Writing for the web
Work in progress
This content design guide is constantly being updated and improved.
Got something you would like to see included? Email [email protected].
Write in plain English, front-load key information and keep content short to help people scan and understand quickly
All written content should be:
- clear: use words your customers use
- concise: remove what you don’t need
- useful: help people get things done
- human: write like a person
- consistent: follow our style guide
Before you publish, check:
- what is this service?
- who is it for?
- how do they get it?
We should always write and structure information to help people complete tasks.
Adapt the tone of your writing to your audience. For example, someone trying to complete a task related to waste and recycling will need a different tone to a young person looking for information on social care support.
Writing in plain English
Find out more about writing in plain English from:
How to order your content
Prioritise essential information and key messages. Your content should be presented in a logical order in terms of what the audience most needs to know.
This saves people from having to dig for the information they need in what could be highly stressful situations.
Sentence length
Keep your sentences short. The recommended standard is between 10 and 15 words.
Last updated 23 July 2025