Creating more accessible copy: Why readability matters in your message.

Behind every strong campaign is a simple truth: people engage with what they understand. No matter how creative or clever a message is, if it’s hard to read, it won’t connect. That’s why readability and accessible copy are things we think about, and fine-tune, every single day.

This year, Partner and Associate Creative Director Laura Pryor did a deep dive into readability and accessibility in copy, presenting insights to the agency that shape how we write for the clients we serve.

Let’s start by looking at the numbers. Did you know?

• The average American reads at a 7^th-8^th grade reading level.​
• 54% of Americans between ages 16 and 74 read below a 6^th grade reading level. ​
• 45 million U.S. adults — about 17% of the population — are functionally illiterate.

Looking at the facts, it’s clear that clarity isn’t a compromise… it’s key to making sure your message lands.

How we write with accessibility in mind.

Our goal is never to water down a message or tone, but to ensure it resonates with the widest possible audience. Clearer messaging helps your work reach more people, build credibility through transparency, and create stronger, faster connections with your audience.

To write more accessible copy, our writers follow these guidelines:

• Using shorter sentences. Short sentences make messages easier to digest. Split up run-on and multi-line sentences when possible.
• Writing in the active voice. Opt for the active voice over the passive voice. “John flew the kite” works better than “The kite was flown by John.”
• Favoring familiar words. Swapping in shorter, simpler words helps make your writing more accessible. Think: “help” instead of “assist,” or “next to” instead of “adjacent to.”
• Breaking up text. Add subheads, bullet points, and visuals to make copy easier to scan, especially online.
• Using visuals. Visuals with alternate text help supplement written messaging for diverse audiences.
• Checking ourselves. Tools like Hemingway Editor and other AI programs help us target an 8th-grade level or lower, depending on a campaign’s needs.

Our approach.

At Brogan & Partners, readability is part of our craft. It’s a lens we apply to every project, from shortform headlines and social media posts to full-scale websites and campaigns. By keeping accessibility front and center, we make sure your message isn’t just written well, it’s written to be read.

Looking for more expert insight or advertising trends? Stay tuned with our Brogan blog.