Everything we publish should be in plain English. This means using clear language that all readers can understand.
Research shows that 80% of people prefer sentences written in plain English. This includes expert users with a high level of specialist knowledge. The more complex the issue, the greater the preference for plain language. Read more in the GDS blog post Clarity is king.
Put users’ needs first
First, identify your users so that your publication can meet their needs. Our guidance on writing for your users can help.
Think about what your users need to know. You do not need to tell them everything or overwhelm them with information.
Frontload your content
Frontload your content, so that the most important information is at the start of each page, section, paragraph and sentence. This is called using an “inverted pyramid”.
User research and analytics show that 80% of users on the ONS website only read the first section of a page. You should structure your content with this in mind so that your main findings and trends are presented at the top of the page.
- limit each paragraph to four short sentences
- stick to one idea or theme per paragraph
- avoid complicated sentence structures
- break up large blocks of text with subheadings
Do not use formal or long words when easy or short words will do. If you cannot avoid technical terms, explain them in the text or the Glossary. You should also ensure that any acronyms are written out in full for the first use in each section.
Do not use jargon and language that journalists or commentators will need to “translate” into simpler English.
Use house style
Use house style for consistency and clarity. Users know what to expect and can absorb information more quickly.
Use the active voice
Always use the active voice, not the passive. The active voice makes sentences shorter and clearer.
“The statistics show…” not “This is shown by the statistics.”
Sentences that can be read in several different ways may be misleading.
“Taylor worked on the development stage of the project and is now part of the policy group with responsibility for legislation.”
The sentence reads as though the policy group is responsible for legislation. In fact, it is Taylor.
It should read:
“Taylor worked on the development stage of the project and is now part of the policy group, where she has responsibility for legislation.”
Make sure that there is no ambiguity in your writing, and that your meaning is clear.
Hemingway Editor is an online tool that gives your writing a readability grade. It will report on its complexity and make suggestions for improvements.
Do not paste sensitive information or unpublished data into Hemingway – it is a security risk. Use the Flesch-Kincaid reading level tool in Microsoft instead.
You could use Hemingway retrospectively to look at your last bulletin or article and see how you could improve your writing in the future.
Hemingway Editor performs best with Google Chrome.
We are constantly improving based on research and best practice. Any significant changes to our guidance are available on the Updates page.