Scannable and Conversational Text

Scannable Text

  • Short sentences. Short paragraphs.
  • Descriptive headings and subheadings
  • Lists, bullets, tables
  • Descriptive link names (that can stand alone, outside of context; maps and directions, degrees and programs
  • Consider what content type will be most relevant and useful to the user; be sure to draw attention to it

Conversational Text

  • Talk to your users – use "you"; "Students will study..." change to "You will study..."
  • Refer to yourself as "we" and "us"; "The department is pleased that..." change to "We are pleased that..."
  • Active voice; "Recommendations were made by the advisory board," change to "The advisory board made recommendations."
    • Even better: "The advisory board recommended..."

View scannable text examples.

View a webpage heatmap.