3. For question #2, explain how your new post successfully addresses the three main objectives of Plain English writing as discussed in class. Provide a detailed breakdown of each objective. (9 Marks)
Objective 1: Find what they need
The revised post is designed to allow the reader to be able to easily find what they need out of the introductory information I have provided. While following the objectives of plain English and using the format best used for internet content (F-Pattern) I was able to create this content using strategies that will lead this post to success.
This objective’s main purpose is to highlight the importance of making key information easy for the reader to find. To do this we used clear, structured content. By using a clear opening statement “transform your space with BellePrintedPaintings” this clarifies exactly what the post is about without having to dig through the content. The headline should serve as a strong starting point for the rest of the introduction and hook the reader into wanting to read more. This is essential for scannability. Additionally, the post is broken up into small sections presented in a clear, logical way that guides the reader from the headline to the benefits, and then to our CTA. The benefits are bolded for easy scalability as well. I wanted to make sure to emphasize any key elements and have a bit more additional information that is not needed for the reader to know what I am talking about but adds extra context if the reader feels like actually reading more. The call to action was also bold and underlined showing that this is the action I want to emphasize.
We learned in class that for web readability it is important to lay things out in the F-pattern because of how people’s eyes naturally scan the page. My image being in the top right quickly tells a story but it does not take away from the headline that draws people in more. People tend to start at the top left read along the page and then quickly scan down the left side. This is why I bolded the most important words for the benefits so that when performing this scan on my page they would pick up these benefits better than they would in my previous introduction. I also used the bullet point list to follow the best practices of the f-pattern. This strategy also makes it extremely easy to utilize plain English without making it seem like I am illiterate. Ultimately, the headings and bolded and underlined words were used to accomplish the objective of making it easy for the reader to find what they want to know more about and guide them down the page logically.
Objective 2: Understand it
This objective of plain language emphasizes the importance of simplicity. In pain language, we want to make sure that anyone in our audience can understand what we are trying to say, avoiding complex sentences and jargon so that they can quickly catch on to our messaging and empower them as readers within seconds. Using phrases like “bring the outside in” and “feel the benefits” ensures that we are using simple words and phrases that resonate with everyone in the audience, rather than using more technical terms. This makes sure the text is understandable to a large audience, not just people who are knowledgeable about home decor.
We utilized an active voice in this introduction which makes sentences shorter and more direct. This encourages the reader to take action. For example “BellePrintedPaintings makes it easy to fill your home with beauty and tranquillity” is more straightforward than the passive approach taken in the first assignment introduction. Along with the consciousness of short paragraphs, phrases and headlines, this ensures that the introduction is broken up into more digestible pieces. This helps the reader understand because they will not get overwhelmed in a very short period that we want them to read and understand our message. Each sentence is clear and highlights its benefit which leaves no room for confusion. The bullet point list is great for this objective in making the content easy to understand because it allows the reader to quickly identify the benefits that resonate with them most rather than searching through paragraphs trying to remember what has been spoken about and why it’s important to them.
Objective 3: Use it to fulfill their purpose
This objective emphasizes the ultimate goal of our message which is to help the reader find their desired outcome, which in the case of my business is to purchase. There can be many fulfilling messages we may send out to engage the reader and keep them interested in my content but it always comes back to them having a purpose and us wanting to fulfill that purpose quickly and sufficiently. For this introductory content, I wanted to highlight the main purpose of my site and not confuse anyone, this is why I used the words “shop” in my clearly defined CTA. Also, mention “collection” so they know that there are many options to choose from. The action-oriented phrase I chose was intended to tell the reader exactly what I want them to do next and leave no room for confusion. The CTA was also strategically located towards the end of my introduction so that the reader had already had the chance to skim through the benefits of my product. This strategy is laid out in a logical format for if the reader is following the F-pattern standard way of reading which makes this an obvious next step.
The wording used in my CTA is intended to create a sense of excitement and urgency by saying “Now!”. If the reader has gotten far enough to read my CTA it indicates that they have an interest in the benefits of my product and need a clearly defined motivator to go to my page and shop my collection. Following plain language and an active voice this CTA would be successful in prompting the reader to take the next step and purchase my painting to secure the benefits they provide. When writing for the user’s motivations. This way of speaking pushes them to make a decision now instead of waiting for a better time. No matter what the CTA is, the intended benefits are most important for reminding the reader of the purposes we are fulfilling. Which in this case, is enhancing the atmosphere they live in and bringing the outdoors in to provide a sense of calm in their space. We must understand our audience as well as the platform we are speaking on to effectively fulfill their purpose and encourage them to take action.
a. Describe one specific technique you used to improve readability in your revised version and explain why it is effective. (4 Marks)
One specific technique I used to improve readability in my revised version is concise and structured sentences that organize my messaging in short sentences that have a logical flow. This ensures that my content follows all objectives of plain language and F-pattern and is easy to find, understand, and act on.
I did this by simplifying language and removing clutter. My original introduction contained longer active sentences that made it harder for the reader to absorb key messages quickly. The new revised version removed any unnecessary words and gets straight-to-the-point verbiage that strays away from the message I am trying to get across. Using short to-the-point sentences like “bring the outside in” and “feel the benefits” makes it easier for readers to instantly grasp the main idea without having to filter through long complex paragraphs.
Online readers tend to scan content instead of reading every word carefully so the new version follows the techniques taught to follow F-Pattern scanning. Prioritizing the first few words of each line and making the most important information in bold is also key for natural reading and scanning patterns. Using action-oriented phrases engages the user and encourages them to the next steps. Phrases like “relax, refresh, reconnect with nature” are used as an immediate emotional hook, drawing readers to the clear benefits I have provided like “customize your space”, which also encourages interaction with the product.
Writing in this way improves readability for all audiences and helps it address benefits that pertain to each segment. My audience includes nature lovers, home decorators, and businesses fooking for artwork, all with different levels of familiarity with my brand so this technique is crucial for speaking to each of these people’s interests in my introduction. By using concise, structured messaging the revised version removes any barriers to understanding for the intended audience. Making it easier to read, more engaging, and actionable. This directly supports the main objectives of plain English writing which helps readers find information, understand it, and use it effectively.
b. What was the most challenging aspect of applying the F-Pattern and Plain English writing principles? How did you overcome it? (5 Marks)
I am enjoying learning to write for f pattern and the web I feel like it comes pretty naturally to me and the concept makes a lot of sense. The challenge I do see having with it is being able to keep content concise for readability while making sure to optimize engagement. Making sure that the messaging is brief while still having a strong impact on the reader is easier said than done. In my original version, I provided information more traditionally and descriptively. However, this is not beneficial for scannability and engagement for F-pattern and plain language criteria. I had to optimize the first few words in each line to ensure I didn’t lose their attention or dilute the message with too much useless jargon. The challenge was condensing the information so that the key points stood out immediately without feeling too direct or lacking details. Applying plain English is difficult because it requires me to remove any unnecessary complexity while still keeping the messaging persuasive, clear and correct.
The strategy I used to structure my revised version concisely for readability while also optimizing engagement was putting the most important information so that it appears at the top in bold and along the left side to follow the F-pattern structure and create easy readability for the reader. The opening phrase “Transform your space with BellePrintedPaintings” serves as the hook for my entire body of content and is intended to speak to all segments of the audience and get them to understand the purpose of my content. Incorporating bold headings emphasized the most important words I wanted the reader to be aware of so that they could easily scan and still understand and absorb the key benefits they are searching for and that resonated with their purpose for wanting to learn more. This approach allows readers who only skim to find, understand, and fulfill their purpose,
I also overcame this challenge by breaking up text into bullet point lists with short scannable phrases to match the way people read online. The key way I overcame this challenge was by making sure every word counted. I replaced my longer sentences with short phrases with simple direct wording in an active voice like “feel the benefits”. Instead of explaining the concept in detail, I let the key phrases speak for themselves. To do this I had to take into account what the readers already know and then assess what they need to know moving forward. If something felt unnecessary to this purpose I simply removed it and this way I could come up with phrases that evoked more clarity to the web reader.