The passive voice has taken a beating (and then some!) over the last several years for its lack of ownership, passion and drive. Lately, however, usability guru Jakob Nielsen has encouraged passive voice to rise from the ashes and take its proper place in web site copy.
Ok, maybe that’s an overstatement — nevertheless, Mr. Nielsen has some interesting points to make about the potential efficacy of the passive voice, particularly as it applies to website users and headline reading patterns.
Passive Voice Is Redeemed For Web Headings
