Tips Write for busy people! Keep it simple - short paragraphs, short sentences, short words and simple punctuation. Use plain language - use words your reader would use and are easy to understand. Don’t assume knowledge. Break up your text - use titles, sub-headings, lists, images, other media and white space. Make sure those titles, headings and link text are specific and descriptive (it’s good for both humans and search engine optimisation [SEO]). Use a story arc - make sure each paragraph is linked to the next sensibly. Use an active voice, not a passive one as this is more immediate. Declutter your text - edit, edit, edit to keep your text precise and short.
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