Writing for Everyone
This section outlines the principles and writing techniques we use to create a more inclusive, accessible product for customers and pros.
Plain language
We write in a way that helps people take the next best step quickly. Using plain language helps a wider audience understand and use a product.
Why use plain language?
- Accessibility: Plain language is required under the Web Content Accessibility Guidelines (WCAG). It supports user comprehension and helps address secondary language and cognitive challenges. Plain language also makes it easier for assistive technology to parse information correctly. Visit the Grammar and Mechanics section to learn about alt text and descriptive links.
- Search Engine Optimization (SEO): Plain language uses the words and phrases that people use when they search for content.
- Reading behavior: People typically scan online content instead of reading it line by line. They're less likely to drop off when content is easily found and understood.
- Business benefits: Plain language can also increase customer compliance, reduce complaints and errors, improve sales, and reduce costs.
Plain language principles and techniques
Keep it short
Concise writing helps the audience quickly understand and use content.
Recommended limits:
- Word length: No more than 3 syllables
- Sentence length: No more than 25 words
- Paragraph length: No more than 150 words
Keep it simple
Use common, everyday words. Write at an 8th-grade reading level or lower. (Tip: use the Hemingway App to check the reading level.)
Do | Don't |
|---|---|
Help | Assistance |
Get | Access |
Get rid of | Eliminate |
Help | Facilitate |
Ask | Request |
Need | Require |
To | In order to |
If | In the event that |
About | In regard to |
Pay | Make a payment |
Be conversational
We write in an approachable way. To check whether something is naturally conversational, try reading it out loud.
Use contractions
Contractions make copy more conversational and human-sounding. For more information on using contractions, visit Grammar and Mechanics.
Use an active voice
When writing in an active voice, the subject of a sentence performs the action. Learn more about using an active voice and (occasionally) a passive voice in Grammar and Mechanics.
Avoid hidden verbs
Hidden verbs are verbs that have been turned into nouns. This construction leads to more passive, indirect, and longer sentences.
Do | Don't |
|---|---|
Except for | With the exception of |
Applies to | Is applicable to |
Stay in the present tense
Writing in future or conditional tenses increases the user’s cognitive load.
Use second-person language
When addressing the reader, use “your” and “yours.”
Avoid jargon
Don’t use a word that’s specific to a field or requires specialized knowledge — unless the audience is within that field.
Use headers
Headers add structure and increase accessibility.
A strong header clearly:
- Communicates what the following content will be about
- Breaks up the content
- Helps users scan and find information quickly
Learn more about writing and formatting headers in Grammar and Mechanics.
Use lists
Lists make content easy to scan and remember. List content should use parallel construction and grammatical structure. If it’s important to order the information in a sequence, use a numbered list.
- Contact pros
- Compare estimates
- Book a pro
Learn more about using lists in Grammar and Mechanics.
Inclusive language
We believe all of our customers and pros deserve respect and hospitality. We use inclusive language to help promote dignity, enhance communication, and combat discrimination and bias.
General guidance:
- Only refer to someone’s identity when it’s relevant.
- When necessary, ask people how they want to be referred to.
- If the person’s pronoun is unknown, use gender-neutral pronouns “they/them/their.”
- Unless they specify otherwise, default to using person-first language for people with disabilities.
- Unless they specify otherwise, default to using identity-first language when describing race.
- Avoid using language, metaphors, and idioms that exclude, offend, or assume a certain class, culture, ability, age, etc.
- Avoid culturally insensitive slang or appropriating cultural terminology.
Terminology
These charts reflect some of the more commonly used inappropriate terms — but they’re not exhaustive.
Disabilities
Do | Don't |
|---|---|
Person with a disability | Disabled person |
Person without a disability | Able-bodied person |
Has a disability | Suffers from a disability |
Disabled | Differently-abled |
Overlooked spot | Blind spot |
Show/view more | See more |
Unbelievable | Crazy/insane/dumb |
Feature off/deactivated | Feature disabled |
In the menu, before, next | On the left, above, below, here |
Race and culture
Do | Don't |
|---|---|
Black person | Person who is black |
Underrepresented groups | Minorities |
Legacied | Grandfathered |
It’s been a while | Long time no see |
No | No can do |
Authority/expert | Guru |
Meeting | Powwow |
Let’s be transparent, | Let’s open the kimono |
Gender
Do | Don't |
|---|---|
LGBTQ+ | Homosexual |
Sexual orientation | Sexual preference |
Pronouns | Preferred pronouns |
Women and men | Female and male |
Hey everyone | Hey guys |
Everyone | Ladies and gentlemen |
Businessperson | Businessman |
Staffed/managed | Manned |
Workforce | Manpower |
Parental leave | Maternity/paternity leave |