3. Take a look at St. Clair Colleges website. In relation to visuals, what would you propose to St. Clair College to improve/enhance this new website to effectively market to potential incoming local domestic students. Please provide three (3) recommendations and justify your answer with detailed reasoning. (9 Marks) 

1^st Recommendation –Video as Landing Page 

My first recommendation would be to use a video as the landing page of the website. The video should be broken down into several parts. As we know, attention spans are short, meaning the video on the landing page should be engaging and interesting enough and not too long or complicated. Otherwise, domestic students will simply not care for it, and it will defeat the purpose of using it in the first place. The video would consist of quick and effective clips highlighting different aspects of what St. Clair College offers to domestic students. It would include students traveling to get to St. Clair’s main campus through recognizable parts of the Windsor area.  

Furthermore, it would include students interacting with one another showcasing connectivity and community through various campuses such as the downtown and Chatham campus. It would also include clips of hands-on activities offered from some of the programs, such as labs, collaborations, and real-life projects. It would highlight recognizable awards and events that students can take part in, highlighting what makes St. Clair different from other colleges and universities. In addition to this, it would include clips of students involved in active clubs, sports, and volunteering opportunities to show authenticity and value in our institution. It would conclude with a zoom out of St. Clair’s campus with a text overlay of “Rise Above the Ordinary”. 

This works for a number of different reasons. As discussed in class, a landing page is one of the most critical components of any website. From St. Clair’s advertising efforts, people are constantly redirected to St. Clair Colleges’ main website. By using a video as a landing page, St. Clair can increase their conversion by a whopping “86%” (W9-C-Importance of Visuals (W25).pdf, Slide 3). What this means for local domestic students is that they immediately get a strong and impactful first impression by a video that encourages them to explore more as opposed to a photo of the main campus building (what is currently being used). Moreover, “90%” of information transmitted to the brain is visual (W9-C-Importance of Visuals (W25).pdf, Slide 8). By using a strong visual of a video right away on the landing page, domestic students immediately understand exactly how St. Clair can help them and their future. Instantly, they are engaged with a video that has emotional connection and makes domestic students feel heard, seen, and valued. They will be able to picture themselves in the same light as in the video. Not only so, but it actually motivates them to keep reading through the rest of the website. Domestic students can immediately comprehend what they can expect, encouraging them to move through the next steps of the sales funnel (the website). 

2^nd Recommendation – Infographics 

My second recommendation would be to utilize more infographics throughout the entire website. Whether this be on the home page, the programs pace, or the student info page, the use of infographics helps break down complex ideas into digestible chunks of information that is more interesting and easier to comprehend. Some of the infographics can include information on the following subjects: 

• Infographics on information on what makes St. Clair College different. Meaning, why domestic students should pick St. Clair College over other institutions. It would include quick and visually appealing information on the number of programs offered, a quick gauge of the average tuition, and more. 

• Infographics on the number of clubs and activities offered as well as parking, transportation, sports, and so forth. This helps people immediately visualize the number of different things St. Clair offers to domestic students. They can quickly understand how St. Clair College is both exciting and accessible. It could also include some infographics on step-by-step guides on how to apply, what to expect, career pathways, and so on. 

This is a great recommendation because it helps domestic students understand how St. Clair College is accessible, valuable, and impactful. They do not have to read large texts of information in order to understand this. Furthermore, they simply don’t have the time to look for all of this information. The website currently does not include infographics that break complex information into small chunks of visually engaging information. By utilizing infographics throughout the website, domestic students are far more likely to remember the information in their long-term memory as opposed to walls of text that they won’t remember after 3 days. They are much more likely to come back and investigate the college and its offerings further. 

At the moment, the website is not visually engaging enough, rather, it relies on using the same images as the hero and doesn’t break down large chunks of information into easily digestible chunks. It looks repetitive and doesn’t offer domestic students the ability to quickly process and understand information. This discourages them through the sales funnel and decreases interest in enrolling into St. Clair College. By utilizing infographics, domestic students can not only engage in the information because it is laid out in a visually appealing way, but it communicates critical information more effectively. It makes the information more persuasive and easier to act on. This helps students visualize themselves at St. Clair College much more efficiently than it currently does. 

3^rd Recommendation – Emotional Storytelling 

As it currently stands, St. Clair College utilizes pictures that are boring, look like stock images, and all together feel inauthentic. A lot of the pictures look as though students are posing in an unnatural way and lacks genuine emotions and implications. This is something that will not resonate with domestic students because it does not make them feel anything. They do not reflect the real experiences and community that they will be an apart of when enrolled at St. Clair College. Instead of this, St. Clair can utilize real images of students throughout their website. Whether this be in sports, clubs, real activities, or events, it will help showcase real and active students in day-to-day moments.  

As mentioned earlier on, incorporating real and genuine pictures of students and teachers at the facility will help domestics students look at the college more favorably, as more approachable, and as a place that they will more likely enroll in. Using images of students laughing together in different areas of the campus, engaged in program activities, engaged in sports especially on the massive football field we currently have and more, directly communicates what it truly feels like to attend St. Clair College. It conveys real emotions that domestic students will feel inspired and motivated by. They will find far more value in pictures that include these emotional factors instead of generic photos that look like stock images. Furthermore, it is a great way to tell an immersive and impactful story. A story that domestic students can relate to and feel immersed in.  

This is something that the text-based information on the website currently does not do. This will help the college appear more trustworthy, relatable, and professional. Domestic students want to see people like themselves reflected on the website. They want to relate, feel seen, and valued. They will take great pride on the website and the college if it utilizes emotional and storytelling visuals. They cannot do this with photos where people are forcefully posing and generic. Visuals must be a focal point of what St. Clair wishes to communicate to their users. By utilizing the recommended visuals, St. Clair will beat out other competitors by thoroughly capturing the realness of the campus life and its offerings. Moreover, it enables them to deeply connect with domestic students who are looking to enroll. It will help students with their decision-making process and altogether encourage them through the sales funnel.

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b. Explain in detail why the image(s) was beneficial for the post. (3 Marks)  

The images were extremely beneficial to the post because they allowed me to speak a thousand more words than text alone ever could. Moreover, it carries strong emotional implications and uses a storytelling breakdown and structure that makes the blog more memorable, worth sharing, and easily understandable. The images act as the focal point of the blog post and this is exactly what all three images do, from community to shared experiences, to personal growth, they tell a story that is both easily understandable and memorable long-term. 

Image #1 – 3 Members hugging each other with mats 

The first image immediately communicates connectivity and community and expresses positive emotions that users can relate to and deeply resonate with. It also sets the tone for the rest of the blog post, without using heavy chunks of text to explain the general message of the blog post. That being a studio that focuses on community. My target audience, which includes Gen Z and Millennials, value realness and honesty. My audience immediately comprehends that the studio is trustworthy and authentic with a single image of members smiling and hugging each other. Users understand that True Pilates Windsor is a place that deeply cares about their customers. It is a sanctuary that users can rely on for their wellness journey. By immediately using a strong visual that communicates the objective of my post to my audience, I increase engagement, interest, and spark curiosity. This image immediately makes the post much more memorable because it conveys that the studio is an extremely welcoming space, one that turns strangers into family. 

Image #2 – Active class in studio with participants 

The second image was beneficial for the post because it extends what it means to be a part of a supportive community. It highlights the shared experiences of intentional movement. The image deeply conveys that True Pilates Windsor’s community values inclusivity for all ages, backgrounds, and experiences. The image of the shared space helps my audience visualize themselves taking part in classes at True Pilates Windsor. This extends far beyond words ever could because it brings text-based information into the imagination of the user. What I mean by this, simply using text to convey the shared experiences brought by True Pilates Windsor is not enough to emotionally connect with people. This image strongly represents how my audience and users can feel supported throughout their wellness journey. They are heard, seen, valued, and supported every step of the way. Users won’t have to try and picture what this shared experience might look like, the image instantly provides clarity for immediate comprehension on the value of shared experiences. This helps me differ from other establishments and wellness spaces that don’t offer this kind of impactful and genuine community in their practices. 

Image #3 – Member smiling mid-pose in a class 

This final image is beneficial to my post because it highlights the personal outcome of being part of True Pilates Windsor’s community. A supportive community builds a strong foundation for inner growth, self-confidence, empowerment, and joy. Being part of such an impactful community is incredibly helpful in personal transformation. Users reading the post will immediately understand how this image aids them in their personal journey. My target audience wants to feel confident and empowered in themselves. Using this visual aids them because they understand that they too can feel these emotions by being a part of the community. It will help them in their wellness journey much more than any other studio can. This makes the blog post much more memorable because it concludes the visual story and sparks motivation for users to take action so they too can feel inspired and accomplished in their day to day lives. Something that far extends beyond the mat. 

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a. Why did you choose the specific image(s)? (3 Marks)  

I chose three different images that truly reflect what True Pilates Windsor stands for. Although we offer a wide range of wellness classes at an affordable price, another focal point is our true community.  

Image #1 – 3 Members hugging each other with mats 

True Pilates Windsor values connection, authenticity, and inclusivity. I chose the first image and placed it at the beginning of the blog post because it immediately communicates feelings of community, connection, and happiness. The picture includes three members hugging each other and laughing joyfully while holding yoga mats. It isn’t an image that looks staged, fake, or just like any ordinary stock photo. According to a study in New Zealand, they found that marketing materials that incorporated faces of their employees or customers helped users look at the business more favorably, as more approachable, buyable (Briscoe, W9-D-Enhancing Content (W25).pdf, Slide 81). It deeply conveys relatability, honesty, and realness. Everyone wants to be included, seen, loved, and connected. These are raw visuals that convey emotions that we all wish to feel. Placing this image at the very beginning ensures that the message of safety, belonging, and inclusivity is immediately communicated so that users immediately understand what the rest of the blog post is about. It goes hand in hand with the text placed below the image of care and connection. 

Image #2 – Active class in studio with participants 

This visual was used to communicate the experience users would feel in the studio during a class. It is used as the second image because it builds on the first image of connection and communicates a shared practice and experience. It showcases members of various ages, backgrounds, and experience levels all taking part in a True Pilates Windsor class. It reinforces the focal point of the blog post, which is inclusivity and community. In our studio, everyone is welcome, and the visual image showcases authenticity. The people in the image aren’t posed and it does not look artificial or dishonest. It is a genuine, active class, where members are learning and engaged in their wellness journey. Furthermore, it communicates this message far better and more emotionally than chunks of text ever could. It uses the “make it stick” analogy where it only focuses on one main idea, that idea being a space to grow and move intentionally as a whole. 

Image #3 – Member smiling mid-pose in a class 

The last image was used to deeply emphasize personal empowerment and growth. The visual image closes and concludes the blog by showcasing the outcome of joining True Pilates Windsor’s classes and community. Instead of focusing on group movement, this visual focuses more on individual movement. It is a more personal image as it shows a single member mid-pose smiling and moving in the moment. It helps bounce back from the second image. While community acts as an important foundation to growth, the individual journey is equally as important. Being in an environment that is supportive leads to individual confidence, happiness, and strength both physically and mentally. The image effectively communicates feelings of interest and serenity, feelings that are known to be more sharable and tend to go viral according to Harvard research (Briscoe, W9-XTRA-What Makes a Shareable Visual Content (W25).pdf, Slide 4). Making this visual a great way to close the blog post as it is emotionally resonant and more likely to stick with the user by encouraging them to envision themselves taking part in a True Pilates Windsor class. Furthermore, feeling supported by others and confident in oneself. 

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2. This is a multi-part question. Please create a visual post for your blog on a topic specific to your business and answer the questions below. This involves critical thinking. What is important to your business and visitors? The image must be the focal point of the post telling the story or conveying a point. You may include multiple images. The goal is to visually convey a message with minimal text. Please pay attention to what was discussed in class. Ensure that you include a link to the blog post in your answer. Do not forget that this needs to be included in your hardcopy. I am marking what you hand in with your hardcopy but also need to see the digital version on your blog. If it is not online for me to view (in addition to the hardcopy), I cannot mark this question. (4 Marks)  

More Than Movement: How Our Pilates Community Moves Together 

Find Your Flow On and Off the Mat 

At True Pilates Windsor, movement builds connection. We’re a community-based studio where strangers become family.  

Our studio is filled with natural lighting to calm and inspire you through every movement. We welcome all ages, backgrounds, and experience levels. Here, you move with intention and grow stronger in a space that truly supports you. 

Come for True Pilates, Yoga, and Meditation classes. Stay for a community that sticks with you beyond the mat!  

Your first class is free, we’d love to welcome you to our family! 

www.truepilateswindsor.com 

Info@truepilateswindsor.com 

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1. As discussed in class, please provide three reasons why visuals are important to web content. Please ensure you go into detail for each item. (6 Marks)  

1 – Memorable Long-Term 

Visuals are incredibly important in web content because it helps users store information in their long-term memory instead of short-term memory. When content is broken down with only text, users have a harder time remembering the information because it doesn’t have a hook to it (visual). Dr. Lynell Burak is an education consultant who states that words, concepts, and ideas need to be hooked with a visual such as a video, an infographic, an image, and so on for information to go into long-term memory (Briscoe, W9-C-Importance of Visuals (W25).pdf, Slide 6). If the average attention span is “2.8-6 seconds” and the human brain takes about “13 milliseconds” to process an image, then the use of strong visuals effectively speaks a thousand more words than text-based information does (Briscoe, W9-B-The Power of Visuals (W25).pdf, Slide 4&13).  

On the web, users have a short attention span, they are busy and simply won’t read every bit of text and information. Utilizing impactful and appropriate visuals makes web content more potent, attention-grabbing, and memorable in the long-term to the user. Furthermore, studies support this by finding that users retained almost “65%” of visual information while only retaining “10-20%” of written or spoken information after three days (Briscoe, W9-C-Importance of Visuals (W25).pdf, Slide 7). Users on the web will not only remember content with visuals in the moment, but they will remember it days or even weeks after engaging with it! The use of visuals in web content makes content memorable long-term. Users are more likely to come back, stay loyal, be interested, and associate it in their day to day lives! It helps make web content much more engaging and guarantees higher retention. 

2 – Enhances Understanding Faster 

Users need information on the web to immediately tell them what they need to know. By using visuals, users can immediately understand key concepts and information without needing to read heavy sections of text to find what they are looking for. Not only do users on the web not have time for this, but they simply aren’t interested in it. In fact, studies find that the human brain processes visual information “60,000” times faster than text (Briscoe, W9-B-The Power of Visuals (W25).pdf, Slide 8). By leveraging and utilizing the right visuals, users gain an immediate and enhanced understanding of web content. Furthermore, “90%” of information transmitted to the brain is visual, making it a more effective form of communication than text alone (Briscoe, W9- The Power of Visual Content (W25).pdf, Slide 4).  

For example, for True Pilates Windsor’s landing page, I can include a video of members happily participating in Reformers Pilates to convey connectivity, community, and inclusivity. Not only do videos increase the average page conversion by “86%” (Briscoe, W9-D-Enhancing Content(W25).pdf, Slide 5), but it also helps users immediately understand that they can expect an open and inviting studio that is not intimidating or exclusive to intermediates. Based on specific contexts, visuals are incredibly useful in web content because it improves user-experience, understanding, and comprehension. Visuals improve learning by up to “400%” (Briscoe, W9-B-The Power of Visuals (W25).pdf, Slide 11). This fact alone justifies how much visuals impact the user’s cognitive levels as it increases their ability to understand everything they need to with speed and efficiency. Visuals guide users through information and help break web content into digestible chunks. By incorporating visuals, users can make decisions with confidence and ease. 

3 – Triggers Emotions 

The brain’s right hemisphere of image processing, feelings, and excitation far outweighs the left hemisphere’s efforts to decode information and engage in rational thinking (Briscoe, W9-D-Enhancing Content(W25).pdf, Slide 17). What this means is that using visuals that can emotionally connect to users on the web is critical because it directly impacts their ability to engage in it. Moreover, the use of visuals with emotional implications helps users feel all sorts of feelings. Depending on the context, users can feel moved, inspired, happy, interested, joyful, etc. This alone helps users feel more personally involved and connected to web content. This is especially important because when users feel certain emotions and feelings, it increases the likelihood of them sharing web content across different platforms. Emotional connection encourages users to share content. It distracts users and stops them from doing what they are doing by hooking them with content that resonates and emotionally connects to them. This is broken down into all sorts of components such as colours, typography, complexity, and more. 

Web content that utilizes visuals with strong emotional appeal is much more likely to resonate and stand out amongst other content because it is more impactful and unique. The same way people listen to certain artists, go out for a walk at the end of their day, watch certain movies, etc. It’s all about emotions and how they make the person feel. For True Pilates Windsor, I can incorporate visuals of real members engaging in classes offered using a colours scheme that evokes feelings of love, safety, and empowerment. This is not just visually stimulating to the user, but it helps user emotionally connect and engage with the studio on a deeper level. Text based information alone, especially on the web, is not enough to immediately tell a moving story or evoke deep feelings. For this example, the use of visuals with emotional appeal helps users feel certain safe and inspired, increasing their ability to share the content, follow social media platforms, and go as far as booking a class.  

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4. For question #2, what did you do differently from the original post? Please outline, explain and justify what you changed & why. Essentially, what did you learn from this new topic and what did you change and why. (8 Marks) 

1. Order of Importance 

What I changed 

I changed the structure of the post based on the level of importance. As previously mentioned, I initially focused more on explaining what Pilates is right at the start, instead of introducing my business and then going into details about offerings and benefits. By clearly communicating how my business is unique from other studios and reinforcing my business values, my audience can immediately understand why they should care and how it benefits them. Furthermore, I connected Pilates directly to my business offerings, rather than leaving my audience confused or guessing about the relation or their next steps. 

Why I changed it 

Previously, my readers might have become interested in starting Pilates, but not specifically at True Pilates Windsor, because I did not immediately motivate them or communicate True Pilates Windsor’s values. My business offerings were previously explained only at the bottom of the post. This lacks logical order and does not cater to readers on the web who tend to skim information! They need immediate clarity and motivation. With this, my audience instantly understands what truly sets True Pilates Windsor apart and ensures they stay engaged and interested throughout the post.  This change directly benefits them by clearly motivating them to act by booking their first class for free. 

2. Clear & Concise Language 

What I changed 

Previously, a lot of the information and description were overly lengthy and overwhelming to readers new to the subject. I simplified the headings, the description, and the information by removing unnecessary jargon and details that waste my reader’s time. Readers on the web need clarity and my previous post discouraged them from continuing to read or take any action. For this post, I simplified a lot of the content and made sure it was straightforward and concise to convey the information easily without frustration. Regardless of their knowledge on the subject matter, they can easily and clearly follow the content for my new post. Instead of saying: 

• Your core I your body’s powerhouse 

I changed it to: 

• Your core is an important foundation to your body. 

Why I changed it 

By using everyday language instead of complicated information, I immediately communicate clear benefits and values from each section without making my readers tip toe by trying to put things together. I also simplified explanations into shorter sentences so that my audience quickly understands key information and details. Helping them stay engaged, motivated, and confident in fulfilling their purpose of starting Pilates or wellness journey at True Pilates Windsor. 

3. Structure 

What I changed 

My previous post was harder to scan as there was so much information. I changed the overal layout by changing the headlines, shortening the paragraphs, including more bullet lists, and ensuring that it was structured to the “f-pattern” for enhanced readability. In addition, I placed important information and critical components on the top and left-hand side, following the “f-pattern” where readers on the web naturally look first. I broke down my text so users can skim and find what they need at the same time.  

Why I changed it 

The reason why I changed this for my new post is because my original post was difficult for readers to quickly understand important elements when skimming. By changing it, I respect my audience’s time and prioritize clear readability. The components I changed incorporate the understanding of how readers on the web naturally scan pages in specific ways. To meet their needs, my readers now instantly find what is unique about my business offerings and how it directly benefits them. Moreover, it motivates them to take clear and actionable steps. Altogether, the overall structure change and formatting ensures that my audience stays engaged, confident, and motivated throughout the post. 

What I learnt 

I learnt that plain language is not about dumbing things down or removing most words. It’s about putting myself in the reader’s shoes and thinking about what they need to find, what they need to understand, and how they are motivated to act. It’s about providing content and information that is engaging, interesting, and valuable to them. At first, I believed that adding a lot of information would make my content have more personality and engage with readers more. However, I was proven wrong. It’s more about clarity and communication with purpose to the audience. Furthermore, it’s about respecting the time my audience has. They are busy and don’t have time to read every detail.  

What I learnt from this is that organizing and prioritizing the most critical information clearly is what helps me meet my audience’s needs. I learnt what it means to structure content to improve readability. Instead of overwhelming my readers with extensive information, like I did previously, I learnt that clear, purpose-driven, and direct communication is what helps engage readers more effectively. I have a better understanding of how to simplify writing without losing key details. Making it easier for readers to take action.  

I learnt that plain language writing is everywhere. For instance, when trying to find a parking spot in downtown London a few days ago, the parking sign was extremely confusing and did not emphasize the time slots for paid parking. If I can’t find the information I need, understand it, and act on it, I feel frustrated. Similarly, plain language writing is about focusing on clarity, understanding, and usefulness to ensure that readers and audience can follow the three guiding principles in plain language writing. Find what they need, easily understand it, and feel confident acting. 

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b. What was the most challenging aspect of applying the F-Pattern and Plain English writing principles? How did you overcome it? (5 Marks) 

Challenges 

The most challenging aspect of applying the “F-pattern” was writing my content with the pattern in mind. I had to continuously edit my content and work around what information needed to go where to align with the natural flow of the audiences’ eyes (f-pattern). This was difficult because I had so much information to work with. I must adjust to how people tend to skim content on the web.  It quickly became overwhelming because I felt like I was going back and forth deciding what placements would be the most effective to my intended audience.  

Moreover, it becomes challenging when there’s other components in Plain English writing that I had to consider. I only have a limited amount of time for my audience to determine whether they find my web content interesting and of value to them. I had to pay very close attention to the most critical placements to align with the reader’s natural flow. I have to meet my audience’s needs, help them understand my content, and help them fulfill their purpose. This became overwhelming, especially when I had to tie all the other components that make up plain English writing.  

For example, when I had to order things in chronological order of importance. My previous post was all over the place, so it was difficult for me to section my content in order of what my audience needed to understand the most. Let alone, ensure that it is made with the “F-pattern”. 

How I overcame it 

I overcame these challenges by placing myself in the shoes of my audience. Asking myself questions such as: 

• Would I read this? 

• Do I quickly understand it? 

• What is throwing me off? 

• What do I not like about this? 

• Why do I or do I not gravitate towards this? 

• What do I want to know? 

• What is helping me understand this? 

• What do I need to act on this? 

• Why does this/does not resonate with me? 

By understanding my audience’s perspective, I was able to break down my content and remove unnecessary information. Making my content clear and concise. From there, I could order things from a level of importance. I worked around the content and re-read it multiple times with different perspectives to understand if the F-pattern was flowing efficiently with the other components in mind.  

Another way I overcame this was simply by looking at what other people on the web were doing. I looked at unrelated blog posts, for a fresh outlook and simply to see the structure and format of the “F-pattern” in use. I wanted inspiration and context. I asked myself why I aligned with it and why I didn’t.  

I searched up “how to make a strawberry daquiri” out of pure curiosity and interest. The information was clearly sectioned off in levels of importance with a clear “F-pattern”. They used bullet points, lists, subheadings, and short and concise text. When searching this up, I expect a step-by-step guide on what ingredients I need, how much of each I need, and how to make it. I would be frustrated and uninterested if this is not what I got back.  

They included information of some background on the drink, and gave context and information to those who don’t know much about it or who are curious. It aligned with what I needed, I was able to understand it, and in the future, I can act on it by making the drink! By understanding how I gravitate towards the “f-pattern” myself and how my audience would for my own content, I was able to overcome the difficulties and refine my content in a clear, effective, and effortless way.  

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a. Describe one specific technique you used to improve readability in your revised version and explain why it is effective. (4 Marks)  

Technique – Eliminating Jargon 

One specific technique I used to improve readability is the elimination of jargon and additional words that made my content hard to skim. My audience needs to have clear information about what they are looking for, understand it, and be able to act on it. In my original version, I had way too much information. This made it harder to read and retain. People do not have time to read everything. If the information is unclear, they simply won’t care and move onto the next thing. It does not fulfill their purposes and does not encourage them to act on it. 

For example: 

Old Subhead: “So, What Even is Pilates?” 

New subhead: “What is Pilates?” 

Previously, I added extra information and words that made my content confusing and harder to understand to my intended audience. By using this technique, I was able to eliminate words and sentences that did not provide value to my audience. I overexplained a lot of details throughout my content in an attempt to create a more personal and engaging tone. However, this writing style was ineffective because it cluttered what my underlining objective was. The goal was to introduce my business as a blog post. I elaborated more on what “Pilates is” more than what “True Pilates Windsor offers”.  

Why is it effective? 

This plain language writing technique is effective because it helped me get in the mind of my audience. Moreover, it deepened my understanding on what they need to act. It helped me structure my content in order of importance as well. By eliminating unnecessary information, I have content conveys the most relevant, critical, and important information. It wasn’t about dumbing it down, it was about removing things that had little to no purpose to my audience. My audience can now clearly understand what my business and content is about. By doing so, it enhances their engagement and interest. 

My audience is much more likely to stay on my website because they can easily digest the information, while skimming too! This technique is effective because it makes my content accessible and possible. I am cutting straight to the meat of my content and purpose all while making it engaging to read. The use of this technique allows me to align with what my audience needs, help them understand, and drive them to act. My content now clearly communicates what my business is about without creating confusion or disinterest. My audience will not dread reading my content, because it is formatted and structured to the way my people/audience behave on the web. 

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3. For question #2, explain how your new post successfully addresses the three main objectives of Plain English writing as discussed in class. Provide a detailed breakdown of each objective. (9 Marks)  

1. Find what they need 

Headers & Subheaders 

My new post effectively helps my audience find and locate what they need to know through the use of clear headings and subheadings. This immediately shows my audience what each section is about, while skimming. It’s organized in a concise and straightforward way, so that they can quickly absorb what the key information is. They need to find what they are looking for right away without clutter or disorganization, this new layout ensures that I value their time. 

For example, 

Before:  

• Pilates 101 – Why You’ll Be Obsessed 

• How Does Pilates Benefit you? (AKA Why You Need This in Your Life) 

• Your Path to A Stronger, More Confident, and Balanced Life 

After:  

• Why Pilates is More Than Just a Workout 

• The Benefits from Our Pilates Classes 

• Why We Started True Pilates Windsor 

Structure 

Another way that my new post helps my audience find what they need is by breaking down my information into bullet lists and organizing my information using the “F-pattern”. This immediately lets my audience and readers scan and identify what information they are looking for. My new post naturally aligns with my reader’s natural flow of consumption on the web, helping them find what they need seamlessly. 

For example, 

Before: 

1.Mat Pilates 

Mat Pilates is one of the most accessible type of Pilates because it can be done anywhere…. 

After:  

1.Mat Pilates 

• All you need is a mat 

• Builds strength, balance, and flexibility with your body weight 

• Great starting point! 

Order 

Finally, my information is clearly organized in order of importance. Previously, I focused too much on explaining what Pilates itself is, instead of emphasizing what makes True Pilates Windsor different. With this shift, my new post effectively key details about True Pilates Windsor and our offerings. Letting my readers know about who we are as a brand. Which leads to information about Pilates, followed by strong call-to-actions. My audience needs to quickly find what they are looking for before they click off out of frustration or disinterest. This new post helps keep their interest by seamlessly guiding them through my content and into taking the next steps. 

For example, 

Before: Introduction about what Pilates is. 

After: Introduction about what True Pilates Windsor is about and what it stands for. 

2. Understand it 

Jargon 

I avoided using jargon or additional words and sentences that made the content unengaging and confusing to my audience. I don’t want to bore my readers with content that does not align with them. Clarity is extremely important because it ensures that my audience can quickly absorb and retain the information with ease. The new post explains everything in plain language, which is what my readers will appreciate because it conveys what they need to know and understand. 

For example, 

Before: Let’s be real, life is chaotic. Between trying to balance your professional and work life, taking care of your physical and mental health can easily fall at the bottom of the list. 

I simply removed this because it was unnecessary to add. My readers know that life is hectic and chaotic and know that it’s hard to balance work and fitness. The goal is not to tell them that life is hectic, it’s about telling them WHY Pilates is beneficial. They need to understand how it can help them in their wellness journey, more specifically how Pilates classes at True Pilates Windsor benefits them. This helps them understand key information without complicating it. 

Clear 

My new post clearly explains what my business is and what Pilates is about in concise terms. The information is straightforward, easy-to-follow, and accessible to lower literacy levels as well. My audience can now grasp the central idea and understand it by retaining key details. The information on my new post is short and digestible each section at a time. The idea wasn’t to shorten it as much as possible or to dumb it down, but to place emphasis on the most important details. By removing words such as “a much more” or “one of the”, my readers can understand the information clearly without complicating it or making it harder for them to digest. Again, the goal is to respect their time! 

For example, 

Before:  

2. Reformer Pilates 

Reformer Pilates is one of the best options… 

It is a much more intense version of… 

After:  

2. Reformer Pilates – Low-Impact & High-Results 

• Uses a machine with springs, ropes, and pulleys for resistance. 

• Builds strength, control, and tones muscles. 

• Great for those looking to take Pilates further. 

3. Use it to fulfill their purpose 

Guidance 

My new post empowers my readers to act by trying Pilates at True Pilates Windsor. I reworded a lot of my content to provide more guidance on how to take the next steps. By directly providing clear guidance, readers can fulfill their purpose of improving their health and wellness. Without this, my readers are not driven to act and won’t be interested in my business offerings and how they can help them in their journey. 

For example, 

Before:  

Different Types of Pilates 

After:  

Find The Right Class for You 

Before: 

Find what works for you, what fits your needs, and book your first Pilates class now! 

After: 

Choose what moves you and book your first Pilates class for free! 

Clear Communication 

My new post is structured to clearly communicate the benefits my audience will experience with True Pilates Windsor classes. Prior to any changes, my post focused on the benefits of Pilates as opposed to the benefits of Pilates from True Pilates Windsor classes. The goal was to introduce my business and drive my audience to act on it. Without these changes, my audience would want to act, but not specifically at True Pilates Windsor because it was not a direct motivation. By adding the clear benefits, I empower and motivate my audience and readers to take actions and joir True Pilates Windsor, ultimately fulfilling their purpose of improving their health and wellness. 

Example, 

Before: 

How Does Pilates Benefit You. 

After: 

The Benefits from Our Classes. 

Before: 

Before starting, it is important to note that there are different types of Pilates, each focusing on different elements. 

After: 

We offer different types of Pilates designed to meet your fitness levels and goals. 

Empower  

Finally, my new post directly empowers my readers by using personal language. My post directly and clearly speaks to my readers by letting them know that they are supported and welcome right at the start. This encourages them to act because they feel more confident in their ability to improve their health and wellness at True Pilates Windsor. By emphasizing that True Pilates Windsor is accessible, affordable, and inclusive, they feel more comfortable fulfilling their purposes at True Pilates Windsor. Furthermore, the inclusion of a “free class” is an incentive to take immediate action without any risks or commitments. By creating this inviting and engaging tone, I am not only helping my readers understand my business but also enabling them to improve their wellness through Pilates classes at True Pilates Windsor. 

For Example, 

Before: 

Hey besties! If you’re here, it’s probably because you’re curious about starting Pilates, looking for a new way to move your body, or want to feel stronger and more connected. 

After: 

At True Pilates Windsor, we believe movement should be empowering, inclusive, and accessible. Whether you’re new to Pilates or looking to try something new, we’re here to help you build strength, confidence, and balance. 

The post Question 3 appeared first on True Pilates Windsor.

c. What is plain language writing for the web and in detail and in your own words, why is it important? (4 Marks) 

What is plain language writing for the web? 

Plain language writing for the web is a style of writing online that helps audiences quickly find information they need, understand it, and act on it. It is structured and formatted in a manner that is clear, direct, and easy to digest. Unlike other forms of writing, plain language writing is appropriate for the medium and is consistent with the way people behave online (Briscoe, W8-A-Plain Language Writing (W25).pdf, Slide 18). Meaning that plain language writing is structured differently in accordance with where the content is on the web. Such as an article, a study, a report, etc. It is consistent with how people act online, tying into the clear notion that people do not have the time to read everything on the web. They skim, so they need plain language writing to help them understand the most relevant and important information for them to successfully use it for their intended purposes and gain value from it. 

“People are busy, spending 15 seconds or less deciding on whether to engage with a page or not (Briscoe, W8-Writing Website Copy & Plain Language (W25).pdf, Slide 3).” 

With this said, people tend to skim more than they read on the web. The intended audience needs to immediately understand the content to act on it. Plain language writing for the web ensures that audiences can clearly and easily invest in the content and immediately gain value from it. Furthermore, it formats content in an accessible and easily navigable way to increase retention, engagement, and conversion. 

Plain language writing for the web includes the use of a structured formatting such as: 

• F-patterns to adapt to the natural flow people tend to absorb writing/content 

• Bullet points/lists that break up content to avoid confusion, clutter, and uninterest 

• Short, simple, and direct language to quickly and immediately convey the most important details without adding unnecessary complexity or jargon 

• Using vocabulary that aligns with the audience’s literacy level to be as inclusive to those who may have accessibility issues. 

• Clear CTAs for action and conversion. 

Why is it important? 

Plain language writing for the web is important because it improves accessibility, engagement, conversion, enabling people to find what they need with ease. 

• It makes content more accessible to those who have lower literacy levels, disabilities, or visual impairments. It ensures that content is accessible to the specific audience, so that people don’t have to top toe around and try to guess what the content means. Because surely, they will immediately click out because the information is unclear, indirect, and not concise. 

• People on the web want what they need immediately, and they do so by skimming information. Plain language writing for the web ensures that the most important and critical information is immediately understandable. This increases user-experience and engagement, ultimately increasing retention and conversion. It’s important because it helps specific audiences find what they need seamlessly. 

• It helps build trust and credibility. Plain language writing for the web eliminates unnecessary information, words, or sentences that may confuse people and lead them to believe that the content is misleading. It’s not about dumbing it down, it’s about writing content with the audience’s needs (on the web) in mind. 

• The use of this ultimately ensures that audiences can quickly find what they need, clearly understand it, and easily act on it with clear call-to-actions. This is important because it helps boost search engine optimization because it reduces bounce rates, and lets Google know that the content is structured and organized with the user’s purposes in mind. Ultimately attracting more people and ranking higher on search results. 

The post Question 1 – c appeared first on True Pilates Windsor.