Good writing gives your reader something: something to learn, to navigate, to do. (And hopefully not a headache from deciphering what you actually meant.) These tips will help ensure your communications are not only easy to read but faster to write—because who has time to craft the literary equivalent of IKEA instructions?

Why this matters (even when AI can write for you)

Sure, we live in an age where you can ask an AI agent to draft everything from emails to entire reports. But here’s the thing: knowing what makes good writing good is exactly what helps you spot when AI gets it wrong—or when you need to make it better. Think of these principles as your quality control checklist. Whether you’re writing from scratch or polishing an AI draft, understanding these fundamentals means you’ll always end up with something that actually works for your readers. Plus, someone still needs to know what “good” looks like, right?

Shorten your sentences (Your readers will thank you)

Simply stated, short sentences are easier to read. But remember that interesting writing relies on rhythm—think of it as the difference between a steady drumbeat and nails on a chalkboard. Aim for 15–20 words, but do mix it up with a few slightly longer sentences so your paragraph doesn’t sound like a robot wrote it during a coffee break.

A good rule of thumb: aim for one point or idea per sentence. Your readers’ attention spans aren’t getting any longer, and neither should your sentences.

Be active versus passive (Wake up those verbs!)

We often tend to write using the “passive” voice—probably because it sounds more official and important. (Spoiler alert: it doesn't.) Using the active voice makes your sentences direct, dynamic, and easy to read. Plus, you'll sound like an actual human being instead of a bureaucratic form letter.

Here’s an example:

Active sentence: Our client (subject) read (verb) the document (object).

The subject comes before the verb, so the reader knows what the subject (the client) is doing (reading) before we reveal what they're reading (the document). It's like good storytelling—no unnecessary suspense.

Passive sentence: The document (object) was read (verb) by our client (subject).

Notice how the passive sentence is wordier? It’s also doing that thing where it buries the important information at the end, like hiding the punchline of a joke in the footnotes.

Here’s a quick test: if you wouldn’t say it that way out loud to a colleague, don’t write it that way either. (Unless you regularly walk around the office saying things like “Mistakes were made by someone,” in which case we need to talk.)

Should you always avoid the passive voice? Not necessarily. Sometimes you genuinely don’t know who did something, or sometimes passive just flows better. But for the most part, active voice is your friend—the reliable friend who always tells you when you have spinach in your teeth.

Use pronouns to sound like a human being (Revolutionary, we know)

Using pronouns is a great way to make your writing less stuffy and more, well, human. Even if you're writing on behalf of an organization, resist the urge to refer to yourselves in the third person like you're royalty.

Instead of “Parcel believes that effective communication...” try “We believe that effective communication...” See? Instantly less pretentious.

Likewise, speak directly to your reader. Instead of referring to them as “customers” or “users” (which always sounds vaguely clinical), be conversational: “You can do this...” or “Your solution is...” It’s the difference between talking to someone and talking at them.

Write for your reader (Not your ego)

Jargon, acronyms, and buzzwords are everywhere—like the office equivalent of weeds. These insider terms are a lot like inside jokes: hilarious to the people who get them, mystifying to everyone else.

That doesn’t mean you need to dumb things down. If your readers live and breathe the same jargon you do, use it. Good writing isn’t always about being simple—it’s about knowing your audience and speaking their language. Just remember: if you wouldn't use that acronym at a dinner party, maybe spell it out the first time.

Don’t get bogged down in politeness (It’s okay to tell people what to do)

Communication is supposed to inform and help people get things done. So don’t be afraid to actually tell people what to do. Your readers are busy—they’ll appreciate the directness.

Don’t say: The document should be downloaded. Do say: Download the document.

Don’t say: Applicants are advised to read the job profile. Do say: Read the job profile.

While we’re at it, watch out for confidence-killing words like “just” or “simply”—as in “simply download the document.” (Because apparently downloading things is child’s play, and anyone who struggles with it must be particularly dense.) When you hedge like this, you automatically slip into longer sentences, passive verbs, and corporate speak. Nobody wants that.

You don’t need to invent more nouns (The world has enough already)

Nominalization—or “nouning,” if you’re feeling casual—is when you take a perfectly good verb and turn it into a clunky noun. It’s the writing equivalent of taking a sports car and adding extra wheels until it becomes a bus.

You can spot these linguistic frankenstein creations by their ability to make readers’ eyes glaze over:

“On completion of the task...” vs. “When you complete the task...” “We had a discussion...” vs. “We discussed...” “She made a suggestion...” vs. "She suggested...”

See the difference? The verb versions are shorter, more direct, and something is actually happening. Plus, your readers won't feel like they're wading through molasses.

Use headings and lists (Your readers are scanners, not scholars)

Let’s be honest: most people scan rather than read every word. (Yes, even this article. We see you.) Headings and lists are your friends—they break up intimidating walls of text and help readers find what they need.

A good heading should tell readers what they’ll discover below, not play coy. “Important Information” tells us nothing. “How to Reset Your Password” tells us everything.

For lists, stick to one point per bullet. And only use numbered lists when order matters—otherwise, bullets work just fine. (This isn't a military operation; it’s communication.)

Write accessible hyperlinks (Screen readers need love too)

Your links should actually mean something. They should tell readers exactly where they’re headed—partly for clarity, but also because not everyone experiences the web the same way.

People using screen readers often pull up a list of all links on a page. If those links are all “click here” and “read more,” it’s like giving someone directions using only “turn here” and “go there.” Unhelpful and slightly maddening.

Don't say: Check out my blog post. Do say: Read our article about writing accessible links.

Beyond accessibility, clear links help everyone navigate faster. Your readers should be able to scan, spot the links, and make quick decisions. Vague links send people on digital wild goose chases, and nobody has time for that.

Establish a style guide (Because consistency is surprisingly rare)

Consistency might be the hobgoblin of little minds, but inconsistency is the hobgoblin of confused readers. A style guide doesn't have to be a 200-page tome—just a simple document covering the basics.

Include your organization’s name (spelled correctly, preferably), how you write dates and times, and any frequently used terms. If you work on a team, this becomes even more crucial. There’s no point writing one way if your colleague is doing something completely different. Your readers will notice, and they'll assume one of you doesn’t know what you're doing.

Here’s a bonus: a well-defined style guide is also your secret weapon for directing AI content more strategically. Instead of getting generic output that sounds like everyone else, you can feed your style preferences into prompts and get content that actually sounds like you. “Write this email in our conversational but professional tone, using active voice and keeping sentences under 20 words” works a lot better than “write me an email.”

Think of your style guide as a living document—update it regularly, refer to it often, and watch your communications become cleaner and more professional. Your future self (and your readers) will thank you. ■