On average users look at your webpage for only 10-20 seconds.

Create easy-to-scan pages with  simple clear text and easy to identify links. This improves usability, accessibility and Search Engine Optimization (SEO).

Every word that is not needed should be deleted.

Avoid Welcome Messages

Everyone by default is welcome!

Important Information First

Simple Words and Tenses

When possible, use simple words and tenses.

Clear Descriptive Headings and Subheadings (h1,h2,h3)

Headings indicate to screen readers, search engines, and regular users, the key topics  on your pages. Proper use of headings is good for accessibility and SEO.

Short Sentences and Paragraphs

Chunking Content –  The Importance of Formatting

Pronouns and Active Voice (with the exception of headings)


Links labels should be clear, descriptive, and easy to understand. A clear label is easier to All users, especially screen reader users. It also improves SEO.

A user should know what will happen or where they will go BEFORE  they click on a link!

File Names

Consistent human and machine readable and sensible file names.  It is  easier to find the image or document in a Google search. It is also easier for you to find your document in 2 years from now when you have forgotten what you called it!