How to write high-quality, user-friendly content

How people read online

People don't read web content word-for-word – they scan. They're looking for quick answers and want information they can understand immediately.

This means your content needs to work harder to be clear, direct and easy to digest at a glance.

Key principles for web writing

Follow these principles for user-focused content that works for everyone in NSW.

Write in plain English

The clearer your content, the fewer queries you'll receive: Write the way you speak and get straight to the point. 

Plain English helps everyone find and understand information quickly, no matter their ability, age, background or device.  

Aim for a reading age of 12 to 14. It isn’t about dumbing down – it’s about communicating effectively. Learn about reading levels. 

Don't assume people know technical terms or acronyms. Spell it out for them.

And read your content aloud to check it sounds right. Come back to it tomorrow if you're not sure.

Keep it brief

Use short words and sentences. Break up content into small sections with clear subheadings so it’s easy to scan and understand.

Put the most important information first, and make sure every page has a purpose.

Use active voice

Active voice shows who is responsible for an action.

• Active: You must submit the form by Friday.
• Passive: The form must be submitted by Friday.

Write inclusively

Use inclusive, respectful language that works for everyone in NSW – people of all abilities, ages and backgrounds.

Choose gender-neutral terms, and avoid slang and idioms for culturally and linguistically diverse audiences.

Learn about nsw.gov.au and accesibility standards and how OneCX prioritises accessibility.

Writing for AI and search

The way people search is changing. Over 70% of people use AI tools (chatbots like ChatGPT, Claude, or Copilot) for search.

And as you know, when you search on Google, AI overviews often appear at the top of the results.

This makes plain English more important than ever. AI relies on structured, clear content to give accurate answers. 

When you write in plain English, you're not just helping human readers – you're helping AI tools surface your content properly. 

Structure

The more professional your content, the better it performs in both traditional and AI-powered search.

To achieve structure:

• write clear heading hierarchies (H1, H2, H3)
• break up information into chunks of a few sentences
• add subheadings and bullet points
• briefly explain the relevance of the content in the page summary
• finish with a clear takeaway.

Currency

Set up a schedule for reviewing and updating content. Check accuracy, logical flow, performance and SEO.

• Every month, use Siteimprove to check for broken links, mispellings and style errors.
• Every quarter, check key content.
• Every 6 months, check all content. 

How to check your content

Test your content's readability to ensure it's accessible to all users.

Useful tools include Siteimprove and the editor function in Microsoft Word.

Check whether any tools are whitelisted (approved for cybersecurity) by your agency. 

Training for agencies

When agencies take over the editing of their site post migration, they will have comprehensive training and support. Go to Training and skills uplift.