functionality is available subject to authentication. | To export your data, sign in to your account. |
In every case the rewritten text is shorter, but above all it says straight away what is happening and what the reader has to do.
Structure that helps
Plain language is also about the shape of the text, not just the words:
- informative headings: «How to request a refund» is better than «Information»;
- short paragraphs, a few lines long, that do not turn into walls of text on screen;
- bulleted lists for options and requirements, numbered lists for step-by-step procedures;
- bold used sparingly, only for what the reader must not miss;
- tables when values need comparing, such as prices or timetables.
How to check a text
A few simple checks:
- Read it aloud: wherever you stumble or run out of breath, the sentence is too long.
- Ask someone outside the project to explain in their own words what they understood.
- Check that every paragraph has an opening sentence summing up its point.
- Look for words only people inside the organisation know: internal acronyms, department names, unexplained technical terms.
There are also automatically calculated readability scores, such as the Gulpease index designed for Italian, based on word and sentence length. They are useful as a signal, but they do not measure whether the content makes sense: a text can have short sentences and still be confusing.
Who benefits
Clear text helps people with dyslexia or cognitive difficulties, people reading in a language that is not their own, those unfamiliar with the subject, and those reading in a hurry on their phone. It also helps experts, who find what they need sooner. For an organisation, it often means fewer support requests, because people understand on their own what to do.
In short
- On the web people scan: important information goes at the start of pages, sections and paragraphs.
- Short sentences, everyday words and the active voice make text clearer without making it less precise.
- Simple verbs beat bureaucratic nominalisations.
- Informative headings, lists and short paragraphs help people looking for something specific.
- Reading aloud and having someone explain the text back are the most effective checks.
