Start with the user's need
Before creating or changing a form, ask:
- What is the user trying to do?
- Is a form the best solution?
- Can the user complete their task more simply?
- Are we collecting only the information we genuinely need?
If a question does not support the service outcome, remove it.
Use plain English
Write questions and instructions using everyday language.
Do
- Use common words.
- Use short sentences.
- Explain unfamiliar terms.
- Write at a reading level suitable for a wide audience.
Avoid
- Jargon
- Internal terminology
- Legal language where simpler wording will do
- Unexplained acronyms
Example
- Avoid: Submit supporting documentation
- Use: Upload your documents
One question at a time
Each question should ask for one thing only.
Avoid
Tell us about your home address and living arrangements.
Use
- What is your address?
- Who lives with you?
Put the question in the label
Users should understand what information is needed without relying on surrounding text.
- Avoid: Title
- Use: What is your job title?
Keep instructions short
Provide only the information users need to answer the question.
Long explanations create barriers.
If additional detail is needed:
- Use help text
- Provide examples
- Link to guidance
Use examples
Examples help users understand what is expected.
- National Insurance number
- For example: QQ123456A
- Date of birth
- For example: 31 March 1985
Explain why you are asking
Where information may feel personal or unexpected, explain why it is needed.
Example: We use your email address to send updates about your application.
Make optional fields clear
If you ask for optional information:
- In most contexts, add ‘(optional)’ to the labels of optional fields
- For radios components and checkboxes components, add ‘(optional)’ to the legend
Never mark mandatory fields with asterisks.
Write useful error messages
Error messages should:
- Explain what is wrong
- Explain how to fix it
- Appear close to the question
Avoid: Invalid information
Use: Enter your postcode in the correct format, for example TA1 1AA
Use logical question order
We aim to structure forms in a logical order. However, we may ask a key question earlier if the answer could end the journey, so users do not have to complete unnecessary questions.
Arrange questions in a way that feels natural.
A good structure is:
- Introduction
- Personal details
- Main questions
- Supporting information
- Review and submit
Ask only what is needed
Every question creates effort for users.
Before adding a question ask:
- Do we already have this information?
- Is it essential?
- Will it be used?
If not, remove it.
Avoid unnecessary free-text questions
People find free-text boxes harder to complete.
- Use structured answers where possible.
- Only use free text when users genuinely need to explain something in their own words.
Support accessibility
Forms should work for all users.
Check that:
- Labels are clear.
- Instructions are easy to understand.
- Questions make sense out of context.
- Information is not conveyed through colour alone.
- Error messages are meaningful.
- Acronyms are explained.
- Complex language is avoided.
Tell users what happens next
Every form should explain:
- What happens after submission
- Expected response times
- Any reference number provided
- Who to contact for help
Users should never be left wondering whether the form was submitted successfully.
Review before publishing
Before publishing:
- Check spelling and grammar.
- Check plain English.
- Test the user journey from start to finish.
- Remove duplicate or unnecessary questions.
- Check accessibility.
- Ask whether every question still needs to be there.