People don't read websites like books. They scan quickly, identifying what's relevant to them. For arts and culture venues, the challenge lies in making our content both scannable and sophisticated. Let's explore how to strike that balance.
Understanding your audience
Before writing, consider:
- Who are you writing for?
- What pre-existing knowledge do they have?
- What information is essential vs "good to know"?
- What context might they be viewing this in?
Remember that while some visitors know your venue well, others may be first-time visitors. Avoid organisation-specific terminology where possible and try to keep your visitors’ perspective in mind.
For example, a regular theatre-goer might understand terms like "matinee" or "circle seating", but a first-time visitor may need these explained clearly. Consider how someone new to your venue would interpret phrases like "Stage Door access" or "Friends membership".
Guiding visitors to important information
With a clear understanding of your audience, you can now focus on how to structure your content effectively.
Different types of content require different forms of writing and structure. When you’re writing long-form articles that tell the story of an upcoming performance, you have time and space to let the narrative flow because readers are looking to be entertained and intrigued by the story.
But when visitors are looking to get information, speed is of the essence. Well-designed pages help them find relevant information quickly and well-structured writing helps them get the exact details they are looking for.
Clear writing isn't about "dumbing down" your messaging – it's about opening doors. When we write accessibly:
- More people understand our message.
- Visitors find information faster.
- Search engines better understand our content.
- International audiences can more easily translate our content.
Writing guidelines for arts venues
1. Structure your content
- Start with the most important information.
- Use clear, descriptive headings.
- Include relevant images and media.
- Balance text, images, and white space.
- Keep line lengths comfortable (60-80 characters).
- Use bullet points for lists.
2. Simplify language
3. Make your sentences and copy easy to understand
- Aim for 15-20 words per sentence.
- Use the active voice: "The gallery opens at 10am" instead of "The gallery will be opened at 10am".
- Break up complex information.
- Explain necessary technical terms.
- Ensure calls-to-actions are clear.
- Link text should be descriptive (avoid "click here").
Practical examples of cultural content
Copy for event descriptions
Less Accessible:
"This groundbreaking theatrical performance utilises innovative staging methodologies to present an unprecedented interpretation of Shakespeare's seminal work."
More Accessible:
"This exciting new production brings Shakespeare's classic play to life with creative staging and fresh ideas. Perfect for both newcomers and Shakespeare fans."
Copy for booking Information
Less Accessible:
"Patrons are hereby advised that admission to the aforementioned performance will be permitted solely upon presentation of valid documentation."
More Accessible:
"Please bring your ticket with you to the show. We accept printed tickets or digital versions on your phone."
Tools and resources
To help you create clearer, more accessible content for your arts venue, consider using the following tools in your workflow. Make sure they fit your needs though. We would never advocate paying for something you don’t need.
- Hemingway Editor - Perfect for checking the readability of event descriptions and general information pages. It highlights complex sentences and suggests simpler alternatives, helping you maintain clarity without losing your artistic voice.
- Readable - Particularly useful for longer content like season brochures or educational materials. It provides detailed metrics about reading age and complexity, helping you ensure your content reaches diverse audiences.
- Grammarly - Essential for catching errors in time-sensitive content like show announcements or last-minute changes. Its tone detector can also help ensure your writing maintains the right balance of professionalism and approachability.
The key to successful arts communication isn't just about what you say, but how clearly you can say it. By using these tools and following these guidelines, you can create content that engages all your audiences while maintaining your venue's unique voice.
Let’s make culture accessible to all
- Want to make your website more accessible?
All CultureSuite customers can take advantage of our comprehensive accessibility audit at discounted rates. Just get in touch to register your interest and we’ll get you onto the programme. Get in touch. - Need guidance on accessibility for your venue?
If you're not currently a CultureSuite customer, we recommend connecting with our trusted accessibility partners in your region. For venues in the Netherlands and Belgium, reach out to Digitaal Toegankelijk. UK venues should contact Accessible by Design. - Want to see how Peppered works?
We’re proud of how easy we make it for venues to manage their website. That’s why live event venues around the world trust Peppered. Book a personalised demo. - Looking to partner with us?
If you’re a technology provider, design agency or supplier for the arts and culture sector, we’d love to hear from you. Contact us here. - Want to learn more about digital tools for venues?
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