Gerunds (-ings)

A gerund is the 'ing' form of a verb used as a noun. For example, 'paying your bill'.

Avoid using gerunds in page titles and headings. For example, use 'report a missed collection', not 'reporting a missed collection'.

If the text is about doing something, but not actually doing that thing, reword it to avoid using a gerund. For example, use 'how to submit a tax return' not 'submitting a tax return'.

This is because:

• gerunds can make statements ambiguous, as it's not clear who is doing what and when
• people tend to search with active words, such as 'report' rather than 'reporting'
• gerunds add unnecessary letters, which can slow down reading speed
• active text can keep a user engaged more effectively