When to use and when to avoid passive voice
Passive voice has a place in clear writing. Knowing when it helps and when it hurts readability — and how that affects SEO and mobile — improves your content.
When passive voice is useful
- Actor unknown or irrelevant: "The data was collected in 2024." You don’t need to name who collected it.
- Emphasis on the result: "The report was approved." The approval matters more than who approved it.
- Formal or scientific tone: "Samples were tested under controlled conditions." Common in research and reports.
When to avoid passive voice
- You want clarity and punch: Active is usually shorter and easier to follow (e.g. "John wrote the report" vs "The report was written by John").
- Instructions or calls to action: "Click the button" beats "The button should be clicked."
- Blogs and marketing: Readers engage more with direct, active sentences.
SEO and readability impact
Search engines favor content that keeps users on the page. Readable, scannable text — including a healthy balance of active voice — tends to support lower bounce rates and better engagement. There’s no direct "passive penalty," but clear, active prose often aligns with what ranks well and what readers finish.
Mobile readability
On mobile, attention is shorter and screens are small. Long, passive sentences are harder to parse at a glance. Prefer short, active sentences for key points and CTAs so readers can skim and act quickly.
Related tools
- Readability & Style Analyzer – Flesch score, grade level
- Sentence Length Analyzer – Long sentences
- SEO Tools – All free SEO utilities