The WriteMark® criteria were developed from rigorous research and testing. They’ve been used to assess hundreds of documents and webpages.

When your content meets the criteria, it is much more likely to connect with its intended audience, get the results you want, and enhance your reputation.

The WriteMark® assessors are expert in all aspects of clear communication. They have extensive experience in applying plain language to different types of content for diverse audiences.

Understand the criteria

To achieve the WriteMark®, your document or web content must meet 25 elements in five areas.

Structure

The structure must be clear and logical to the intended readers. The headings must be informative and signpost main messages. The purpose must be clear upfront.

Content

The content must support the purpose, be relevant, accurate, and likely to answer readers’ questions. Any graphics and visuals must add value.

Language

The language must be clear and easy to read and absorb, with short and straightforward sentences, precise and familiar words, and a reader-friendly tone. Any jargon, legalese, or technical terms must be explained.

Grammar, proofreading, and style

Grammar, proofreading, and style must be applied consistently and soundly to create error-free content. The content must follow any relevant writing, style, or brand guidelines.

Layout and overall presentation

The layout and presentation must support accessibility and readability with plenty of white space, visual contrast, readable fonts, and good use of colour and other visual elements.

WriteMark® Plus adds user-testing

Along with an expert written review, the WriteMark® Plus criteria include user-testing with real readers. You’ll apply feedback from testing to get even more reader-focused documents and web content.

Explore Write’s services for document user-testing

The WriteMark® Design Guidelines

The WriteMark® design guidelines cover four main areas.

• Text and headings
• Spacing and margins
• Graphics and colour
• Navigation

The guidelines ensure documents are inviting and easily legible. They favour simplicity over complexity, and support a clean, open, and accessible reading experience (without compromising brand look and feel).

Download the WriteMark® Design guidelines below. You’ll be subscribed to the Write newsletter. You can unsubscribe any time.

Download the WriteMark® design guidelines

Learn about the assessors

Plain-language experts from around the world are used as accredited assessors. The assessor for your document will have experience and expertise in the type of document and sector you work in.

Each assessment is peer reviewed to make sure that it’s consistent and fair.

Anne-Marie Chisnall

• Deputy Chief Executive at Write Group
• WriteMark® assessor and plain language consultant
• 20+ years of experience in plain language
• Member of advisory board of Kimble Center for Legal Drafting
• Lead judge for the ClearMark Awards
• Contributor to plain language forums and conferences

Eleanor Meecham

• Content Services Leader at Write Group
• Plain language consultant
• 10+ years of experience in plain language
• WriteMark® assessor and coach
• Quality process leader

Frances Gordon

• UK ambassador of Plain Language Association (PLAIN)
• Expert Contributor to the British Standards Institution for the International Plain Language Standard
• 20+ years of experience in plain language
• Director of Narratology — UK
• Co-founder of Simplified Communications — UK
• Speaker at international plain language conferences

Lynda Harris

• Creator of the WriteMark® and WriteMark® Plus
• Founder and Chief Executive of Write Group
• Member of the International Plain Language Federation working group on standards
• New Zealand representative of Clarity International
• Author of Rewrite, a handbook for creating a plain language culture
• Winner of the Christine Mowat Plain Language Achievement Award in 2015
• Speaker at international plain language conferences

Ryan Tippet

• WriteMark® Specialist
• Plain language consultant at Write Group
• Experienced writer, editor, and communications and media adviser
• Holder of PhD in Communication
• Contributor to international plain language journals