What is plain language and why does it matter?
Plain language isn’t about oversimplifying your text or changing your messaging. It’s about making it easier to understand.
The wording, structure and design of a communication should be clear enough for the intended audience to find, understand and use the information they need.
“If you simplify your English, you are freed from the worst follies of orthodoxy.”
– George Orwell
What is it?
• No jargon
• Every word serves a purpose
• Skimmable structure
• Easy-to-find info
• One topic per paragraph
• One idea per sentence
• Conversational tone
• Active voice, present tense
• Shorty, punchy sentences
• All the information is in the text
• Accessible reading age
• Inclusive language
You can (and should) always tailor your tone and voice to match your brand and your audience, while still making your communication accessible to everyone. In short, It’s about treating customers fairly – and in most sectors, it’s a regulatory requirement.
Firms must communicate information “in the manner and form most likely to be comprehensible to a customer and in good time, having regard to their expected ability to comprehend information, including the abilities of customers with characteristics of vulnerability.”
– The Financial Conduct Authority
Confusing communications often arouse suspicion
What are you trying to hide? By enabling your users or customers to understand your core message and offerings, you can avoid misunderstanding from poor communication, build trust and loyalty, and differentiate yourself from your competitors.If people don’t understand an overinflated message because it’s pumped full of jargon, they’re unlikely to read it all. Plain language takes all literacy levels, cognitive abilities, environments, and personal challenges into account, so everyone can understand and respond to your message.
Fairness means “consider[ing] how [providers] can adapt their services and communications to meet individual tenants’ needs.”
– Regulator of Social Housing’s Consumer Standards
Cutting out the complexity
Language isn’t a salad bar, with limp, bland words serving only to fill a gap. Crafting clear, meaningful content is like designing the perfect menu. The right ingredients of carefully-sourced, selected and paired words that balance context and meaning. I don’t just cut words; I ensure every element serves a purpose, so your message is consistent, meaningful, and memorable.But plain language is about more than words.
Sometimes clarity means using an infographic, image, QR code, or even nothing at all.
Sometimes it can be created with the right analogy or metaphor to make even the most complex ideas memorable and easy to digest.
Why choose my plain language editing service?
I’ve always been a fan of clear communication, but I was an amateur until I took a job at the British Embassy where my role included writing diplomatic telegrams for ministers.
There I learned from the masters. Aware of competing demands on ministers’ time and attention, diplomats ruthlessly edited our drafts, restructuring paragraphs and slashing adjectives before sending them back for more work. This game of word ping-pong went on for hours, sometimes days. Telegrams always had a punchy title and were in an easy-to-read font. They signposted the reader to the policy lead, any action required, key dates, and other essential information. The result: Busy ministers could absorb important information and make informed decisions quickly.
My later career in languages made me obsessive about crafting language to convey meaning clearly, accurately, and concisely. But it’s my neurodivergence that’s made me the most aware of the importance of plain language. Lived experience has shown me how vague or ambiguous information presents a huge barrier to accessing products, services, employment and opportunities.
Together, we’ll make your message memorable. I ask the right questions, offering a range of options for you to choose from, while taking on board your preferences. Regular clients get access to a tailored databank containing a glossary, impactful quotes, ready-to-use stats, graphics, and a summary report with further suggestions.
The Result?
Communication that’s not only inclusive and compliant, but engaging, memorable, and genuinely useful for everyone – especially those with atypical brains.
Ready to upgrade your communications?
What our Clients say
Councillor Chris Hayden
She went above and beyond and made the leaflet much more accessible to my target audience. She responded promptly and moved quickly to meet an incredibly tight deadline. Provided with bullet points and a general thrust of the intended outcomes Ruth went to task and composed a thoroughly well researched document written in a style that far exceeded my expectations. From start to finish I received a professional service. I could not be happier with the outcome or the time it took for delivery
Helen Pennant, First Secretary, Labour and Social Affairs, British Embassy, Paris
Ruth’s ideas [for the State visit event] showed a high degree of creativity e.g. in thinking up ways of making the event more coherent and relevant to the students. She has also introduced a number of innovative ways of managing information for the team such as electronic storage.
Trusted by organisations across sectors:
FAQ
Plain language isn’t about “dumbing down” – it’s about smartening up. It means saying what you mean, clearly and directly, so people don’t have to waste time deciphering what you actually meant.
Whether someone’s scanning on a phone, stressed, tired, or just neurodivergent (hi!), clear communication means fair communication.
You’d think so. But common sense isn’t always common practice. Most organisations are so used to internal jargon and filler words that they forget what it’s like to read their content for the first time.
Plain language strips things back to what matters. That’s not just good accessibility – it’s good UX, good customer service and good ethics.
Think of it this way:
If your message is vague, overloaded or written like a tax form, neurodivergent people will spot the problem immediately – and disengage just as fast.
We often deal with information overload, decision fatigue, or working memory challenges. Plain language reduces cognitive load, removes ambiguity, and makes it easier to act. It’s not a nice-to-have; it’s a game-changer.
Yes. In many sectors – from finance to healthcare – regulators require you to communicate clearly and accessibly. But even if they didn’t, confusing customers just isn’t a good look.
Plain language builds trust, reduces complaints, and helps people make informed decisions. In short: it’s risk reduction wrapped in common sense.
We don’t just chop adjectives or fix typos. We question everything. Does this word serve a purpose? Is this the best format? Would a checklist or graphic be better than this paragraph? Do you really need that sentence?
Then we rewrite it – clearly, accessibly, and in your voice.
You also get options, templates, and if you’re a regular, a custom resource bank full of useful stuff.
Get in touch – we love this stuff, and we’re happy to review your wording, explain the rules, or help you say less, better.