The rule
Prioritize active verbs and plain language while removing adverbs that serve as "dead weight".
Why it matters
Active voice injects energy, progression, and clarity into the interface. Plain language ensures users understand the message the first time they read it, which is essential for accessibility and speed. Adverbs often weaken the impact of a sentence and increase the effort required to scan it .
How to apply it
- Choose common, everyday verbs like "use" instead of "utilize".
- Use generic, device-neutral verbs like "select" or "enter" instead of device-specific terms like "click" or "tap".
- Identify and remove word parts like "-ly" during the final editing phase to tighten copy.
- Use "power words" like "Hacks" or "Bargain" to trigger curiosity in marketing-focused moments.
Example
Before and after
Weak
"Please select the preferred payment method."
Stronger
"How would you like to pay?"
Tensions and exceptions
Occasionally, an adverb can make a headline more concise by replacing a longer phrase, such as using "higher" in "Rank higher on Google" to trim the word count . Clarity should never be sacrificed for the sake of removing an adverb.