First questions to ask:
"Note: you must apply by..."
does not jump out to the skim-reader unlike
"Deadline for applications:"
Example of strong lead sentence:
Personal and Professional Development is here to help you develop yourself and your career.
Example of weak lead sentence:
Whether you are a current or prospective student, or you simply want to find out more about our teaching and research activities, we hope these web pages will provide you with the information that you need
Interested persons, on or before 15 June 2007, may submit to the Principal, Tower Building, University of Dundee, DD1 4HN, written comments regarding this proposal. Faxed comments will be accepted at (01382) 229948. To submit comments electronically, go to this site:
is better presented as
We invite you to comment on this proposal.
Deadline: 15 June 2007
Submit written comments
by mail to
University of Dundee
by fax to
A wall of text acts as a barrier. Break your information up into chunks.
Bulleted lists can make information easy to grab.
- The kitchen is for cooking.
- The bedroom is for sleeping.
- The bathroom is for washing.
If you arrive in Edinburgh on a flight from an airport outside the UK, then...
This means people don't waste time reading information that is not necessary or relevant to them.
'You must register and arrange to pay for your classes before you arrive'
is preferable to
'the student must register and the fee payment process must be started prior to arrival'
Worst: The passive voice should be avoided
Bad: The passive voice should be avoided by writers
Better: Writers should avoid using passive voice
Best: Writers should use active voice
Avoid long mission statements and long introductions or welcomes.
Users should never have to guess where they are going or what they need to click on. Help them to find the easiest route possible through your site.
References and resources
Times Higher Education, Student Experience Survey 2010-2015