Usable Words

Language and writing

on the web and beyond

How I was taught to stop worrying and love the passive voice

Passive voice: back to the drawing boardAfter such a long absence, I feel I owe you a post that will make you feel better about yourself. So this is about something you do all the time. It’s something people have been telling you is wrong, even though they do it all the time too: using the passive voice. The passive voice is a much maligned but perfectly legitimate part of the English language, and I want to help you make friends with it.

I’ve wanted to write in defence of the passive voice for a long time, but I was prompted into action by a post from Glenn at the Divine Write Copywriting Blog. Glenn points out a headline that borders on nonsensical – “Facebook Note Removes Juror from Trial” – and convincingly argues that it’s probably the result of an awkward attempt to rewrite something that started off in the passive voice.

Writers are often taught to avoid the passive voice, especially in things like headlines. Glenn refers to this as a “grammar rule”, which is the one point where I part company from him. The passive voice is a completely normal part of grammar; there’s no grammatical rule that says you shouldn’t use it.

This is a bit of a hot button for me, so I pedantically posted a comment correcting Glenn. Fortunately he took this very graciously, and we’re now Twitter buddies and everything (yes, I’ve succumbed – I’m @angusgmelb if you want to follow me). But as McKean’s Law (named after another friend of mine!) would have it, I made another mistake in my correction: I said the anti-passive thing was a “usage preference”, but it’s not really that either. What it is is a style guideline.

Grammar, usage, style: these are three different things, and the differences are important enough to insist on. That’s something I should probably save for a future post. But just to be going on with:

  • A sentence can be either grammatical or ungrammatical. Therefore, grammar has “rules”. (Incidentally, this is something the so-called “prescriptive” and “descriptive” camps agree on. What they disagree on is how to decide what the rules are. If you’re under the false impression that descriptive linguists hate rules and believe that “anything goes” – or even if you’re not – please start reading Language Log immediately.)
  • As for usage, word meanings evolve over time, but if we want to get along it’s a good idea not to say “up” when we mean “down”. Therefore, usage also has “rules,” but they change faster than the grammatical ones. (At least that’s my impression.)
  • Style is different. Style is an aesthetic category, and aesthetics aren’t the kind of thing people reach consensus about. The most you can say is that style has guidelines. You can call these guidelines “rules” if you like, but they have no more authority than rules about what to wear with what, or what kind of knife and fork to use when. In other words, they’re the kind of rule that was made to be broken.

“Rules were made to be broken”, incidentally, is a pretty good example of a passive construction – a double passive construction, no less – that couldn’t possibly be “rewritten” in the active voice. Go on, try it.

But we’re getting ahead of ourselves, because one thing that emerges from this whole discussion is that most people only have a vague understanding of what the passive voice actually is. So let me try to clarify. read more >


How does something like this become good web writing?

Cut out the fat.

Break it up.

Plug in the keywords.

Add the links.

The call to action.

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Writing content for the world wide web web content is different from writing for brochures, magazines, or other print media. Good web copywriters know what web users need (the reasons they use the web, what they are looking for, and their habits), and how to help them get it. Here's what they do. There are five main elements of effective web writing.

1: Keep it web content short and relevant

First, Most web users don't have a lot of time and are doing several things at once - checking their email, updating their Facebook status, browsing newspaper sites, and maybe even working. Your target audience needs to know you're exactly what they're looking for...right away.

So the best thing to do is to write web content in short, punchy sentences. Write directly to the customer, as if you're talking to one person. And cut out anything that's extraneous, any words or phrases you don't need.

2: Lay it out for people who skim

Second, On the web people tend to skim, and they get intimidated by big, uninterrupted blocks of text. Use signposting methods such as

to break up the page and also to make your readers focus on your main points so that they are unmissable.

3: Use keywords strategically

Third, Although you're mainly writing for people, you have another audience: that audience is search engines. To make search engines such as Google love you, it's necessary to use keywords strategically, in web content but preferably without making your text read awkwardly.

4: Use links in web content to help people navigate

Fourth, well-written Web content should make it easier for people to find their way around a website. Use hyper links liberally, and make sure you always think about what's useful to readers when you decide on a label for them.

Finally, you should always try to 5: Include a call to action

Tell readers what you want them to do next. You'll be quite surprised how often they go ahead and do it.

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