Plain Language and Web Accessibility: Why Clear Writing Matters
Last updated October 9, 2026.
At ArcStone, we believe accessibility isn’t just a feature. It’s a fundamental part of good design and communication.
When we think about web accessibility, technical considerations like screen reader compatibility, keyboard navigation, and color contrast often come to mind. But one of the simplest and most effective ways to make your website more accessible is through the words you use.
Plain language helps people find, understand, and use information more easily. It makes your website more welcoming to a wider audience and helps visitors accomplish what they came to do.
And the best part? You don’t need to be a developer to produce meaningful improvements.
What Is Plain Language?
Plain language is communication your audience can understand the first time they read or hear it.
It uses familiar words, clear sentence patterns, and logical organization to make information easier to understand.
Plain language isn’t new. The federal Plain Writing Act of 2010 requires federal agencies to use clear, understandable language in certain public-facing communications.
But plain language isn’t just for government websites. It’s an important practice for nonprofits, businesses, educational institutions, and any organization that wants to communicate effectively.
Who Benefits From Plain Language?
The short answer? Everyone.
But clear, straightforward writing is especially helpful for:
- People with cognitive or learning disabilities: Clear language can reduce barriers to understanding and make information easier to process.
- People who speak English as an additional language: Familiar words and straightforward sentences can make content easier to understand.
- People using screen readers: Clear sentence structure and logical organization make content easier to follow when read aloud.
- People with limited familiarity with a topic: Avoid unnecessary jargon to help newcomers understand unfamiliar information.
- Busy or distracted visitors: People often scan websites rather than reading every word. Plain language helps them find what they need quickly.
Plain language doesn’t mean oversimplifying your message or talking down to your audience. It means communicating clearly while respecting your readers’ time and needs.
8 Best Practices for Writing in Plain Language
You don’t need to rewrite your entire website to get started. Small changes can create a meaningful difference.
1. Know Your Audience
Before writing, think about who will be reading your content.
What do they already know? What questions are they trying to answer? What action do you want them to take?
For example, a nonprofit website may serve donors, volunteers, program participants, and community partners. Each audience may have different needs and levels of familiarity with the organization.
Write with those differences in mind.
2. Choose Familiar Words
Use everyday language whenever possible.
Instead of “utilize,” write “use.”
Instead of “initiate,” write “start.”
Instead of “facilitate,” consider “help.”
Avoid jargon, acronyms, and technical terminology unless your audience is familiar with them. When specialized language is necessary, explain what it means.
Be mindful of idioms and cultural references, too.
A few years ago, I used the phrase “jumped the shark” during one of our daily huddles at ArcStone. It turned out that about half our team had no idea what I meant!
It was a good reminder that expressions we take for granted aren’t necessarily familiar to everyone.
3. Keep Sentences Short and Focused
Long, complicated sentences make readers work harder to understand your message.
Aim for one main idea per sentence and break up long explanations.
As a general guideline, aim for an average sentence length of 15–20 words to improve readability. But don’t get too caught up in counting words. Clarity matters more than following a rigid rule.
Varying sentence length also makes writing feel more natural.
4. Organize Content Logically
How you organize information matters as much as the words you choose.
Most website visitors are looking for something specific. Make it easy for them to find it.
- Put the most important information first.
- Use descriptive headings and subheadings.
- Break long paragraphs into shorter sections.
- Use lists when they make information easier to scan.
- Group related ideas together.
Headings should also follow a logical hierarchy using proper HTML heading tags.
This supports accessibility by helping screen reader users navigate content and understand how information is organized.
5. Get to the Point
Unnecessary words can make even simple information difficult to understand.
For example:
- Instead of “In order to,” write “To.”
- Instead of “Due to the fact that,” write “Because.”
- Instead of “At this point in time,” write “Now.”
Use active voice whenever it makes your message clearer.
For example, “Our team will review your application” is generally easier to understand than “Your application will be reviewed.”
Clear writing doesn’t have to be boring. You can still communicate with warmth, personality, and a distinctive brand voice.
6. Make Calls to Action Clear
Buttons and links should tell visitors what will happen when they select them.
Generic expressions like “Click here” or “Learn more” don’t always provide enough information, especially for people using assistive technologies.
Instead, apply descriptive, dynamic language.
For example:
- “Download the annual report”
- “Register for the webinar”
- “Explore our accessibility services”
- “Make a donation”
Clear calls to action reduce uncertainty and help visitors move through your website with confidence.
7. Check Readability, but Don’t Rely on a Score Alone
Readability tools can help identify content that may be difficult to understand.
Tools like the Hemingway Editor, Flesch-Kincaid readability tests, and the readability analysis included in Yoast SEO can highlight long sentences, complicated wording, and other opportunities for improvement.
For general public-facing content, a sixth- to eighth-grade reading level is often a useful starting point.
However, the appropriate reading level depends on your audience and subject matter.
A medical resource, technical guide, or professional publication may require specialized terminology.
Readability scores are helpful indicators, but they don’t measure everything that makes content understandable.
Use them as a guide rather than a final judgment.
8. Test Your Content With Real People
One of the best ways to find out whether your content is clear is to ask people to use it.
Include people with different backgrounds, abilities, and levels of familiarity with your organization.
Ask them to find specific information or complete a task on your website.
Can they understand the instructions? Do they know what to do next? Are any terms or phrases confusing?
Their feedback can reveal barriers that automated tools and internal reviews might miss.
How Does Plain Language Support Web Accessibility?
Plain language is an important part of creating digital content that’s easy to understand.
The Web Content Accessibility Guidelines (WCAG) include principles and success criteria related to readable and understandable content.
WCAG 2.2 also includes enhanced readability guidance at Level AAA, such as making supplemental content available when text requires an advanced reading ability.
However, plain language doesn’t automatically make a website WCAG-compliant, and achieving a specific reading grade level isn’t a universal requirement for WCAG Level AA conformance.
Think of plain language as an essential part of a broader accessibility strategy that includes accessible design, development, content, and ongoing testing.
Does Plain Language Help SEO?
Plain language can also support your search engine optimization (SEO) efforts.
Search engines aim to connect people with useful, relevant content. Clear headings, descriptive language, and well-organized information help communicate what a page is about.
Plain language writing can also help you answer the questions people are actually asking.
For example, a nonprofit might use the heading “How to Apply for Financial Assistance” rather than “Financial Assistance Application Procedures and Eligibility Determination.”
The first version is more direct and may align more closely with the language people use when searching.
That said, plain language itself isn’t a direct Google ranking factor. Its SEO value comes from helping create useful, understandable content that meets visitors’ needs.
As AI-powered search becomes more common, clear explanations and well-structured information remain valuable for making content easier to interpret and discover.
Make Plain Language Part of Your Content Strategy
Don’t think about plain language only during a website redesign.
Every new blog post, donation page, form, email, and program description is an opportunity to communicate more clearly.
Consider including plain language guidelines in your organization’s content style guide.
Encourage staff members who create and edit website content to use familiar words, descriptive headings, and straightforward instructions.
Review existing content periodically, especially pages that support important tasks such as applying for services, making donations, or registering for programs.
Small, consistent improvements can make your website more useful and accessible over time.
Clear Communication Is Good Accessibility
Plain language is more than a writing technique. It’s a way to make digital experiences more inclusive.
When people can quickly find information, understand what they’re reading, and confidently take the next step, everyone benefits.
At ArcStone, we believe accessibility should be part of every stage of the website experience, from strategy and content to design, development, and ongoing maintenance.
Plain language is one of the most practical places to start.
Want to make your website easier for everyone to use? Contact ArcStone to learn how we can help improve your website’s accessibility and usability.
