How we write - content design principles

Our content design principles should be applied across all digital systems, to ensure a consistent approach for internal and external audiences.

We write for all audiences

Everything we write should be inclusive, legible and easy to read. Our choice of words should not create barriers for readers.

Our audiences are often in high-stress situations, are time poor, or need help now.

Our content is:

Written with the user in mind. What do you want to know, why is this content important to them.
In-line with our brand voice and tone. Clear, genuine, approachable, professional, and inclusive.
Clear and concise. Simple language that is to the point, but not rude. Use short sentences and paragraphs. Use the first paragraph to summarise the purpose of the page.
Easy to scan. Using visual aids such as headers and bullet points to break up the content. Chunking content by topic makes it easier to read. Include a clear call to action. For example, report a crime.
Purposeful. The content should guide the user towards an end goal. For example, the task they wish to complete. Additional content design and use of media should only be used to help the user to meet their goal. If it does not add meaning, it should not be used.
Written using natural language. Avoiding technical terms and jargon. Do not assume readers will understand force-specific language. Limit the use of abbreviations or acronyms.
Gender-neutral. Use gender-neutral text wherever possible: them, their, they.
Optimised for search engines, search features and chatbots. Using keywords/phrases that are used by our audiences.
Consistent. We should use the same language and design patterns wherever possible. This helps people get familiar with our services.

We design content for different devices

We know our audiences access content using different devices. Readers should have the same positive experience regardless of whether they are on a desktop, mobile or tablet device.

When creating content, we consider how audiences are viewing our sites and applications and on what device.

Our services should be available on all screen sizes and modern devices, without the user needing to download additional software or applications.

We produce accessible content

“The power of the Web is in its universality” – Tim Berners-Lee, Inventor of the World Wide Web.

At least 1 in 5 people in the UK have a long-term illness, impairment or disability. Many more have a temporary disability.

We have a responsibility to our audiences to create systems which can be accessed by everyone regardless of their physical, auditory, cognitive, speech or visual abilities, or the software and device they use.

We aim to comply with WCAG 2.1 level AA accessibility standards on digital solutions that we build.

Designing accessible content means we:

Write in plain English
Use simple sentences and bullet points
Break up content with sub-headings, images and videos
Make buttons and call to actions buttons descriptive
Make headers and links descriptive. Do not use ‘click here’
Use alt text on images and provide transcripts for video
Use good contrasts and a readable font size
Publish all information on web pages (HTML)

To make our content as accessible as possible, we avoid:

Putting text in images
Hiding content in documents or PDFs
Using complicated words or figures of speech
Producing large blocks of heavy text
Unnecessarily underlining words, using italics or writing in capitals
Forcing users to remember things from previous pages. Instead we give reminders and prompts

Content Designers will question any proposed or existing content or format which diminishes our accessibility standards.

Published 23 January 2024
Last updated 21 March 2024