Principles of plain language

Learn about your users

There are many techniques to help you learn about your audience. In general,

• Listen to user questions. What do people ask when they email you or contact your office?
• Talk to users and ask them what they need and want.
• Analyze your web metrics to figure out what people are looking for on your website:
• What pages do people visit most?
• Where do people spend the most time?
• What are the top search phrases that people use?

For more details and best practices, see our usability resources.

Focus on what users want to know

Let’s face it, people only want to know what applies to them. The best way to grab and hold someone’s attention is to figure out who they are and what they want to know. Put yourself in their shoes; it will give you a new perspective.

Tell your audience why the material is important to them. For example, say, 

• “If you want a research grant, here’s what you have to do.”
• “If you want to mine federal coal, discover what you should know.”
• “If you’re planning a trip to Rwanda, read this first.”

Address separate audiences separately

Many documents and websites address more than one audience. Mixing material intended for different audiences may confuse readers and make it harder to find the material that applies to them. This may be particularly difficult when people try to follow your agency’s regulations and requirements.

Learn more about writing to increase understanding.