TL;DR

The most important things to know! If you skip all other sections, at least read this one

1. Try to always write in active voice. But, if the situation calls for some diplomacy or tact, passive voice might be a better fit.
2. If you can cut a word, without losing clarity, cut it.
3. Make it scannable and easy to digest. Use short sentences and paragraphs, but not to the point that it reads as choppy. Break up long blocks of text with subheadings or bullet points.
4. Choose the right words. If a shorter word can be as effective as a longer one, choose the shorter one.
5. Avoid jargon or technical terms when there’s an everyday equivalent that works.
6. Find small ways to add warmth and friendliness. Use humour when appropriate, but keep in mind that not everyone speaks English. Avoid specific pop-culture references, don’t be too cheeky, and keep it humble.
7. Lead your copy with a strong verb that encourages action.
8. Try to write at a Grade 7 reading level. Check out some of the helpful readability tools, like Hemingway (opens new window) or Readable (opens new window).