Style and writing guide
Writing basics
Guidance on simple and clear writing.
Everything we write should be simple and clear to ensure that our services are accessible to as many people as possible.
To do this we write in plain English and there are a number of basic techniques you can apply. These are:
- try to avoid words with 3 syllables or more
- use short sentences (25 words max)
- try to limit paragraphs to 3 sentences
Key points when writing
- understand who your audience or user is and write for them directly
- make the meaning clear and avoid using jargon
- don’t use underlining, italics or BLOCK CAPITALS to emphasise content, use defined headings tags instead
Active voice
Use the active rather than passive voice. This will help us write concise, clear content.
Examples
Active voice: I wash the car every Saturday.
Passive voice: The car is washed every Saturday.
American and UK English
Follow the GOV.UK style guide entry for ‘American and UK English’.
Email addresses
Legal content
Links
Front-load your link text with the relevant terms.
Make your link text descriptive. Do not use 'click here'. It's important that users can understand where the link goes even if it's read out of context with the text around it which happens when someone is using screen-reading software.
Always link to online services first.
Offer offline alternatives afterwards, when possible.
If the link is at the end of a sentence, add a full stop after it.
Avoid using anchor links.
Content designers can find further guidance on links on:
Lists and steps
Bullet points
Lists should be bulleted to make them easier to read.
There should always be an introductory sentence to bullets and this should end with a colon.
Try not to use more than one sentence per point.
Do not begin any point with a capital letter, unless it’s a proper noun.
Do not end with a full stop. Even the last one.
For content designers working on KCM system generated letters:
- if each point in a bulleted list has it’s own business rule (like in decision reports), do not put a full stop at the end of any bullet points
- if there’s a business rule for a whole bulleted list, the final bullet in a list must end in a full stop, otherwise it breaks KCM
Numbered lists, or steps
Numbered lists should be used to list actions the user needs to take.
Numbered lists should be written as a full sentence with a capital letter at the start and full stop at the end of each point.
Example
1. Open the applicant record.
2. Select ‘Cases’.
3. Select ‘Applications.’
Please
Avoid using but can be judged case by case.
Sentence length
Make your average sentence 15 words long. 15-word sentences are more likely to be understood.
The maximum sentence length for a good level of comprehension is 25 words. Split longer sentences up into 2 or 3, or use bullet points. Sentences above 40 words are hard to comprehend.