How to welcome everyone to your Web site
through your language.

This is what you’ll find here:

An introduction

Some general recommendations

A list of terms with suggested substitutions

An offer of more help

Introduction

When you build a Web site, you want people to look at it and enjoy it. You might be trying to sell things or you might just be trying to express some ideas or have some fun. Whatever the purpose of the site, people will not stay unless they are comfortable. Sometimes language can turn people off when you don't want it to -- if you want to avoid this but aren't sure how, keep reading.

What is bias-free language?

Basically, bias-free language means using terms that treat people with respect. Sometimes it means leaving out certain kinds of words altogether, such as not describing someone's physical characteristics when doing so serves no purpose.

Why?

This isn't about being politically correct. It isn't about feminism*. The bottom line is that some of your readers (potential customers) will be offended by certain terms, and who wants to turn off a customer? Most of us have no desire to offend anyone, but we occasionally do it unintentionally. Most important is to avoid the most offensive terms. We all know what some of these are, but other examples might involve some relearning. If you grew up – as most people did -- hearing some of these words and phrases without realizing their impact for other people, now is the time to start hearing them in a new way.

By the way:

I'm not here to debate the need for bias-free language, or even to defend it. If you're not interested in the topic, please move on to another site. If you are interested, you'll find lots of useful information here.

This is about opening doors.

Whenever people talk about accessible design in buildings, my favorite example is doors. A heavy door is a problem for people who are blind or people who use wheelchairs. It is also a problem for children, for old people, for pregnant women, for anyone who is carrying packages or a baby. Making doors easy to open helps lots of people. In the same way, making your Web site bias-free is opening the door to lots of people. (Designing your Web site for accessibility also opens doors. Here's a place to learn more about accessible design.)

Is there only one "right" way?

No, not at all. Because we're talking about people, the "right" way will be different for different people.

But not everyone gives the same answer.

That's for sure. Even the folks to whom the terms apply don't necessarily agree on how they should be used. Should you say "black" or "African American"? "gay" or "lesbian"? "disability" or "handicap"? If possible, ask the person you're writing about. Explain that you don't want to be offensive and you're not sure what to say. Most people will appreciate your sincerity and be glad to help.

Who decides?

If you're writing for a publisher, check their style guide. Most publishers have standards about bias-free language these days. Many colleges and universities have policies about the use of language in course assignments and official documents. Magazines and journals usually specify the use of a particular guide (such as the MLA Handbook or the "Publication Manual of the American Psychological Association"); most of these address at least some of the terms we're talking about here. I have provided some examples that come from a variety of sources and can help you if you're working on your own.

Here’s how to write to me at Rainbow Associates if you

*Feminism: The radical notion that women are people; Cheris Kramaras and Paula Treichler.

To read general recommendations.
To see suggested substitutions.
To go to the Rainbow Associates home page.