Score City Web Content

The Web Writing Rubric Helps City Staff Evaluate their Content

Web Writing Rubric for City Content

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WEB WRITING RUBRIC

5

Prose is clear, concise, and direct. Based on user needs and provides a logical user pathway to an action. Format optimizes content clarity, provides an intuitive user experience, and enables interactivity when necessary.

  • Measures at a 5th-8th grade reading level.
  • Language is inclusive and uses words and grammar appropriately.
  • No passive voice.
  • Grammar score is at 90 or above.
  • Answers a clear, distinct question or problem based on user research.
  • Has a clear owner and timeline for refresh.
  • Ready for publication.

4

Generally effective. Clear, well structured, supports a general concept and uses language understandable to a wide audience. Supports user needs with actionable information. May benefit from additional consolidation, editing or a different format.

  • Measures at 9th grade reading level
  • Language is inclusive, but uses language that references old adages, titles that were historically inappropriate.
  • Grammar score is at 80 or above.
  • Very few instances of passive voice.
  • Answers a clear, distinct question or problem based on user research.
  • Has a clear owner and timeline for refresh.
  • Ready for publication, but ready for iteration.

3

Meets basic requirements, but has noticeable shortcomings. May be disorganized, difficult to follow, redundant or attempts to cover more than one subject. Has multiple goals and/or calls to action.

  • Measures at the 10-12th grade reading level
  • Language attempts to be inclusive, but uses words inappropriately in specific places.
  • Grammar score at 70 or above.
  • Some passive voice.
  • Partially answers a distinct question or problem based on user needs.
  • Has multiple owners, but a timeline for refresh.
  • May be published in an emergency, but must be revised within 48 hours.

2

Below acceptable standards. Poor organization, ineffective sentence construction, unnecessary details and imprecise or misleading wording, incomplete, repetitive or uses excessive jargon. May include typos, broken links or other proofreading errors.

  • Measures above 12th grade reading level
  • Language attempts to be inclusive, but uses words inappropriately throughout the text.
  • Grammar score at 60 or above.
  • Some passive voice.
  • Partially answers a distinct question or problem based on user needs.
  • Clear owner of the content, but no timeline for refresh.
  • Not ready for publication.

1

Inaccurate, unnecessary or so poorly written that it’s likely to confuse or mislead users. May include dense prose, acronyms and irrelevant material and located in a place that doesn’t match users expectations.

  • Post-graduate reading level (i.e. muni code and heavy legal language).
  • Language is exclusive, and clearly implies bias based on race, gender, sexuality and/or citizenship status.
  • Grammar score of 50 or above.
  • Heavy use of passive voice.
  • Does not directly address a user based question or need.
  • No owner of the content and no timeline for refresh.
  • Not ready for publication.