Clarity Tips
Clarity Comes First
Users don’t read web pages word for word — they skim. To make sure your content is easy to understand, write for quick comprehension.
How to write for comprehension:
- Be clear and brief. Use plain language and avoid unnecessary words.
- Lead with what matters. Place the most important information at the top.
- Use structural cues. Break content into sections with descriptive headings, subheadings, and lists.
- Guide the eye. Use bold text sparingly to highlight only the most essential points.
- Write for the F-pattern. Web users typically scan across the top, then down the left side — creating an F-shaped viewing pattern — make sure critical information falls in these areas.
Titles vs. Headlines:
- A title identifies the content: it tells users what the page is. Example: Admissions or Financial Aid.
- A headline expresses a compelling idea or benefit: it tells users why it matters. Example: Putting in the Work Pays Off.
- Use titles for navigation clarity, but headlines for engaging readers and pulling them into the content.
Frequently Asked Questions (FAQs)
FAQs should be a last resort, not a primary way to share important information.
They place both a cognitive and ergonomic burden on visitors: first, readers must scan a list of questions to find the one that matches what they are looking for, and if answers are collapsed in an accordion, they must also click to reveal the content.
That is two unnecessary steps between a student and the information they came to find.
A better approach is to just provide the answer. Reframing information as direct, action-based content makes it immediately visible and usable for students and, in most cases, also reduces the total amount of text on the page.
Example
The following FAQs and their answers...
Can be written as...
Apply through Apply Texas
The first step to applying is submitting an application through Apply Texas. After you apply, you will be sent an email with instructions for submitting additional application materials.
Find the complete application requirements in the course catalog.
Key takeaway
The easier your content is to scan, with the right visual balance of compelling headlines and text groups, the more likely your audience will understand and act on it. Always design for how users read, not how we write.
Updated 6/17/26