Simple Steps, Big Impact: How Plain Language Websites Boost Citizen Engagement

Imagine a single mother juggling two jobs, trying to find information about local childcare assistance on her city’s website. She clicks through multiple pages, encountering jargon-filled text and confusing navigation. Frustrated and discouraged, she gives up. This scenario plays out countless times across the country, as inaccessible government websites without plain language create barriers for citizens seeking essential services and information.

But it doesn’t have to be this way. Plain language web design offers a powerful solution, not only improving accessibility for people with disabilities but also fostering greater trust and engagement with all citizens.

What is Plain Language?

Plain language isn’t about “dumbing down” content; it’s about clear, concise communication that respects your audience’s time and intelligence. It’s about replacing bureaucratic jargon and convoluted sentences with everyday words and active voice. It’s about organizing information in a logical way, using headings, bullet points, and short paragraphs to make it easy to scan and digest. In essence, plain language websites are about putting the reader first, ensuring they can access and understand the information they need without unnecessary barriers.

The Accessibility Connection

Plain language is a cornerstone of web accessibility, mandated by laws like the Americans with Disabilities Act (ADA). When websites use clear language, it opens doors for people with cognitive disabilities, learning differences, and those who speak English as a second language. Screen readers, which convert text to speech, can more easily interpret plain language content, making information accessible to those with visual impairments. By using plain language in your government website, you’re not just complying with the law; you’re fostering a more inclusive online environment where everyone can participate.

The Trust Factor

Imagine trying to decipher a legal document filled with legalese. Chances are, you’d feel overwhelmed, confused, and distrustful. The same applies to government websites. When agencies communicate clearly and transparently, it builds credibility and fosters a positive relationship with citizens. Plain language shows respect for the audience’s time and understanding, demonstrating a commitment to serving their needs. When citizens feel heard and understood, they’re more likely to trust the information they receive and engage with government services.

Real-World Results

The power of plain language is evident in the successes of numerous government agencies. For instance, the Centers for Medicare & Medicaid Services (CMS) saw a dramatic decrease in calls to their helpline after revamping their website with plain language. The UK government’s “Plain English Campaign” has also empowered agencies to simplify their communication, resulting in greater citizen engagement and reduced confusion. These examples illustrate that investing in plain language isn’t just a feel-good initiative; it’s a strategic move that yields tangible benefits.

Making the Switch

Transitioning to plain language doesn’t have to be overwhelming. Begin by conducting a thorough website audit to pinpoint areas needing improvement. Engage your team in training sessions to understand the principles of plain language writing. Develop a comprehensive style guide to ensure consistent, clear communication across all your web content. Remember, it’s an ongoing journey of continuous improvement, but the rewards—increased citizen engagement, trust, and a more accessible online presence—are well worth the effort.

Here are some practical steps to get you started creating a plain language website:

• Know Your Audience: Understand who your website visitors are and what information they need. Use language and examples that resonate with them.
• Choose Clarity Over Jargon: Avoid technical terms and acronyms whenever possible. If you must use them, provide clear definitions.
• Keep It Simple: Use short sentences, active voice, and everyday words. Break down complex information into smaller chunks.
• Organize Intuitively: Use clear headings, subheadings, and bullet points to make content easy to scan.
• Test and Iterate: Get feedback from real users to see how well your content is understood. Use this feedback to continuously improve your website.
• Provide Alternative Formats: Offer content in multiple formats (e.g., audio, video, large print) to accommodate different user needs.
• Prioritize Accessibility: Ensure your website meets Web Content Accessibility Guidelines (WCAG) standards.

Remember, it’s an ongoing journey of continuous improvement, but the rewards—increased citizen engagement, trust, and a more accessible online presence—are well worth the effort. By taking these steps, you can transform your website into a valuable resource that truly serves your community.

Conclusion

In an era where trust in government is often fragile, plain language websites offer a tangible way for agencies to rebuild that trust. By embracing clear, concise communication, you’re not just complying with accessibility mandates – you’re investing in stronger relationships with the citizens you serve. When information is easy to find, interact with, and understand, citizens are empowered to make informed decisions, participate in civic life, and access the services they need. Plain language is more than a design choice; it’s a commitment to transparency, inclusivity, and a better future for your community.

Ready to transform your website into a powerful tool for citizen engagement? Our agency specializes in creating accessible, plain language websites that resonate with your audience and deliver results. Contact us today for a free website audit and consultation. Let us help you speak your community’s language and build a website that truly serves their needs.