7: Using Clear Language & Design

What is clear language and design? 

Anyone can get frustrated by confusing language or design. But using complex websites may be particularly difficult or impossible for some people, such as: 

• People who aren’t confident using computers 
• People who are non-native English speakers 
• People who rely on assistive technology to access the web 
• People with cognitive and/or learning disabilities 

When a website uses clear language and design, it’s much easier for all users to interpret information correctly and successfully complete the tasks they need to do.

Consider these questions before creating content:  

• Who needs this information?  
• What task(s) are they trying to complete?  
• What instructions might they need to be successful? 
• What information do they not need right now? 

Then use your answers to guide how you write and design a webpage or document. 

How can we improve our web design? 

Good websites are easy to navigate because they anticipate users’ needs and build strong, clear pathways that guide users through completing top tasks. This saves users time and cognitive energy. 
 

• Use simple, consistent templates. You want users to focus on your content, not its presentation. Users also should be able recognize patterns for common procedures, like the search bar always being in the top right. 
   
• Simplify the menu. Navigation bars — which are located on the left side of UAlbany sites — should remain consistent as you move through a site. There should also be no more than seven main menu items, reflecting the most important user pathways or tasks. Research shows humans can only remember seven items at once. 
   
• Design for scrollers. Users prefer scrolling through a comprehensive page, scanning for what they need, as opposed to clicking deeper and deeper into a site. Accordions are especially helpful as you create more robust pages: Users have all the content at their fingertips but aren’t overwhelmed by it at first glance.   

How can we improve our web writing? 

Good web writing is like a successful conversation with a busy person: You want to make a connection, answer their questions and then let them get to it. 
 

• Identify your audience. Know who you’re trying to reach and talk to those users directly, using language they will understand. Be upbeat and conversational. Avoid jargon or unexplained acronyms. 
   
• Get to the point. Put important information first and make pages easy to skim. Use headers, bullets and other methods to break up content. A page that can be scrolled through and quickly understood is ideal.  
   
• Keep it simple. Use short paragraphs (think 70 words or less). Otherwise, it creates a block of text that looks like a wall, especially if users are on a smartphone. And use simple but varied sentence structure. Most pages should read at an 8th grade level.  

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