Writing for Clear, User-Focused Communications
Clear, concise content helps students, employees, and community members quickly find and understand the information they need. Whether writing for the website, marketing materials, emails, or print publications, our goal is to communicate in a way that is accessible, useful, and respectful of our audience’s time.
People rarely read communications word-for-word. Instead, they scan for key information and look for clear next steps. Effective writing helps readers quickly understand what matters most and how to act on it.
Know Your Audience
Effective communication begins with understanding who you are writing for and what they need to know.
Our communications typically serve a wide range of audiences, including:
- Current and prospective students
- Current and prospective employees
- Community members, organizations, and business partners
Because our audiences vary widely in background, experience, and familiarity with higher education, content should be written in clear, accessible language that most readers can easily understand.
When writing, focus on what the reader needs to know and what action they should take. Whenever possible, include a clear call to action, such as Apply Now, Register for Classes, or Contact Admissions.
When communicating specialized or technical information, use plain language whenever possible and briefly explain unfamiliar terms the first time they appear.
Goals for Communications
- Empower. Help readers understand what we offer and how they can benefit from our programs, services, and opportunities.
- Educate. Start with the most important information and build from there. Present information in a logical order that helps readers quickly understand the topic.
- Understand. Write from the audience’s perspective. Focus on what readers need to know and present it in clear, accessible language.
- Respect. Use straightforward language and avoid unnecessary jargon. Communicate with readers, not at them.
- Be Authentic. Write in a clear, human voice that reflects our role in supporting students and serving the community.
Writing Principles
To support these goals, our communications should be:
- Concise. Use clear, direct language. Prefer shorter sentences and simple words whenever possible.
- Useful. Before writing, ask: Who is the audience? What do they need to know? What action should they take?
- Structured. Organize information so the most important points appear first. Break up long content using headings, lists, and short paragraphs.
- Personable. Avoid higher education jargon and unnecessary acronyms. Write in a professional but approachable tone.
- Appropriate. Adapt tone and level of detail depending on the audience, topic, and format.
Put the Most Important Information First
Whether writing for print or digital communications, lead with the most important information. Readers should quickly understand the key message without needing to read the entire piece.
A helpful approach is the inverted pyramid, which presents information in this order:
- Key information — What readers need to know immediately
- Supporting details — Important context or explanation
- Additional information — Background, resources, or secondary details
Helpful Writing Practices
- Use short paragraphs whenever possible
- Break up long content with meaningful headings
- Keep sentences clear and easy to read
- Focus on what matters most to the reader
Avoid opening pages or materials with generic “welcome” language. Instead, begin with useful information that helps readers quickly understand the content's purpose and what they can do next.