Writing in Plain English
Plain English is a style of writing that makes information clear and easy to understand. How we read web content is different to how we read printed material, with data showing that users scan around one third of content on a webpage to look for what they need specifically, rather than absorbing the content as a whole. By following this guidance, we deliver what our users are after in a clear and engaging way.
Always choose the active voice
When you use the active voice, the subject of the sentence performs the action being discussed. For example - 


Active voice: The dog bit the man.

Passive voice: The man was bitten by the dog
The active voice is a much clearer way of conveying a message where the subject of the sentence performs the action (eg who’s done what to whom or, if you’re giving instructions, who must do what). It shows that we’re addressing our audience directly.
Avoid over-intellectualising
Unless you are writing purely for subject experts, you should make sure everybody can understand your writing - no matter their language levels or understanding of a topic. For example, we could say -
“Queen Mary’s mission sits at the intersection where educative distinction, research excellency and social advancements both overlap and are symbiotic.”
But here’s a simpler way of conveying the same message -
“Queen Mary’s mission has always been to improve lives through academic excellence: A place where research and engagement create positive impact and an environment where everyone can succeed.”
Choose the most straightforward word or phrase
Use vs utilise, show vs demonstrate, adaptable vs agile, create or provide vs deliver.
We should try to find the most human word or phrase instead of choosing something a little fancier and, to some readers, less natural.
Simple and straightforward language is also better for Search Engine Optimisation and how these interact with our web content.
Don’t use filler
Instead, get straight to the point and resist the temptation to use adverbs and adjectives unless necessary. Filler words and phrases (e.g. boilerplates, brand-level messaging and welcome messages) are often fine for print, but are distracting in web copy.
Filler also means repetitious and redundant phrases. If you’ve already made a point, avoid making it again, even if re-worded.
Pause before using acronyms, abbreviations and jargon
This is where knowledge of your audience is useful. For example, a prospective student will be unfamiliar with the names and abbreviations of our services and resources. So only use an acronym when it is the official name. For example, MyQMUL is fine, but 'Disability and Dyslexia Service' is the official name we should use above DDS.
Acronyms present accessibility issues for people using a screenreader and should be avoided. If you must make repeated use of something for which there’s an acronym, you should always use the full expansion in the first instance, followed by the acronym in brackets. E.g. Knowledge Exchange Framework (KEF).