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

extremity Words to avoid

Instead of using the term extremity use the term limit instead

fabricate Words to avoid

Instead of using the term fabricate use the term make, make up instead

facilitate Words to avoid

Instead of using the term facilitate use the term help, make possible instead

factor Words to avoid

Instead of using the term factor use the term reason instead

failure to Words to avoid

Instead of using the term failure to use the term if you do not instead

finalise Words to avoid

Instead of using the term finalise use the term end, finish instead

following Words to avoid

Instead of using the term following use the term after instead

for the duration of Words to avoid

Instead of using the term for the duration of use the term during, while instead

for the purpose of Words to avoid

Instead of using the term for the purpose of use the term to, for instead

for the reason that Words to avoid

Instead of using the term for the reason that use the term because instead

formulate Words to avoid

Instead of using the term formulate use the term plan, devise instead

forthwith Words to avoid

Instead of using the term forthwith use the term now, at once instead

forward Words to avoid

Instead of using the term forward use the term send instead

frequently Words to avoid

Instead of using the term frequently use the term often instead

furnish Words to avoid

Instead of using the term furnish use the term give instead

further to Words to avoid

Instead of using the term further to use the term after, following instead

furthermore Words to avoid

Instead of using the term furthermore use the term then, also, and instead

generate Words to avoid

Instead of using the term generate use the term produce, give, make instead

give consideration to Words to avoid

Instead of using the term give consideration to use the term consider, think about instead

grant Words to avoid

Instead of using the term grant use the term give instead

henceforth Words to avoid

Instead of using the term henceforth use the term from now on, from today instead

hereby Words to avoid

Instead of using the term hereby use the term now, by this (or edit out) instead

herein Words to avoid

Instead of using the term herein use the term here (or edit out) instead

hereinafter Words to avoid

Instead of using the term hereinafter use the term after this (or edit out) instead

hereof Words to avoid

Instead of using the term hereof use the term of this instead

hereto Words to avoid

Instead of using the term hereto use the term to this instead

heretofore Words to avoid

Instead of using the term heretofore use the term until now, previously instead

hereunder Words to avoid

Instead of using the term hereunder use the term below instead

herewith Words to avoid

Instead of using the term herewith use the term with this (or edit out) instead

hitherto Words to avoid

Instead of using the term hitherto use the term until now instead

hold in Words to avoid

Instead of using the term hold in use the term abeyance wait, postpone instead

hope and trust Words to avoid

Instead of using the term hope and trust use the term hope, trust (but not both) instead

if and when Words to avoid

Instead of using the term if and when use the term if, when (but not both) instead

illustrate Words to avoid

Instead of using the term illustrate use the term show, explain instead

immediately Words to avoid

Instead of using the term immediately use the term at once, now instead

implement Words to avoid

Instead of using the term implement use the term carry out, do instead

imply Words to avoid

Instead of using the term imply use the term suggest, hint at instead

in a number of cases Words to avoid

Instead of using the term in a number of cases use the term some (or say how many) instead

in accordance with Words to avoid

Instead of using the term in accordance with use the term as under, in line with, because of instead

in addition (to)Words to avoid

Instead of using the term in addition (to) use the term and, as well as, also instead

in advance Words to avoid

Instead of using the term in advance use the term before instead

in case of Words to avoid

Instead of using the term in case of use the term if instead

in conjunction with Words to avoid

Instead of using the term in conjunction with use the term and, with instead

in connection with Words to avoid

Instead of using the term in connection with use the term for, about instead

in consequence Words to avoid

Instead of using the term in consequence use the term because, as a result instead

in excess of Words to avoid

Instead of using the term in excess of use the term more than instead

in lieu of Words to avoid

Instead of using the term in lieu of use the term instead of instead

in order that Words to avoid

Instead of using the term in order that use the term so that instead

in receipt of Words to avoid

Instead of using the term in receipt of use the term get, have, receive instead

in relation to Words to avoid

Instead of using the term in relation to use the term about instead

in respect of Words to avoid

Instead of using the term in respect of use the term about, for instead

in the absence of Words to avoid

Instead of using the term in the absence of use the term without instead

in the course of Words to avoid

Instead of using the term in the course of use the term while, during instead

in the event of/that Words to avoid

Instead of using the term in the event of/that use the term if instead

in the majority of instances Words to avoid

Instead of using the term in the majority of instances use the term most, mostly instead

in the near future Words to avoid

Instead of using the term in the near future use the term soon instead

in the neighbourhood of Words to avoid

Instead of using the term in the neighbourhood of use the term about, around instead

in view of the fact that Words to avoid

Instead of using the term in view of the fact that use the term as, because instead

inappropriate Words to avoid

Instead of using the term inappropriate use the term wrong, unsuitable instead

inception Words to avoid

Instead of using the term inception use the term start, beginning instead

incorporating Words to avoid

Instead of using the term incorporating use the term which includes instead

incurred Words to avoid

Instead of using the term incurred use the term have to pay, owe instead

indicate Words to avoid

Instead of using the term indicate use the term show, suggest instead

inform Words to avoid

Instead of using the term inform use the term tell instead

initially Words to avoid

Instead of using the term initially use the term at first instead

initiate Words to avoid

Instead of using the term initiate use the term begin, start instead

insert Words to avoid

Instead of using the term insert use the term put in instead

instances Words to avoid

Instead of using the term instances use the term cases instead

intend to Words to avoid

Instead of using the term intend to use the term will instead

intimate Words to avoid

Instead of using the term intimate use the term say, hint instead

irrespective of Words to avoid

Instead of using the term irrespective of use the term despite, even if instead

is in accordance with Words to avoid

Instead of using the term is in accordance with use the term agrees with, follows instead

is of the opinion Words to avoid

Instead of using the term is of the opinion use the term thinks instead

issue Words to avoid

Instead of using the term issue use the term give, send instead

it is known that Words to avoid

Instead of using the term it is known that use the term I/we know that instead

jeopardise Words to avoid

Instead of using the term jeopardise use the term risk, threaten instead

locality Words to avoid

Instead of using the term locality use the term place, area instead

locate Words to avoid

Instead of using the term locate use the term find, put instead

magnitude Words to avoid

Instead of using the term magnitude use the term size instead

manner Words to avoid

Instead of using the term manner use the term way instead

manufacture Words to avoid

Instead of using the term manufacture use the term make instead

marginal Words to avoid

Instead of using the term marginal use the term small, slight instead

material Words to avoid

Instead of using the term material use the term relevant instead

materialise Words to avoid

Instead of using the term materialise use the term happen, occur instead

may in the future Words to avoid

Instead of using the term may in the future use the term may, might, could instead

merchandise Words to avoid

Instead of using the term merchandise use the term goods instead

mislay Words to avoid

Instead of using the term mislay use the term lose instead

modification Words to avoid

Instead of using the term modification use the term change instead

moreover Words to avoid

Instead of using the term moreover use the term and, also, as well instead

negligible Words to avoid

Instead of using the term negligible use the term very small instead

nevertheless Words to avoid

Instead of using the term nevertheless use the term but, however, even so instead

notify Words to avoid

Instead of using the term notify use the term tell, let us/you know instead

notwithstanding Words to avoid

Instead of using the term notwithstanding use the term even if, despite, still, yet instead

numerous Words to avoid

Instead of using the term numerous use the term many (or say how many) instead

objective Words to avoid

Instead of using the term objective use the term aim, goal instead

obtain Words to avoid

Instead of using the term obtain use the term get, receive instead

occasioned by Words to avoid

Instead of using the term occasioned by use the term caused by, because of instead

on behalf of Words to avoid

Instead of using the term on behalf of use the term for instead

on numerous occasions Words to avoid

Instead of using the term on numerous occasions use the term often instead

on receipt of Words to avoid

Instead of using the term on receipt of use the term when we/you get instead