Overview
Readable web content is clear, concise, and easy to scan. These guidelines cover word choice, sentence structure, and linking practices to help you write content that works for all users.
Reduce Your Words
Use as few words as possible. Filler words add length without adding meaning.
Filler Words to Cut
These words can usually be removed without changing the meaning of your sentence.
Common filler words to avoid
| Filler Word |
Conversational |
Web-Ready |
| that |
I wish that the sun was out. |
I wish the sun was out. |
| just |
I just want the sun to come out. |
I want the sun to come out. |
| very |
The sun is very hot. |
The sun is hot. |
| really |
I really don't understand why the sun won't come out. |
Why won't the sun come out? |
| totally |
I will totally go outside when the sun is out. |
I will go outside when the sun is out. |
| quite |
The sun feels quite nice today. |
The sun feels nice today. |
| actually |
If the sun actually comes out, I will go outside. |
If the sun comes out, I will go outside. |
| commonly |
People commonly feel it is a nice day when the sun is out. |
People feel it is a nice day when it's sunny. |
| please, thank you |
Will you please tell me when the sun is out? |
Will you tell me when the sun is out? |
Filler Phrases to Replace
Common filler phrases and shorter alternatives
| Filler Phrase |
Use Instead |
| Due to the fact |
Because |
| All of the |
All the |
| As to whether |
Whether |
| At all times |
Avoid — rewrite the sentence |
| In the event that |
If |
| In order to |
To |
| It is important to note / Note that |
Avoid — if it's important, lead with it |
| With regards to |
Regarding |
Use Simple Sentences
Each sentence should contain one thought. On occasion, two closely connected thoughts can share a sentence.
Break Up Your Paragraphs
Web paragraphs should include one or two sentences. Long paragraphs make information harder to find.
Use Lists
If you use more than three commas to list things in a sentence, use a bulleted list instead. Lists are easier to scan.
Avoid nested lists. Sub-bullets are confusing for screen reader users and anyone scanning quickly. Break complicated lists into separate sections with headings instead.
Get Rid of Exformation
Exformation is content your audience already knows or doesn't need. Leave it out.
Avoid Complicated Words
Use plain language. If a simpler word exists, use it.
Write in Active Voice
Passive voice makes sentences longer and harder to read. Active voice is clearer and more direct.
- Passive: The research paper was written by Professor X.
- Active: Professor X wrote the research paper.
Use Strong Verbs
Don't turn a verb into a noun. It adds words without adding meaning.
- Make a decision → Decide
- Conduct a survey → Survey
- Do a review → Review
- Perform a test → Test
Write Meaningful Links
Link text should describe where the link goes or what it does. Avoid generic phrases like "click here," "read more," or "learn more." These phrases give no context to users who scan a page or use a screen reader.
Additional Link Best Practices
- Don't use raw URLs as link text. A URL like
https://icc.edu/admissions/apply is hard to read and doesn't describe the destination. Link descriptive text instead.
- Indicate file type and size when linking to documents. For example: Download the program guide (PDF, 2 MB). This helps users decide before they click.
- Don't open links in a new tab by default. Let users decide. New tabs can disorient users, especially those using assistive technology. Only open a new tab when leaving the page would interrupt a multi-step task.
- Link sparingly. Too many links on a page compete for attention and dilute the most important ones. Link when it genuinely helps the user take action or find more information — not just because something is linkable.
- Don't link the same destination multiple times in one section. Link it once, the first time it's mentioned.
Accessibility Note
Screen readers can pull up a list of all links on a page. If your links say "click here" or "read more," that list is meaningless. Descriptive link text helps everyone — not just users with disabilities.