How we write for Smart

At Smart, we have different audiences depending on what channel we're using, and what product or service we're talking about.

Most of the time we're talking to people directly about their personal finances and their pension savings. We sell and explain sophisticated products to our clients and customers. We need to make sure they understand us and trust us – or where to go if they need help.

These principles should apply to everything we write, and they form the backbone of our tone of voice.

We know our audience

It's easier to write well if you understand who you're writing for.

By knowing what your audience is interested in or worried about, your content will:

be relevant
catch their attention
answer their questions

It's important to know how your audience talks. This will help you use the same terms and phrases as them when talking about an issue or topic. Your content will then be easier to understand and find.

We put the user first

Don't publish everything you can. Only tell someone what they need to know so they can complete their task. Nothing more.

People don't usually read text unless they want information or instructions. When you write, the first question you should ask is "what does the user want to know?".

Meeting a user need means being:

specific
informative
clear and to the point

We're compliant

As a leading fintech operating our own master trust, we need to make sure all our content is compliant.

Some of the things we write will have to go through specific compliance and legal sign off to meet regulation. But even if it doesn't, our content should always stick to these guidelines to make sure it's compliant.

Don't make any wild, misleading, or untrue claims. For example, "Our pension scheme means you'll be rich in retirement"
Give guidance, never advice. Refer people to The Pensions Advisory Service, Pension Wise and other services if they need advice
Always use the right names for things such as products, services and legislation. For example, it's Smart Pension Master Trust not The Smart Pension scheme
Make it clear who or where communications are coming from. This will usually be us, but it could also be one of our partners, a director or trustee, or another third party

We make our content easy to read

Our content should provide clear, easy to understand information to our users. Complicated writing and large blocks of text get in the way of this information.

Easy to read content uses:

short sentences
sub-headed sections
bulleted lists (like this one)

We use plain English

The average reading age in the UK is about 9 years old. Even if our audience contains those with a higher reading age, we should use words that are easy to understand wherever possible.

Try to avoid jargon or difficult terms. If you have to use them, make sure you explain them.

Plain English doesn't mean "dumbing down" your writing or only using short words. It's about getting your message across efficiently and in a friendly manner.

Using plain English is as simple as writing in the way most of us speak.

Write in the active voice wherever appropriate (see below)
Use 'you' and 'we'
Use everyday words you know the reader will understand
Use contractions when it feels natural to do so
Avoid turning a process into a noun – this is known as "nominalization". For example, "upon arrival" should be "when you arrive"

If you find yourself about to write, type or dictate a word you wouldn’t use in every day conversation, look it up in the A to Z of words to avoid. You should find a simpler alternative. Often there will be a choice of several words. You need to pick the one that best fits what you are trying to say.

Using the active voice

When writing for Smart, we use the active voice and avoid the passive voice.

Active voice:

"we've set up your workplace pension"

Passive voice:

"your workplace pension has been set up"

We avoid the passive voice because it's often wordier, difficult to read, and overly formal – meaning it can alienate readers.

It can be difficult to spot the passive voice. A good rule of thumb is that if your clause could end with "...by monkeys." and still make sense, you're probably using the passive voice. For example:

"50% of your to-do list has been completed" (...by monkeys)
"contributions of £123 were made by your employer" (...by monkeys)
"a pension transfer was initiated (...by monkeys) last month"

There are some exceptions to avoiding the passive voice. For example, if you're talking about an action that will be taken by someone other than Smart, the user, or someone known to them:

"your funds will be invested"

You may also choose to use the passive voice in error messages or in negative communications, to avoid placing blame on the user:

"your password was entered incorrectly"
"your scheme will be cancelled unless you..."

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Plain English pensions Standard terms Words to avoid

breach Words to avoid

Don't use breach –use break.

by means of Words to avoid

Don't use by means of – use by.

calculate Words to avoid

Don't use calculate –use work out or decide.

cease Words to avoid

Don't use cease– use finish, stop, end.

circumvent Words to avoid

Don't use circumvent – use get round, avoid, skirt, circle.

clarification Words to avoid

Don't use clarification –use explanation or help.

combine Words to avoid

Don't use combine – use mix.

combined Words to avoid

Don't use combined – use together.

commence Words to avoid

Don't use commence– use start or begin.

communicate Words to avoid

Don't use communicate – use talk, write, or telephone – be specific about the method of communication.

competent Words to avoid

Don't use competent – use able or can.

compile Words to avoid

Don't use compile – use make or collect.

complete Words to avoid

Don't use complete – use fill in or finish.

completion Words to avoid

Don't use completion – use end.

comply with Words to avoid

Don't use comply with – use keep to or meet.

component Words to avoid

Don't use component – use part.

comprise Words to avoid

Don't use comprise – use make up or include.

conceal Words to avoid

Don't use conceal – use hide.

concerning Words to avoid

Don't use concerning – use about or on.

conclusion Words to avoid

Don't use conclusion – use end.

concur Words to avoid

Don't use concur – use agree.

condition Words to avoid

Don't use condition – use rule.

consequently Words to avoid

Don't use consequently – use so.

considerable Words to avoid

Don't use considerable – use great or important.

constitute Words to avoid

Don't use constitute – use make up or form.

construe Words to avoid

Don't use construe – use interpret.

consult Words to avoid

Don't use consult – use talk to, meet, ask.

consumption Words to avoid

Don't use consumption – use amount used.

contemplate Words to avoid

Don't use contemplate – use think about.

contrary to Words to avoid

Don't use contrary to – use against or despite.

correct Words to avoid

Don't use correct – use put right.

correspond Words to avoid

Don't use correspond – use write or email.

costs the sum of Words to avoid

Instead of using the term costs the sum of use the term costs instead

counter Words to avoid

Instead of using the term counter use the term against instead

courteous Words to avoid

Instead of using the term courteous use the term polite instead

cumulative Words to avoid

Instead of using the term cumulative use the term added up, added together instead

currently Words to avoid

Instead of using the term currently use the term now (or edit out) instead

customary Words to avoid

Instead of using the term customary use the term usual, normal instead

deduct Words to avoid

Instead of using the term deduct use the term take off, take away instead

deem to be Words to avoid

Instead of using the term deem to be use the term treat as instead

defer Words to avoid

Instead of using the term defer use the term put off, delay instead

deficiency Words to avoid

Instead of using the term deficiency use the term lack of instead

delete Words to avoid

Instead of using the term delete use the term cross out instead

demonstrate Words to avoid

Instead of using the term demonstrate use the term show, prove instead

denote Words to avoid

Instead of using the term denote use the term show instead

depict Words to avoid

Instead of using the term depict use the term show instead

designate Words to avoid

Instead of using the term designate use the term point out, show, name instead

desire Words to avoid

Instead of using the term desire use the term wish, want instead

despatch or dispatch Words to avoid

Instead of using the term despatch or dispatch use the term send, post instead

despite the fact that Words to avoid

Instead of using the term despite the fact that use the term though, although instead

determine Words to avoid

Instead of using the term determine use the term decide, work out, set, end instead

detrimental Words to avoid

Instead of using the term detrimental use the term harmful, damaging instead

difficulties Words to avoid

Instead of using the term difficulties use the term problems instead

diminish Words to avoid

Instead of using the term diminish use the term lessen, reduce instead

disburse Words to avoid

Instead of using the term disburse use the term pay, pay out instead

discharge Words to avoid

Instead of using the term discharge use the term carry out instead

disclose Words to avoid

Instead of using the term disclose use the term tell, show instead

disconnect Words to avoid

Instead of using the term disconnect use the term cut off, unplug instead

discontinue Words to avoid

Instead of using the term discontinue use the term stop, end instead

discrete Words to avoid

Instead of using the term discrete use the term separate instead

discuss Words to avoid

Instead of using the term discuss use the term talk about instead

disseminate Words to avoid

Instead of using the term disseminate use the term spread instead

documentation Words to avoid

Instead of using the term documentation use the term papers, documents instead

domiciled in Words to avoid

Instead of using the term domiciled in use the term living in instead

dominant Words to avoid

Instead of using the term dominant use the term main instead

due to the fact of Words to avoid

Instead of using the term due to the fact of use the term because, as instead

duration Words to avoid

Instead of using the term duration use the term time, life instead

during which time Words to avoid

Instead of using the term during which time use the term while instead

dwelling Words to avoid

Instead of using the term dwelling use the term home instead

economical Words to avoid

Instead of using the term economical use the term cheap, good value instead

eligible Words to avoid

Instead of using the term eligible use the term allowed, qualified instead

elucidate Words to avoid

Instead of using the term elucidate use the term explain, make clear instead

emphasise Words to avoid

Instead of using the term emphasise use the term stress instead

empower Words to avoid

Instead of using the term empower use the term allow, let instead

enable Words to avoid

Instead of using the term enable use the term allow instead

enclosed Words to avoid

Instead of using the term enclosed use the term inside, with instead

encounter Words to avoid

Instead of using the term encounter use the term meet instead

endeavour Words to avoid

Instead of using the term endeavour use the term try instead

enquire Words to avoid

Instead of using the term enquire use the term ask instead

enquiry Words to avoid

Instead of using the term enquiry use the term question instead

ensure Words to avoid

Instead of using the term ensure use the term make sure instead

entitlement Words to avoid

Instead of using the term entitlement use the term right instead

envisage Words to avoid

Instead of using the term envisage use the term expect, imagine instead

equivalent Words to avoid

Instead of using the term equivalent use the term equal, the same instead

erroneous Words to avoid

Instead of using the term erroneous use the term wrong instead

establish Words to avoid

Instead of using the term establish use the term show, find out, set up instead

evaluate Words to avoid

Instead of using the term evaluate use the term test, check instead

evince Words to avoid

Instead of using the term evince use the term show, prove instead

ex officio Words to avoid

Instead of using the term ex officio use the term because of his or her position instead

exceptionally Words to avoid

Instead of using the term exceptionally use the term only when, in this case instead

excessive Words to avoid

Instead of using the term excessive use the term too many, too much instead

exclude Words to avoid

Instead of using the term exclude use the term leave out instead

excluding Words to avoid

Instead of using the term excluding use the term apart from, except instead

exclusively Words to avoid

Instead of using the term exclusively use the term only instead

exempt from Words to avoid

Instead of using the term exempt from use the term free from instead

expedite Words to avoid

Instead of using the term expedite use the term hurry, speed up instead

expeditiously Words to avoid

Instead of using the term expeditiously use the term as soon as possible, quickly instead

expenditure Words to avoid

Instead of using the term expenditure use the term spending instead

expire Words to avoid

Instead of using the term expire use the term run out instead

extant Words to avoid

Instead of using the term extant use the term current, in force instead