Content guidelines

Find out how to plan, write and manage content for

Summary of the guidelines

Read the summary of the content guidelines and find the full guidance below. 

Person looking at a laptop, with a notebook with woman in the background. Focus is on the person and the notebook
Planning your content
Before you start writing, plan how you're going to structure your page and ensure it meets user needs.
Writing for the web
How to use plain English, tone of voice, behaviour nudges, writing techniques and things to avoid.
Formatting your content
Make your content easy to scan, including page titles, lead text, headings, bold and bullet points.
Adding links, documents, images and videos
Find out how to present different types of media on
Style guidance
Includes acronyms, dates, times, phone numbers, addresses, quotes and units of measurement.
Making content accessible
Ensure your content complies with the Web Content Accessibility Guidelines (WCAG).
Search engine optimisation (SEO)
How to optimise your content so users can find it on search engines.
Checking your content
Edit your content before publishing, including proofreading, spelling, grammar and common mistakes.
Managing your content
Keep your information up to date, plus the role of web analytics and quality assurance (QA).