Writing & content

People use websites, apps, and digital experiences to get things done. Words shouldn’t stand in the way—they should help folks accomplish tasks and achieve their goals. Clear, concise copy is the answer.

We use plain language to create accessible and useful experiences. Plain language is the use of everyday words, uncomplicated sentences, and helpful structure in your writing.

Write so everyone can easily understand what you’re communicating:

• Start a conversation—use the language your audience uses
• Be concise—eliminate excess or redundant words
• Organize your information—use headings, lists, and short sections

Conversational language is friendly and direct, but not overly chatty. It helps remove barriers between users and the interface so people can efficiently move through a task.

Point of view

Write like you’re having a conversation with one person. Addressing the reader as “you” helps people relate to what you’re saying. It’s ok to use first person (we, our, us) when referring to the co-op.

Examples:

• Your membership never expires—pay just once, enjoy forever
• We do all the packing and planning—all you need to do is show up and have fun!
• Earn a $30 bonus card when you join the co-op

Active voice

Write in an active voice to provide clear, direct information. Passive voice is indirect, wordier, and can confuse your audience. You can often spot passive voice when a sentence contains a form of “to be,” such as “was,” “have been,” and “could be.”

Examples:

In an active sentence the subject performs an action, making it clear who does what:

• We updated your membership information
• You create and maintain your Online Account. REI staff maintain your REI Membership.

In a passive sentence, the subject receives the action:

• Your membership information has been updated
• Online Accounts are created and maintained by the customer, whereas the REI Membership is maintained by REI staff.

Contractions

Use common contractions to make your writing more personable and human. Avoid overly formal writing unless the situation requires it (like legal copy).

Examples:

• We have a feeling you'll love them, too
• Members, trade in gear that's ready for more
• Nature doesn’t waste a thing. We can do the same.

Readers want to scan content and move on. Removing unnecessary words and getting to the point will help people on their way.

Write with clarity

Filler words and phrases make sentences unnecessarily complicated. After you’re done writing, review your work to see what you can remove.

Prepositions (to, on, for, etc.) are sneaky—they’re often a sign of unnecessary phrases.

Instead of:

• In order to, say to
• In the event of, say if
• At this point in time, say now
• Be able to, say can

Adjectives and adverbs like “totally,” “very,” and “really” are common in everyday speech—but often unnecessary in writing. Ask if the extra emphasis is needed, or if you can strengthen your writing by removing modifiers.

Instead of:

Our new design will hopefully make a very significant impact for our amazing customers.

Write:

Our new design can make a significant impact for our customers.

Write shorter sentences

If a sentence runs long, break it up. Try sticking to one idea per sentence.

Instead of:

Don’t overuse notifications, instead use them sparingly and reserve them for situations where the user's immediate attention is required.

Write:

Don’t overuse notifications. Reserve them for situations where the user’s immediate attention is required.

Breaking up your content into shorter chunks helps people scan and understand. Organized content is also good for accessibility and SEO.

Structure

Use semantic header tags (H1, H2, etc.) to show content hierarchy and support accessibility. People who use screen readers often navigate a page via headers.

How to use headers:

• Reserve H1s for the page title—there should be only one unique H1 per page
• Use as many H2s and H3s as needed. Most content doesn’t need to go deeper than an H3 unless it’s a complicated topic
• Don’t skip header levels. An H2 must be followed by an H3, and so on
• Work in keywords when possible. Header text is weighted slightly higher than regular body copy for search engines

Lists

Lists break up lengthy content and help users focus on what’s important. If you have a dense paragraph (especially one with items separated by commas) consider turning it into a list.

When creating a list:

• Use a lead-in sentence or phrase to introduce your list when possible
• Avoid nested lists, which are complicated to scan
• Use parallel construction so the list contents are in a consistent format (for example, start all items with a noun or verb)
• Use a numbered (ordered) list when describing steps in a process

Progressive disclosure

Give people the info they need, when they need it. Don’t overwhelm by providing everything all at once. Consider breaking up longer forms and workflows into chunks.

Instead of:

To trade in gear, round up the pre-loved gear you want to trade. Check its trade-in eligibility and credit value online. Next, ship it for $6 (we supply the label) or bring it to your local REI store. Once your trade-in is complete, we’ll email you an REI gift card!

Write:

1. Gather your gear Round up the pre-loved gear you want to trade in. Check its trade-in eligibility and credit value online.
2. Mail in or drop off Ship it for $6 (we supply the label) or bring it to your local REI store.
3. Get your gift card Once your trade-in is complete, we’ll email you an REI gift card!

For guidance on how to write for Cedar UI elements like buttons, toasts, banners, and more, see the documentation for each component.

For extensive guidance on the REI general copy style, see the REI Style Guide. More UX writing guidance and info about content design at REI can be found in the Content Design Hub.