Guidelines

Letter	Rule	Explanation
E	Email addresses	Do not publish email addresses on the website. Instead, link to a contact form.
E	Exclamation mark (!)	Do not use.
E	e.g.	Do not use e.g., as screen readers often read it aloud as 'egg'. Instead, use 'for example' or 'such as'.
E	Emphasis	To add emphasis: start a new paragraph include a sub-heading, with an explanation underneath use bullet points
E	etc.	Do not use etc. Instead, use 'for example' or 'such as' to introduce a list so you don't need to end it with etc.
F	Figurative language	Do not use figurative language, such as metaphors, similes and idioms. Instead, be straightforward and write in plain English.
F	FAQs	Do not use FAQs. Your content should be easy to navigate and include all information, without the need for FAQs.
F	Friendly URLs	Use the friendly URL that goes to the landing page of the service. If the friendly URL links directly to a page that changes or is out of date, customers don’t find the information they need.
H	Hyphens	Use hyphens if it's grammatical, but check in a dictionary if you're not sure. Do hyphenate: re-e co-ordinate co-operate Don't hyphenate: email outline webpage website
I	Italics	Do not use. Italics make text smaller and difficult to read. Add emphasis using a new paragraph or a subheading.
I	I	Do not use. Address customers personally by using 'you', rather than using rhetorical questions containing 'I'.
I	i.e.	Do not use, as content should be clear without the need for clarification.
J	Jargon	Avoid technical jargon. If a technical word is necessary, explain what it means.
L	Links	Include links as part of a sentence, and make it clear where the link goes. Select the appropriate style for the link, depending on where it links to.
L	Lists	Use bullet points for lists.
M	Millions	Write the full word.
M	Money	Use the pound (£) symbol. Only include the decimal if pence is included or if the amount if part of a price list.
M	Measurements	Use metric measurements, unless imperial is more recognised (such as, feet and inches for height and miles for distances). Use Celsius for temperature.
M	Metaphors	Do not use metaphors. Be straightforward and write in plain English, rather than using figurative language like metaphors.
N	Names	Use the job title of specific officers online, rather than their names. If you are referring to a Councillor, use Councillor Surname. For example, Councillor Smith.