The effectiveness of an intranet is largely determined by the quality of its content. Even the best‑designed platform will fail if information is hard to read, difficult to find, or irrelevant to its audience.
When assessing the quality of intranet content, two questions matter more than any others:
- Is the content tailored to its intended audience?
- Is the content optimised for on‑screen reading?
If the answer to either of these is “no”, employees are less likely to engage with the content - and more likely to revert to email, chat messages, or word‑of‑mouth to find what they need.
This article provides a practical checklist that content creators can use to ensure their intranet content is clear, engaging, accessible, and fit for purpose.
1. Start with structure
People don’t read intranet content the same way they read documents or reports. Most users scan the page, looking for key information as quickly as possible. A clear, predictable structure makes this easy.
Use the inverted pyramid
Structure content into related blocks and put the most important information first. This “inverted pyramid” approach ensures that even readers who only skim the page walk away with the key message.
Keep paragraphs short
Long paragraphs are difficult to read on screen. As a rule of thumb:
- keep paragraphs under 75 words
- use short sentences of varying length
- avoid dense blocks of text.
Break up large sections
Large sections of text should be broken up using:
- clear headings
- bullet points
- numbered lists.
This improves readability and makes content easier to scan.
2. Focus on clear, plain writing
Good intranet content should be easy to understand by everyone in the organisation - not just subject‑matter experts.
Use plain language
Avoid jargon where possible. If specialist terms are unavoidable, explain them clearly. Content should feel conversational, not corporate.
Spell out acronyms
Always spell out an acronym the first time it appears, even if you think it’s well known. Different teams often use the same acronym to mean different things.
Write in the active voice
Active voice is clearer, more engaging, and easier to understand. It also helps users quickly identify who is responsible for what.
Be inclusive
Use inclusive language that reflects and respects a diverse audience. Avoid assumptions about roles, abilities, locations, or working patterns.
Remove unnecessary text
Edit ruthlessly. Remove redundant phrases, repeated ideas, and information that doesn’t directly support the purpose of the page.
Avoid capitalisation for emphasis
Avoid using capital letters—especially in headings—for emphasis. Capitalisation reduces readability and can feel like shouting.
3. Engage the reader
Intranet content competes with many other demands on an employee’s attention. To be effective, it needs to actively engage the reader.
Put the audience first
Write from the reader’s perspective. Focus on what they need to know, what problem you’re solving, and why the content matters to them.
Hook the reader early
The opening paragraph should clearly explain what the page is about and why the reader should care. If this isn’t clear, many users won’t read any further.
Use visuals where appropriate
Diagrams and images can help explain complex information more quickly than text alone. Use visuals purposefully to support the message—not as decoration.
Include a clear next step
Every page should tell the reader what to do next. This might be:
- a call to action
- a link to related information
- a contact person for further questions
Without this, content can feel unfinished or unhelpful.
4. Use links effectively
Links are essential for navigation, but they need to be clear and meaningful.
Keep link text short
Hyperlink text should be no longer than eight words and clearly describe the destination.
Be descriptive
Avoid vague phrases like “click here”. Instead, use link text that explains exactly what the user will find.
5. Make images accessible
Images should enhance content, not replace it, and they must be accessible to all users.
Always include alt text
All images must include alternative (alt) text so screen readers can describe them to users who can’t see the image.
Never use images instead of text
Important information should never be conveyed only through images. Text ensures content is searchable, accessible, and usable across devices.
Final thoughts
High‑quality intranet content doesn’t happen by accident. It requires thoughtful structure, clear writing, and a strong focus on the audience’s needs.
By using this checklist, content creators can produce intranet pages that are easier to read, easier to understand, and far more likely to be used. Over time, consistent content quality builds trust - and a trusted intranet becomes a genuine productivity tool rather than just another place where information is stored.
