In addition to a good structure, it is important to use active and clear language in a web text or article. Applying twelve tips for clear and active language use makes texts easier and more engaging to read. Examples help you to put the theory into practice immediately.
Sentence length
The reader can absorb a text with short sentences more quickly. An average sentence length of 15 words is easy to understand. This does not mean that every sentence has to be exactly 15 words long. A varying sentence length reads more pleasantly, makes the text more lively. At what length a sentence becomes incomprehensible also depends, among other things, on the education level of the reader. However, no one likes to read one difficult-to-understand sentence after another. A sentence with four or more short sentences, one main sentence and three sub-clauses is too long.
- very easy to understand 1-13 words per sentence
- easy to understand 14-19 words per sentence
- understandable 20-25 words per sentence
- hard to understand 26-34 words per sentence
- very difficult to understand 35-100 words per sentence
Examples long sentence
In this first chapter, the basic principles of soil science are discussed, not only to solve practical problems, but also to enable communication about the soil, which leaves nothing to be desired in terms of clarity.
If the compression springs of the clutch disc are broken, which can be attributed to a pedal position that is too high, the instructions from point 4 onwards can be followed for vehicles manufactured before August 1997 to reduce the pedal height.
Better
In this first chapter you will become acquainted with the basics of soil science. Mastering the basics can help you solve practical problems. It also helps you to give clear answers to questions about the soil.
If the clutch disc compression springs are broken, this is due to a too high pedal position. On vehicles manufactured before August 1997, the pedal position can be lowered. There are instructions for this from point 4.
Difficult words and compound words
Every book on language tells you to limit the use of difficult words as much as possible. The question then is what a difficult word is. You can best be guided by the target group. Ask yourself if the reader of your article or text actively uses this word. When in doubt, it is always best to choose an easier word. If a simpler word does not exist, you must provide the meaning the first time you use a difficult word or technical term.
Long words composed of different words are also difficult to read. Yet new compound words are constantly being invented everywhere. Sometimes these compound words are so common that you have to use them. However, don’t try to create new compound words. In many cases, you can split the compound words.
Examples of difficult and compound words
- Creating boundary conditions
- Price fluctuations
- To eliminate
- Environmental change techniques
- Customer satisfaction research
Better
- The municipality creates good preconditions
- Price fluctuations
- Switch off
- Techniques to change the environment
- Research into the satisfaction of our customers
Abbreviations
Abbreviations are often less known than you think. Moreover, abbreviations are not pleasant to read. Always write them out in full. So that is to say instead of ie and, for example, instead of eg. to give.
Leading form – Active form
The passive voice is written about what is done with things. As you can see, the passive voice is usually recognizable by the word. The passive voice makes a text more complicated, unclear and above all a lot more boring. So write as much as possible about people and what they do instead of things and what is done with them. This can be done by choosing the active form.
Examples of passive voice
The building of the new home care organization will open tomorrow.
In recent months there have been many complaints about the temperature in our office.
Better
The chairman of the board will open the new building of the home care organization tomorrow.
Many employees have complained about the temperature in our office in recent months.
Noun style
The noun style uses an active verb as a noun. Empty verbs such as, take place, perform and happen replace active verbs. This style makes text static instead of active. Compare Caesar’s famous statement ?? I came, I saw and conquered ?? Consider the expression of a bureaucrat on this event: “Upon arrival and assessment of the state of affairs, Caesar was able to achieve victory.”
Example noun style
The director considers the proposal before making any decision.
Better
The director considers the proposal before deciding.
Tang constructions
A tang construction is created when you place two phrases that belong together far apart. A sentence reads more easily if it says together what belongs together.
Example of tang construction
By concentrating fully on his task, he has gained more insight.
Better
He gained more insight as he concentrated fully on his task.
Prop constructions
In a prop construction, unnecessary words are crammed between the article or possessive pronoun and the noun. This makes a phrase unnecessarily difficult.
Example of plug construction
We agree with the above proposal submitted via your installer.
Better
You proposed to us to …… We agree with your proposal.
Abstract – Concrete language
Concrete language use is easier to read than abstract language use. Moreover, it makes a text or article more attractive. The reader sees what you describe more for themselves. Examples and illustrations are also a good way to make information concrete.
Example concrete language
Specific | Abstract |
---|---|
Table | Inventory |
Book | Literature |
Minimum 50 cm | Not too long |
Four times | A number of times |
You also make information less concrete by watering down your claims. It seems very precise, but the reader does not know where he stands.
Examples of phrases that water down concrete information
- In general
- In a more general sense
- Reasonably
- To a certain extent
- In principle
- Perhaps
- Could be
- Possibly
- Possibly
Enumerations
A list should always start with a sentence, so that it appears that the various points are related. This is often the headline. The connecting points must always form a well-constructed sentence with the heading sentence. The parts of an enumeration must also be formulated in the same way
Examples of lists with incorrect sentence structure
For correct tillage you must have knowledge of:
- the history of the plot;
- the moisture content of the soil;
- which machining depth is necessary.
I use three standards in my lessons:
- my classes should be informative;
- cozy;
- pace.
Better
For proper tillage you must have knowledge of:
- the history of the plot;
- the moisture content of the soil;
- the necessary machining depth.
I use three standards in teaching:
- my classes should be informative;
- my lessons should be fun;
- the teaching pace must be high.
Telegram style
Telegram style can be recognized by incomplete sentences in which verbs and articles are often missing. It’s a useful style if you’re jotting down things for yourself. However, for others, telegram style is a terrible read.
Example telegram style
Yesterday went to A, visited B in hospital. Very tired after surgery.
Better
I went to A yesterday and then visited B in the hospital. She was still very tired after the operation.
Form of address: men, you or he-form
‘People’ leave out exactly who you mean and is therefore vague as a form of address. Therefore, do not use the word men, but enter who you mean. In a staff magazine or on the intranet, you can often address the reader with you or you. However, if you appear very often in an article that is meant to be descriptive, it will come across as patronizing. You will rarely find this form in newspapers. A good alternative is to simply call the subject by name and talk about employees, for example.
Official language
Many texts are laced with official language. Double prepositions often characterize such a text. They are easy to replace.
Examples
Official language | Replacement |
---|---|
In connection with | Due to |
In connection with the fact that | Because |
With respect to | Over, for, at |
Concerning | Over, for |
About | About |
Regarding | Over, for |
As regards | Over, for |
Regarding | Over, for, at |
For the purpose of | In front of |
Now | Now |