Writing content that works
Our focus is on meeting user needs—publishing only what people need to complete their tasks.
We keep things concise, use plain language, and structure pages so the most important information comes first.
We avoid Frequently Asked Questions, use active voice, and make content scannable with headings, short paragraphs and simple words. This approach helps users find what they need quickly and confidently.
We use the GOV.UK writing style guide to help us
- Be concise – make content brief and to the point.
- Meet user needs – publish only what customers need to know to complete their tasks.
- Know your audience – their search terms, questions and how they read a page.
- Do not use frequently asked questions (FAQs) – answer questions in your content.
- Include keywords and meta-description in your content to boost search rankings.
- Use active voice (not passive) – this will help you write with concise and clear language.
- Break up text into subject areas with headings and sub-headings.
- Put the most important information first.
- Good content is quick and easy to read – use simple words that are easy to understand.
You can find the GOV.UK writing style guide on their content design pages.