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5 Plain Language Tips from Our ClearMark Award Win
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Anthro-Tech's redesign of Washington State Employment Security Department's "How to apply for unemployment benefits" page earned a ClearMark Award from the Center for Plain Language.
The Center for Plain Language's ClearMark Awards recognize North America's best in plain language communications. Our work showcased how user research and plain language transform high-stress, complex processes—like applying for unemployment benefits—into clear, actionable guidance.
The Project That Earned Our ClearMark Award
We started with a stark reality: only 17% of people could find what they needed on Washington State Employment Security Department's unemployment benefits page. For people facing job loss, that meant barriers to critical support when they needed it most. The old page frustrated users with multiple columns, small fonts, and dense bureaucratic language—especially those with diverse backgrounds and digital literacy levels.
Through research with 320 English and Spanish speakers—tree tests, usability studies, and accessibility evaluations—we heard stories of frustration from people who had recently lost jobs. Every decision flowed from this feedback. We rewrote complex language with clear, direct instructions and structured each step for fast, stress-free scanning. The transformation was dramatic: findability jumped from 17% to 88%, and the new page scored a 72 on the System Usability Scale, well above the industry benchmark of 68.
Wow! The thorough user testing is evident in the final product – great job! You all did a wonderful job with a very complex topic, making a potentially overwhelming experience feel manageable. So important – especially considering the stress that people are usually under when they get to this page!— ClearMark Award Judge
5 Plain Language Tips for Your Content
1. Write for Real People, Not “The Public”
Avoid abstract terms like “applicant” or “user.” Speak directly: Say “You’ll need your Social Security number” instead of “Applicants are required to provide…” Remove jargon and speak to the human you are trying to help.
2. Test Early—and Often
Don’t wait until your content is final to see if it works. Test headings, links, and navigation with users early and frequently. Small adjustments based on feedback can dramatically improve findability and help people complete tasks quickly.
3. Make Content Scannable
Use simple headings, short bullets, and bold key actions. When thousands of visitors arrive to your site under stress, they need to quickly spot phrases like “start your application” or “required documents” immediately. Don’t make them read fine-print to find their next step.
4. Measure What Matters
Beyond page views, look at first-click success rates, direct navigation paths, and system usability scores. This confirms that people not only find the page but actually complete their tasks.
5. Bring Empathy into Every Step
Plain language is part of good service. We conducted usability sessions with people who had recently lost jobs to ensure the tone, phrasing, and link placement were sensitive to real-world stress. Human-centered content improves both metrics and user satisfaction, making challenging processes feel manageable.
Bringing Clarity to Critical Services
For government agencies, clear communication is a critical form of public service. Whether it’s navigating job loss, enrolling in healthcare, or applying for a license, human-centered content is the difference between relief and frustration. Here’s how we help:
Social Safety Net and Benefits
We audit content, rewrite confusing instructions, and set plain language standards—so staff can create content that helps people quickly access food, housing, and income support.
Health and Human Services
We simplify eligibility and care information, define roles for content contributors, and maintain plain language across departments—so vital services aren’t buried in legal or technical jargon.
Licensing, Certifications, Permitting
We streamline permits, applications, and licensing content through user research, audits, and plain language workshops—so people can get their license or permit without making a phone call.
A Single Page Can Shape Someone’s Future
When public services are hard to understand, people give up or go without. Confusing government websites frustrate users and increase support costs. Our work, backed by research and smart content strategy, improves usability, reduces calls to staff, and helps agencies achieve their goals more efficiently.