Writing Guidance Chapter Notes | Additional Learning for TOEIC PDF Download

Guidelines for effective writing

Keep content meaningful & user-focused

• Deliver Clear Value: Consider: Does this content provide meaningful insights or new information?
• Be Direct: People have short attention spans and get frustrated when their needs aren’t met quickly. As communicators, our role is to ensure they find what they need promptly.
• Remove Unnecessary Content: Excessive text causes users to skim. Focus on what matters to the audience, not on promoting your organization or its programs. Cut out promotional, repetitive, outdated, or irrelevant content.
• Demonstrate, Don’t Explain: Avoid statements like “this page simplifies finding useful contacts.” If the page is truly user-friendly, its ease of use should be evident without explanation.
• Minimize Introductions or Instructions: Clear, concise writing makes the purpose and value of content immediately apparent, reducing the need for lengthy introductions or guidance.

Limit sentence & page length

• Deliver Clear Value: Is your content meaningful? Does it add new information? Ensure every piece offers value.
• Be Direct: People have short attention spans. They get frustrated quickly. Deliver what they need fast.
• Cut Unnecessary Content: Too much text leads to skimming. Focus on what affects users. Remove promotional, repetitive, or outdated content.
• Show, Don’t Tell: Don’t say “this page is easy to use.” Make it obvious. Good design speaks for itself.
• Limit Introductions: Clear writing shows purpose instantly. Skip long intros. Avoid detailed instructions.
• Tips for Web Pages: Write standalone content chunks. Each chunk covers one issue. Multiple points in one chunk get ignored.
• Handle Scrolling Pages: Use headers or menus for navigation. Break long text into multiple pages. Help users find information quickly.

Use active voice, not passive voice

Active voice emphasizes the person acting, followed by the verb. It clarifies action. Passive voice feels awkward, wordy, and forces readers to work harder.
Look for “by” phrases. Rewrite to place the actor first. This simplifies sentences.

Use common, everyday words

Use simple, familiar words. Conversational tone is clear. Simple words boost SEO in web writing.

Avoid These Language Pitfalls:

• Don’t use undefined abbreviations or acronyms. 
• Avoid multiple terms for one thing, like doctor and physician, unless policy or SEO requires it. 
• Skip legal, technical, medical, or marketing jargon. 
• Avoid idioms, like “raining cats and dogs.” 
• Don’t use colloquialisms, like “we do the heavy lifting.” 
• Cut unnecessary intensifiers, like very or best. 
• Avoid negative phrasing. Skip humor; it often confuses. 
• Don’t lecture readers; talk with them. 
• Quote laws only when essential.

Organize information for your readers

Understand Your Reader:

• Who is your audience? Content may serve multiple groups.
• Why are they here? Identify what they want to know or find.
• What do they want to do? Readers seek action, not just information.

Meet Reader Needs:

• Make actions clear and simple.
• Place key information first. On web/mobile, users avoid heavy scrolling.
• Readers scan, not read. Use headings, keywords, and eye-catching elements.

Tips to help users find what they need

• Start with the most important words. Readers notice the first two words in headings, first two lines in paragraphs, and first two paragraphs on a page.
• Create clear sections.
• Use hard returns to split long paragraphs.
• Add subheadings for more than two consecutive paragraphs.
• Number steps or processes.
• Use lists or tables for complex content, like items, steps, or hierarchies. Break sentences with multiple items into bulleted lists.

Use headings & subheadings

Headings and subheadings build a visual structure. They help users find content fast. Strong headings boost SEO in web copy. Keywords, the terms users search, drive SEO.
Readers should grasp a document’s essence from headings alone. On phones or tablets, headings may be the only visible text.

• Headings need clear communication, not creativity. Ask: “Does this heading work standalone?”
• Focus on the first two words. Readers notice them most. For example, avoid starting with “The Affordable Care Act”; lead with reader impact, like “Save Money.”
• Use uniform heading styles, like questions or statements. Left-align for easy scanning.
• Avoid vague headings like “Introduction” or “Overview.” These waste space for meaningful info.
• Active voice and positive phrasing work best. Use passive voice if it prioritizes key content or keywords.
• Incorporate numbers in headings. Examples: “3 Steps to File a Claim” or “Medicare Covers 7 Tests.” Numbers grab attention.

7 tips for effective headings

• Use 8 words or fewer. Ensure standalone meaning.
• Headings must be clear, unique. Use active voice.
• Make headings descriptive, strong. Include numerals.
• Skip generic headings. Use positive statements.