Content design guidance
Use this guidance to help you design useful, readable, and inclusive content for your users.
About this content design guidance
This guidance includes best-practice advice on how to write for government digital channels.
A-Z of content design guidance
An alphabetised list of all topics in the content design guidance.
Content design process
Planning, researching, writing, testing and managing content that meets your users’ needs.
Using content design techniques and principles to structure a page makes it easier for users to find and understand information.
Write using language that makes information easy for users to find and understand.
Grammar and punctuation
An alphabetised list of best practice and rules for punctuation and grammar on public sector websites.
Words to avoid and specialist words
Check which words you should avoid to make content easy to understand.
How to write numbers, currency, dates, times, and phone numbers.
Links are navigation tools, and help people move around your site.
Use the right words and markup so content is accessible and inclusive of everyone.
Use bold sparingly, and never use italics or underline to emphasise web content.
Google Analytics for content design
Some features in Google Analytics are useful for making content design decisions. But others should be treated with caution.
Writing for search engines
If you write for your readers, you’re writing for search engines.
Content design tools and resources
Using templates and tools to plan and check your work will help you design better content for your users.