Guidelines

Write numbers one to nine in words, and use the numerical for 10 and above.

Use the numerical if there is a mixture of above and below 10.

Use ‘to’ between a set of numbers. Such as, five to seven, or 5 to 15.

Explain the process in full, including:

• what customers need to complete the transaction
• what each stage is and how long it will take

  any subsequent stages, such as appeals

In text, use ‘per cent’ with a space.

With numbers, use the percentage symbol (%).

Use the pound (£) symbol. Only include the decimal if the pence is included or if the amount is part of a price list.

Do not apologise for a price increase.

If using a PDF, include a link to it within the text. Do not just attach it to a page with no explanation about what it contains.

Do not use please, as in 'please note' or 'please bear in mind'. Start a new paragraph to add emphasis instead.

Use the active voice, rather than the passive voice.

Do not refer to specific positions on a page, such as 'on the right' or 'below'. The website is responsive, and the layout can change depending on the device the customer is using. For example, the contact box is on the right on desktops, but goes to the bottom on mobile devices.

If you’re quoting direct speech, use “speech marks”. For anything else, use ‘inverted commas’.

Do not use. Address customers personally by using ‘you’, rather than using rhetorical questions containing ‘I’.

Do not use similes. Be straightforward and write in plain English, rather than using figurative language like similes.

Use one space between words and after a full stop.

Use one return between paragraphs.

Write sentences that include 25 or fewer words.

Longer sentences are more difficult to read, and make it more difficult to retain the information.

Give all telephone numbers the appropriate spacing, including the area code. For example, ‘01245 606606’.

Give directions for using the IVR.

Use ‘call’, not ‘telephone’ or ‘ring’.

Link telephone numbers so that mobile users can click on them.

Titles need to be short, unique and descriptive. Also, use sentence case for titles.

Do not use tables, as they do not work on mobile devices. Instead, use a directory to present information in this way.

Our tone of voice is approachable, beneficial and capable. Use our tone of voice at all times.

Use the 12 hour clock separated with colons, with am or pm or midday or midnight.

If the time is o'clock, use the hour numbers, followed by AM or PM.

When content goes out of date, remove all references to it. This includes the content page, and any other related pages.