2.14 Provide clear, inclusive content with purpose

Materials: Medium
Energy: Low
Water: Medium
Emissions: Low

Provide content that meets the needs of the audience, ensuring it is formatted for readability and incorporating SEO for visibility.

Clear content: Machine-testable
Write content using plain and inclusive language, at an appropriate reading level for your audience. Account for specific needs in relation to accessibility, native language, and internationalization.
Content formatting: Machine-testable
Use appropriate formatting for digital media. Provide a clear document structure with consideration of visual hierarchy. Use headings, bulleted lists, line spacing, and highlights appropriately. Provide information with appropriate formatting for the action users need to take.
Search Engine Optimization (SEO): Machine-testable
Prioritize SEO from the early design stages and throughout the lifecycle to ensure content can be found and used.

Accessibility
Using plain-language makes content easier to understand and accessible to more users. Good structure that complies with standards and expectations works better alongside assistive technologies, such as screen readers.
Conversion
Writing and presenting authoritative content with intent and care can lead to citation by third parties. This can increase traffic with pre-warmed leads.
Economic
Being recognized as an authoritative source can bring additional recognition, users, and opportunities.
Environment
Ensuring content is easy to find and comprehend enables users to make informed decisions faster, taking less time and resources. This reduces energy consumption and emissions.
Performance
Creating well-structured content can improve search performance. When content ranks higher in search engines, people are more likely to land in the right place straight away.
Social Equity
Using inclusive language that avoids jargon and unnecessary exclusion can improve user experience for a broader audience.