The truly collaborative, universal, inclusive content Readability Guideline project is now drawing conclusions. It will create a style guide that includes plain language recommendations. Content Design London is leading the project using Slack and Wikidot. As we are often challenged to create or follow a style guide, having one with this kind of solid research, global input and varied expertise behind it is invaluable. 



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Focus on accessibility 
​Plain language is all about accessibility and this is a critical factor in online content. The project’s Beta phase discussions focused on 15 topics. Under plain language their recommendations include:

• Make content understandable and clear for users who may have a variety of literacy and accessibility challenges.
• Always use short, common words.
• Avoid jargon, abbreviations and acronyms.

They consulted Web Content Accessibility Guidelines (WCAG) 2.0, Nielsen Norman Group and R. Trudeau on legal plain language, just to name a few.

Plain language readability guidelines
Their public wiki activity identified these readability guidelines supported by evidence:

• Use simple sentences.
• Keep link text at the end of a sentence.
• Avoid referencing gender or age in content.
• Choose respectful vocabulary.

Their research showed readability best practice should include plain language, active tense, good grammar and accurate punctuation.

Where to next?
They will continue to usability test important readability questions. Topics are still open for discussion and people with relevant data should share it.

Support this initiative by using #readabilityguidelines, providing any research-supported readability data you have collected or donating funds.

Thanks to Rob Mills at Gather Content for his blog share.

Another great resource is the online, searchable UK Government Style Guide. 

I’ve been asked to write a feature for a magazine in subhead format. As a web-journalist and editor I welcomed this refresher. They are critical to getting, keeping and entertaining readers, so I thought I’d share these tips.

Yes. Readers like, are used to and expect small chunks of information on the web, particularly in blogs. It is our responsibility as writers to help lead our readers through our stories, and subheads are important signposts. Search engines also like them, although filling them with keywords is not recommended. Subheads help you target information, promote benefits and inspire action. Hubspot has a great overview.

With less than 10 seconds to grab the attention of most web readers, it’s important to make subheads work. Smartblogger lists these three tips:

1. Be creative. Simple subheads that repeat the opening line or simply restate the topic don’t work.
2. Use words like ‘benefits’, ‘successful’ and ‘proven’ to entice the reader. Spoiler alert subheads just give away the topic and readers are likely to scan and move on.
3. Make it easy for readers to understand your message. Too-smart subheads, full of lingo, may sound good but they aren’t great for keeping readers involved.

 
Examples
Before: Becoming a freelance writer
After: Why becoming a freelancer was a great idea

The ‘before’ example is simply a regurgitation of the topic that follows.
The ‘after’ example raises interest, makes the reader curious, has readability.

Pay attention to the subheads in blogs you enjoyed reading. Look for common characteristics like:

1. Gets the reader curious, wanting to know more.
2. Uses the element of surprise, makes it memorable.
3. Shows your personality, makes connections.
4. Shares emotions, is real.
   

Smartblogger’s writing tips advise drafting your full blog, then going back and writing your subheads. That makes sense. You have much more control then.
I enjoyed this refresher, and hope you did too.
Kate
kate@keyadvice.net