As international recruitment becomes more competitive, schools need to make sure prospective students and their families can understand what they are being asked to do. Finding a program, comparing costs, checking entry requirements and completing an application can be difficult even for fluent English speakers. The process becomes harder when a reader uses English as an additional language, relies on translation software or is unfamiliar with your education system.
Clear writing does not mean removing important detail or speaking down to readers. It means organizing information around the reader’s task, choosing words carefully and explaining essential terms before they become barriers. This helps international students, but it also helps busy parents, domestic applicants, people with disabilities and anyone reading on a small screen.
Translation and localized recruitment pages can improve access in priority markets. Even then, the quality of the source English matters. Clear, consistent source content is easier for human translators and machine translation tools to interpret accurately. The following five principles can help your school create content that international audiences can understand and act on.
1. Understand Who Reads Your English Content
English is used widely across international education, but readers do not all use it in the same way. Some students have completed most of their education in English. Others may have strong academic vocabulary but less familiarity with admissions language. Parents and other family members may use translation tools to review costs, safety, housing and immigration information.
Do not treat all international readers as one group. Review evidence from your own recruitment process, including:
- Questions submitted to admissions advisers
- Search terms used on your website
- Form errors and incomplete applications
- Webinar and education-fair questions
- Feedback from current international students and families
- Requests for translated information
- Application, offer, deposit and enrollment results by market
This research can reveal words or processes that your institution assumes are obvious but readers do not understand. Terms such as matriculation, conditional offer, co-op, bursary, foundation year and credit transfer may require a brief explanation. The goal is not to remove every specialist term. It is to explain the terms that readers need in order to make a decision.
It is also useful to involve international students, alumni and admissions staff in content reviews. Ask them where they hesitated, what they had to search for and which instructions required help. Their experience is more valuable than assumptions based only on nationality or English-test scores.
Clear international communication should support the student as the main decision-maker while recognizing that family members may also review the content. HEM’s guide to engaging parents in international student recruitment explains how schools can provide family information without reducing the student’s independence.
2. Put the Reader’s Task First
Prospective students usually visit an admissions page to answer a question or complete a task. They may need to know whether they are eligible, how much the program costs, which documents to submit or what happens after they apply. Begin with that need rather than with institutional history or promotional language.
Frontload the information students need
Place the main answer near the beginning of the page and the beginning of each section. A reader should not have to move through several paragraphs of branding copy before finding the application deadline.
For example:
Less clear: Our institution is proud to offer a dynamic range of opportunities for globally minded learners who wish to embark upon a transformative academic journey.
Clearer: Applications for the September intake close on 15 May. Review the entry requirements before you apply.
Use descriptive headings
Headings such as “Your Journey Starts Here” may sound inviting, but they do not tell a scanning reader what the section contains. Prefer headings that name the information directly:
- Entry requirements
- Tuition and mandatory fees
- Documents you need
- How to apply
- What happens after you apply
- Housing for international students
Descriptive headings also make pages easier to navigate with assistive technology and help search engines understand the page structure.
Make the next action explicit
Calls to action should describe what will happen. “Submit your application,” “Book an adviser appointment” and “Download the program guide” are clearer than “Learn more” when the destination or action is not obvious.
The same principle applies to forms. Explain which fields are required, what format to use and how the information will be used. Error messages should identify the problem and explain how to fix it. HEM’s article on UX writing in education explores these smaller pieces of navigation and form copy in more detail.
3. Write in Clear, Translation-Ready English
The original idea of “Global English” remains useful, but it should not be treated as one universal dialect with a fixed list of approved words. A more practical approach is to apply plain-language principles and write source content that can be understood and translated without changing its meaning.
The international plain-language standard ISO 24495-1:2023 establishes principles and guidelines for creating plain-language documents. The standard applies across written languages, not only English. Its central idea is that readers should be able to find, understand and use the information they need.
Prefer common, precise words
Use the simplest word that preserves the correct meaning.
- Use “start” instead of “commence.”
- Use “help” instead of “facilitate,” when both mean the same thing.
- Use “before” instead of “prior to.”
- Use “you must send” instead of “applicants are required to provide.”
Do not replace a necessary academic or legal term with an inaccurate simpler word. Explain it instead:
Example: You will receive a conditional offer. This means you have a place if you meet the remaining conditions listed in your offer letter.
Use one term for one concept
Marketing writers often vary words to avoid repetition. In task-based content, consistency is more important. If you call a document an “academic transcript,” do not later call it a “grade report,” “record of study” and “marks statement” unless those are genuinely different documents.
Consistent terminology helps readers learn the process and makes translation more reliable.
Avoid idioms, cultural references and ambiguous phrasal verbs
Phrases such as “get the ball rolling,” “a stone’s throw away,” “keep an eye out” and “hit the ground running” may confuse readers or translate literally. Replace them with direct language.
- “Start your application” instead of “get the ball rolling.”
- “The residence is five minutes from campus” instead of “a stone’s throw from campus.”
- “Check your email for updates” instead of “keep an eye out for updates.”
Use care with phrasal verbs as well. “Complete the form” may be easier to translate than “fill out the form,” depending on the market and translation system.
Keep sentence structure direct
Use a clear subject, verb and object where possible. Keep the subject close to the action and separate unrelated ideas.
Less clear: In the event that documentation has not been received by the stated deadline, consideration of the application may not be possible.
Clearer: Send all documents by 15 May. We may not review incomplete applications after this date.
W3C internationalization guidance recommends simple, concise text because it is easier to translate and easier to read when English is not the reader’s first language. It also advises authors to declare page languages correctly and consider local formats for names, addresses, dates and other form data.
Do not remove important conditions
Simplification must not make a promise broader than the underlying policy. Requirements, scholarships, fees, progression conditions, licensing and immigration information must remain exact. A short sentence can still include a necessary limitation.
Example: Completing the pathway does not guarantee admission to every degree. You must meet the grade and attendance requirements for your chosen program.
4. Structure Online Content for Accessibility
Plain language is only one part of understandable web content. Readers also need a page structure that helps them find and interpret information.
W3C’s accessibility guidance for writers recommends short, clear sentences and paragraphs, common words, expanded acronyms, meaningful lists and supporting visuals where they clarify the message. WCAG 2.2 also treats understandable information and predictable interfaces as core accessibility principles.
Break information into useful sections
Use short paragraphs, descriptive headings and lists when readers need to compare steps, requirements or documents. Keep one main subject in each paragraph.
Do not turn every sentence into a bullet. A list works best when the items have a consistent relationship, such as required documents or application stages.
Use semantic page elements
Headings should follow a logical hierarchy. Lists should use list markup. Links should describe their destination. Forms need visible labels, instructions and useful error messages.
A link that says “Read the international application requirements” is more informative than “Click here.”
Make visuals support the meaning
Images and video can clarify unfamiliar environments or processes, but they should not carry essential information alone. Provide useful alternative text for informative images, captions for video and transcripts or summaries where appropriate.
Avoid embedding deadlines, fees or admission rules only inside an image. Text in graphics can be difficult to translate, enlarge or read with assistive technology.
Prepare pages for multiple languages
Clear source writing supports translation, but a multilingual website also needs technical planning. Use Unicode, identify the language of each page, mark changes of language, support right-to-left scripts where needed and allow forms to accept international names and address formats.
HEM’s guide to multilingual websites for international recruitment covers the wider architecture, localization and user-experience requirements.
5. Test Understanding, Not Just Readability
Readability scores can help identify long sentences and complex vocabulary, but they cannot confirm that a page is accurate, useful or understood. A formula may penalize necessary words such as “undergraduate,” “scholarship” or “accommodation” because they contain several syllables. Removing those words could make the page less precise.
The CDC notes that readability formulas mainly count sentence length and syllables. They do not evaluate the audience, purpose, organization or most of the other features that affect comprehension.
Use readability tools as diagnostics
Tools such as the Flesch Reading Ease score, Flesch-Kincaid Grade Level and writing editors can flag possible problems. Use them to locate dense passages, not to make automatic editing decisions.
There is no single reading grade that is correct for every university page. A research-policy page and a pre-arrival checklist serve different audiences and purposes. Choose a target based on user research, the importance of the task and any relevant accessibility or regulatory requirements.
Do not paste confidential applicant information, unpublished institutional data or sensitive policy drafts into public AI or readability tools unless your institution has approved their use.
Test with representative readers
Ask international students or prospective users to complete realistic tasks:
- Find the application deadline.
- Explain which documents are required.
- Calculate the complete first-year cost.
- Describe what a conditional offer means.
- Find the contact for a question about eligibility.
Ask participants to explain the information in their own words. This reveals misunderstandings that a readability score cannot detect.
Review translation quality
Where translated pages exist, check that navigation, forms, metadata, image text, confirmation messages and downloadable resources are also translated. Review high-stakes content with a qualified language specialist who understands the education system and target market.
Measure the complete recruitment task
Analytics can help identify where unclear language may be creating friction. Useful measures include:
- Clicks from search results to key admissions pages
- Internal search refinements and zero-result searches
- Form errors and abandonment
- Clicks to entry requirements, costs and document guidance
- Repeated questions to admissions staff
- Application completion and missing-document rates
- Conversion by language, country and device
- Qualified inquiries, applications, offers, deposits and enrollments
One metric rarely proves that writing is the cause. Combine analytics with user testing, adviser feedback and application data before making a decision.
Using AI to Simplify International Student Content
Generative AI can help identify jargon, propose shorter sentences, organize information or create a first draft for translation. It should not publish or materially change high-stakes recruitment information without human review.
Review AI-assisted content for:
- Changed admission conditions
- Missing exceptions or deadlines
- Invented scholarships, outcomes or support services
- Incorrect program and credential names
- Overconfident visa or immigration statements
- Language that no longer matches institutional policy
Give the tool the intended audience, task, required terminology and facts that must remain unchanged. A subject-matter owner and an editor should approve the final version.
A Plain-English Checklist for International Recruitment Content
- Does the page begin with the information the reader needs?
- Do headings describe the content below them?
- Are requirements, costs and deadlines explicit?
- Are unfamiliar terms explained on first use?
- Does each concept use consistent terminology?
- Have idioms, vague phrases and unnecessary jargon been removed?
- Can important information be understood without an image?
- Are page and passage languages identified correctly?
- Do forms support international names, addresses and date formats?
- Has high-stakes content received human review?
- Have representative users tested the page?
- Can the team measure whether users complete the intended task?
Frequently Asked Questions About Plain English for International Students
What is plain English in international student recruitment?
Plain English is clear, well-organized language that helps prospective students find, understand and use important information. It avoids unnecessary complexity while preserving the exact meaning of admission requirements, costs, policies and next steps.
Is plain English the same as Easy Read?
No. Plain English is appropriate for most public web content. Easy Read is a more specialized format designed for people who may need very simple text supported by carefully selected images and additional layout conventions.
What reading level should a university website target?
There is no universal target for every page. Use readability scores as indicators and set expectations according to the audience and task. Important recruitment instructions should be as clear as possible, while necessary academic and legal terms should be explained rather than removed.
Should schools avoid all academic terminology?
No. Students need to learn the correct terms used in applications and study. Use the official term consistently and provide a plain-language explanation the first time it appears.
How can schools make English content easier to translate?
Use short, complete sentences, standard grammar, consistent terminology and literal language. Avoid idioms, ambiguous phrasal verbs, sentence fragments and important text embedded in graphics. Ask a qualified reviewer to check high-stakes translations.
Can AI rewrite admissions content in plain English?
AI can support drafting, but a human subject-matter owner must verify every requirement, fee, deadline, condition and policy. Do not allow simplification to remove exceptions or create promises the institution cannot support.
How should schools test whether international students understand a page?
Ask representative users to complete realistic tasks and explain the information in their own words. Combine this testing with form data, search behaviour, adviser questions and application outcomes.
Clear Content Creates a Clearer Path to Enrollment
Plain English is not a request to make international recruitment content dull or simplistic. It is a way to respect the reader’s time, reduce uncertainty and make important decisions easier.
Schools should still communicate personality, ambition and the value of the student experience. The strongest content combines that voice with clear requirements, transparent costs, useful explanations and an obvious next step.
When students and families can understand your information the first time, they are better able to compare options, ask informed questions and move confidently through the recruitment journey. Your content should not be another obstacle between an interested student and the program that may be right for them.
Which admissions terms or instructions create the most confusion for your international audiences?
