Active Voice and Passive Voice in Web Content
Understand English Grammar and Write Effective Website Content
May 5, 2009
Freelance writers are often employed to produce website content which will have an impact on web page visitors: whether it is advertising copy, imploring people to buy a product, or persuasive copy encouraging people to use the services that a website provides, the difference between Active Voice and Passive Voice has an effect that is subliminal but crucially important.
Active Voice
In the active voice, the subject acts. In other words, the subject in the sentence, performs the action of the verb in the sentence. For example: The girl ate the apple
Passive Voice
In the passive voice, the subject has something done to it or an action performed upon it, or is simply in a state of “being”. For example: The apple was eaten by the girl
Examples of Passive and Active Voice
- Active: The boy carries the books
- Passive: The books are carried by the boy
- Active: The cat scratched the child
- Passive: The child was scratched by the cat
Uses for the Passive Voice
Many grammar-checking programs flag the passive voice as if it is grammatically incorrect. This is not the case. There are certain situations where the passive voice is entirely appropriate. It is therefore important to understand the difference and to know when it is appropriate.
The passive voice has its place. It is often used in scientific writing to create the appearance of objectivity or authority, e.g.
- The drug was effective in 8 cases out of 10.
The passive voice is also often used in political speechmaking to avoid taking or assigning responsibility for situations or actions, or to deliberately obscure. For example if the speaker wants to give the impression that he doesn’t know who did something or he doesn’t want to want to mention who did something, he might say…
- The documents were leaked.
- Civilians were killed during the bombing.
Disadvantages of the Passive Voice
The passive voice can be awkward, vague and convoluted. It can lead to writing which seems flat and does not engage the reader. It can seem formal, officious and impersonal, all of which are off-putting to the web visitor.
Web Visitors Want Information Quickly
Web site content should be easy to read and comprehend. Web page visitors tend to scan the page quickly looking for the information they need. A message which is not immediately apparent, can be missed forever if a visitor clicks and moves away from the site.
Advantages of the Active Voice in Website Content
The active voice is immediate and engaging. It can draw the reader in and make them involved with the content.
- Passive: A free gift is given to all new customers.
- Active: All new customers get a free gift.
- Passive: Our E-book can be downloaded free
- Advice: Download our free E-book
Writing copy in the active voice will deliver more clear and effective messages to the website visitor. The active voice should be used to turn information into commands or instructions which are more likely to encourage the web visitor to act.
More about the basics of Freelance Writing and writing for the web
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