Write from the user’s perspective and address their needs and concerns. Use “you” instead of “the user” or “the customer.”
Use language that is inclusive and reflects the diversity of the community being served. Avoid using gender-specific language or making assumptions about the user’s background or identity. Ensure effective translation of the service into other languages.
Choose concise service names consisting of a maximum of four words. Ensure that the names clearly describe the purpose of the service. Maintain consistent language for service names across all channels, keeping them short, straightforward, and to the point.
Ensure that all content meets accessibility standards, such as providing alternative text for images, and using headings and lists to make content easier to navigate for users with disabilities (see more on Principle 4: Inclusivity
Provide clear instructions and steps for users to follow, and include links or references to additional resources or support
Use the same language and the same design patterns wherever possible. This helps people get familiar with our services, but when this is not possible, we should make sure our approach is consistent.
Ensure that all information provided is accurate, up-to-date, and relevant to the service being offered. Regularly review and update content as needed.
Use branding and style guidelines provided by the government to ensure consistency and maintain a professional appearance.