Informative Writing

Start with a clear purpose

Before you write a single sentence, establish what you're trying to achieve. What specific information do you want to convey? What should readers know or understand by the end? A well-defined purpose acts as your compass throughout the writing process.

This focus helps you decide what information to include and what to leave out. If a particular fact or detail doesn't serve your main purpose, it probably doesn't belong in your piece.

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Use reliable sources and cite them properly

The strength of informative writing depends heavily on the quality of your sources. Not all information is created equal, and the internet makes it easy to encounter misleading material presented as fact.

Government websites like GOV.UK provide authoritative information on many topics. Academic institutions, established news organisations, and recognised professional bodies also tend to offer reliable information. Be wary of sources that don't clearly identify their authors or methodology, or that seem to have a strong agenda to promote.

When evaluating online sources, check publication dates, author credentials, and whether multiple reputable sources support the information. Always cite your sources clearly. Instead of writing "many people struggle with this issue," find out how many, identify your source, and tell readers where you got that information.

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Keep language straightforward and structure logically

Informative writing works best when the language stays out of the way of the information. Choose simple, direct words over complex ones, and avoid unnecessary flourishes.

Active voice generally works better than passive voice. "The team made several mistakes" tells you more clearly who did what than "mistakes were made."

Readers need to follow your reasoning from start to finish. Begin with basic concepts before moving to complex ones, or present information in chronological order when that makes sense. Define unfamiliar terms, but don't patronise by over-explaining things most people understand.

Separate facts from opinions and include specific details

One of the biggest traps in informative writing is letting your personal views creep in without acknowledging them. Readers need to know when you're presenting established facts and when you're offering interpretation. When writing about contentious subjects, present information fairly, be transparent about your sources, and let readers draw their own conclusions.

Watch out for loaded language. Words like "obviously," "naturally," or "of course" often signal that you're presenting opinion as fact.

Vague generalisations don't inform anyone. Instead of "experts believe," identify which experts and their qualifications. Compare "the building is old" with "the building dates from 1847." The second version gives readers concrete information they can work with.

Consider your audience when deciding how to present information. Technical specialists can handle complex language and detailed explanations. Someone looking for a quick overview needs different treatment from someone wanting full coverage.

Remember to update information regularly, especially in fields where data and guidelines change frequently, such as health or law. Outdated information can mislead or even harm readers.

The Next Step

Now that you have read through the advice above, you might want to put it into practice. Our Writing Style Analyser lets you paste your writing and get feedback on style, tone, readability and structure. Try it now →