Content types

Layout

We use the following layouts for each content type.

• General content – For information pages and setting out the steps of a service we use a simple content layout. Long pages can also be split by tabs and headings so that it is easier to read and understand.
• Engaging – using an emotive template – We use an emotive template for information that has images that relate to the service or information that is being provided. Emotive content design is about using words and the overall design of the web page to make the reader feel something specific.
• Tables – We use a table layout to neatly lay out uniform information so that it is easier to read.
• Directories – Where we have a lot of records that need to be published that follow a similar layout, we create a directory. This means that all the records can be listed in one place and they can be searched for and filtered.
• Blog posts – We create blog posts for small pieces of news or information. The posts are usually listed on one page and sometimes signpost the reader where they can read more.
• Locations – We use a location template to create records for places where a service is delivered. They can then be listed together, usually alphabetically. The user can then find the location and read more about what is delivered from a particular place.

Contact details

Phone and fax numbers

We always use freephone (rather than phone) for a free phone number (such as 0800, 0508).

Street addresses

We write Street, Road, Avenue, Drive, Terrace in full.

We use en dashes without spaces between a range of street numbers.

Postal addresses

We use ‘PO Box’ and then the number. There should be no spaces or punctuation in the number.

We also avoid using jargon like

• advancing
• agenda – unless it is for a meeting
• collaborate – we use ‘working with’
• combating
• commit, pledge, aim – we need to be more specific – we are either doing something or we are not
• countering
• currently
• deliver – pizzas, post and services are delivered, not abstract concepts like ‘improvements’ or ‘priorities’
• dialogue – we speak to people
• disincentivise and incentivise
• drive – we can only drive vehicles, not schemes or people
• empower
• entity
• facilitate – instead, we say something specific about how we are helping
• focusing
• foster – unless it is fostering children
• going forward – it is unlikely we are giving travel directions
• impact (as a verb)
• initiate
• key – unless it unlocks something, it is probably just ‘important’
• land – as a verb, unless you are talking about an aircraft
• leverage – unless in the financial sense
• liaise
• one-stop shop – we are a local government, not a retail outlet
• outcomes
• overarching
• progress – as a verb – say what you are actually doing
• ring-fencing
• robust
• stakeholder – this means nothing or everything, and everyone has a different definition for it – say who is involved
• streamline
• strengthening – unless it is strengthening bridges or other structures
• tackling – unless we are talking about contact sports
• transforming – we state what people are actually doing to change a thing
• utilise – we say ‘use’ instead.
• We write words like ‘realise’, ‘solemnisation’ and ‘standardise’ with an ‘s’ not a ‘z’.

Links

Links included in this section are examples only — they do not go anywhere.

We link to

• relevant content on our website before we link to external websites
• the actual page with helpful content on external websites – we do not just link to the home page
• the best source of information for our users

Writing links

• use words only – we don’t write links as URLs, for example, we write ‘adults on the SC website’, not www.somerset.gov.uk/adults – though we may sometimes refer to the GOV.UK website
• write descriptive links that tell you what you’ll find when you follow them – we avoid using words like ‘click here’ or ‘this website’
• do not use repetitive phrases or words like ‘read more about’ or ‘see’ at the start of links

We write email addresses in full, in lower case, and link the entire address.

Using anchor links

Anchor links are links that take you to a different part of the page you are on, rather than a new page.

We prefer to break our content up into multiple pages so each page is focused on completing a single task or answering a single question. This also means that our information is found more easily in the site search and in wider searches.

Linking to documents

When we link to documents or publications, we

• use the title of the document to create the link text
• should include information about the document’s file type and size in brackets at the end of the link

Lists

We use lists to make it easier for people to

• scan the page, and
• understand information by visually separating out the points

We use bulleted lists to list items or points, and numbered lists for processes where the order of steps is important.

We try to

• keep our lists short (2 to 7 items)
• only use 1 level of nesting.

Bulleted lists (unordered lists)

We use 2 types of bulleted lists — single-sentence lists and multi-sentence lists.

When we are writing a single-sentence list, we

• start with a stem sentence that all the points have in common
• start each point in lowercase, and only use a full stop on the last point
• sometimes use ‘and’ or ‘or’ on the second-to-last point
• place a comma after the last word before the ‘and’ or ‘or’
• check that each point makes a full sentence when read with the stem.

Multi-sentence lists are introduced by a complete sentence.

• Each point in the list is also a complete sentence
• Each point can be 1 to 3 sentences long
• Each point begins with a capital letter and ends with a full stop

Numbered lists (ordered lists)

We use numbered lists for processes, where steps need to be done in order.

1. First, you do this.
2. You do this next.
3. To finish the process, you do this.

Tips for more complex lists

There are 3 main options for managing more complex information in lists – for example, when there is extra information attached to some bullets and not others, or when points have nested bullets and others don’t. The main aim is to make the information as clear as possible to read.

Use en dashes

Use en dashes to separate the information in a single-sentence list – although not grammatically correct, it is clear to read. If you’re using a lot of en dashes, you might need to consider one of the other methods.

Use a multi-sentence list

Turn the list into a multi-sentence list.

Restructure the content

Restructure the content into headings and sub-headings.