Why it’s important

  • Users scan, rather than read, web content.
  • Important information should be placed first so it’s seen
  • Small, well-organized “chunks” of content improve clarity & retention
  • Plain language works best


Put important information first: who, what, when, where, why & how

  • Particularly important for Event Calendar postings


Conversational language

  • Users come to the site to accomplish a task.
  • Using plain language in web writing increases user understanding.
  • Avoid jargon, acronyms, and abbreviations wherever possible.
  • If absolutely necessary to the content, explain or define terms and abbreviations on their first use.


Avoid use of “click here” or "here" as hyperlinks

  • Use of “click here” as link text is a significant accessibility violation
  • Vision-impaired users’ screen readers can’t get significant content from “click here” links.
  • Many of our web visitors are mobile users; they "tap" links, instead of "click" links.
  • Use action-oriented links that make it clear what the next step will be. See the following examples:



Create web content that is effectively and efficiently manageable given available resources.

Example: “Since 1979, …” instead of “For 38 years, …”

Since 1979, Campbell has also partnered with Tunku Abdul Rahman College in Kuala Lumpur, Malaysia, to offer a Bachelor of Science degree.