Writing for Action

Always Write with a Purpose

Audiences don’t come to the SHSU website just to read information — they come to do something. That action might happen on the site, such as completing an RFI form, or off the site, such as emailing an office, calling for more information, or visiting campus.

Content should never be written as documentation for its own sake. Instead, it should guide users toward action, making it easy for them to understand what to do next and why it matters.

How to Write for Action

• Start with intent. Ask: What is the user here to do? Write every section with that action in mind.
• Be clear and direct. Use straightforward language that points users to their next step.
• Connect information to use. Don’t just explain a program or service — show how the audience can engage with it.

Examples:

• Instead of: The financial aid office provides information on scholarships and grants.
• Try: Explore your scholarship and grant options, then apply today through the Scholarships4Kats.

Appeal to Rhetorical Influences

Good persuasive writing often appeals to one or more of the three classic influences in rhetoric:

• Status (Ethos): Build trust by showing credibility and SHSU’s authority.
• Emotion (Pathos): Inspire users by connecting with their hopes, motivations, or concerns.
• Reason (Logos): Provide clear, logical explanations that help users understand their options.