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

on request Words to avoid

Instead of using the term on request use the term if you ask instead

on the grounds that Words to avoid

Instead of using the term on the grounds that use the term because instead

on the occasion that Words to avoid

Instead of using the term on the occasion that use the term when, if instead

operate Words to avoid

Instead of using the term operate use the term work, run instead

optimum Words to avoid

Instead of using the term optimum use the term best, ideal instead

option Words to avoid

Instead of using the term option use the term choice instead

ordinarily Words to avoid

Instead of using the term ordinarily use the term normally, usually instead

otherwise Words to avoid

Instead of using the term otherwise use the term or instead

outstanding Words to avoid

Instead of using the term outstanding use the term unpaid instead

owing to Words to avoid

Instead of using the term owing to use the term because of instead

partially Words to avoid

Instead of using the term partially use the term partly instead

participate Words to avoid

Instead of using the term participate use the term join in, take part instead

particulars Words to avoid

Instead of using the term particulars use the term details, facts instead

per annum Words to avoid

Instead of using the term per annum use the term a year instead

perform Words to avoid

Instead of using the term perform use the term do instead

permissible Words to avoid

Instead of using the term permissible use the term allowed instead

permit Words to avoid

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

personnel Words to avoid

Instead of using the term personnel use the term people, staff instead

persons Words to avoid

Instead of using the term persons use the term people, anyone instead

peruse Words to avoid

Instead of using the term peruse use the term read, read carefully, look at instead

place Words to avoid

Instead of using the term place use the term put instead

possess Words to avoid

Instead of using the term possess use the term have, own instead

possessions Words to avoid

Instead of using the term possessions use the term belongings instead

practically Words to avoid

Instead of using the term practically use the term almost, nearly instead

predominant Words to avoid

Instead of using the term predominant use the term main instead

prescribe Words to avoid

Instead of using the term prescribe use the term set, fix instead

preserve Words to avoid

Instead of using the term preserve use the term keep, protect instead

previous Words to avoid

Instead of using the term previous use the term earlier, before, last instead

principal Words to avoid

Instead of using the term principal use the term main instead

prior to Words to avoid

Instead of using the term prior to use the term before instead

proceed Words to avoid

Instead of using the term proceed use the term go ahead instead

procure Words to avoid

Instead of using the term procure use the term get, obtain, arrange instead

profusion of Words to avoid

Instead of using the term profusion of use the term plenty, too many (or say how many) instead

prohibit Words to avoid

Instead of using the term prohibit use the term ban, stop instead

projected Words to avoid

Instead of using the term projected use the term estimated instead

prolonged Words to avoid

Instead of using the term prolonged use the term long instead

promptly Words to avoid

Instead of using the term promptly use the term quickly, at once instead

promulgate Words to avoid

Instead of using the term promulgate use the term advertise, announce instead

proportion Words to avoid

Instead of using the term proportion use the term part instead

provide Words to avoid

Instead of using the term provide use the term give instead

provided that Words to avoid

Instead of using the term provided that use the term if, as long as instead

provisions Words to avoid

Instead of using the term provisions use the term rules, terms instead

proximity Words to avoid

Instead of using the term proximity use the term closeness, nearness instead

purchase Words to avoid

Instead of using the term purchase use the term buy instead

pursuant to Words to avoid

Instead of using the term pursuant to use the term under, because of, in line with instead

qualify for Words to avoid

Instead of using the term qualify for use the term can get, be able to get instead

reconsider Words to avoid

Instead of using the term reconsider use the term think again about, look again at instead

reduce Words to avoid

Instead of using the term reduce use the term cut instead

reduction Words to avoid

Instead of using the term reduction use the term cut instead

refer to Words to avoid

Instead of using the term refer to use the term talk about, mention instead

referred to as Words to avoid

Instead of using the term referred to as use the term called instead

regarding Words to avoid

Instead of using the term regarding use the term about, on instead

regulation Words to avoid

Instead of using the term regulation use the term rule instead

reimburse Words to avoid

Instead of using the term reimburse use the term repay, pay back instead

reiterate Words to avoid

Instead of using the term reiterate use the term repeat, restate instead

relating to Words to avoid

Instead of using the term relating to use the term about instead

remain Words to avoid

Instead of using the term remain use the term stay instead

remainder Words to avoid

Instead of using the term remainder use the term the rest, what is left instead

remittance Words to avoid

Instead of using the term remittance use the term payment instead

remuneration Words to avoid

Instead of using the term remuneration use the term pay, wages, salary instead

render Words to avoid

Instead of using the term render use the term make, give, send instead

represent Words to avoid

Instead of using the term represent use the term show, stand for, be instead

request Words to avoid

Instead of using the term request use the term ask, question instead

require Words to avoid

Instead of using the term require use the term need, want, force instead

requirements Words to avoid

Instead of using the term requirements use the term needs, rules instead

reside Words to avoid

Instead of using the term reside use the term live instead

residence Words to avoid

Instead of using the term residence use the term home, where you live instead

restriction Words to avoid

Instead of using the term restriction use the term limit instead

retain Words to avoid

Instead of using the term retain use the term keep instead

review Words to avoid

Instead of using the term review use the term look at (again) instead

revised Words to avoid

Instead of using the term revised use the term new, changed instead

said/such/same Words to avoid

Instead of using the term said/such/same use the term the, this, that instead

scrutinise Words to avoid

Instead of using the term scrutinise use the term read (look at) carefully instead

select Words to avoid

Instead of using the term select use the term choose instead

settle Words to avoid

Instead of using the term settle use the term pay instead

similarly Words to avoid

Instead of using the term similarly use the term also, in the same way instead

solely Words to avoid

Instead of using the term solely use the term only instead

specified Words to avoid

Instead of using the term specified use the term given, written, set instead

state Words to avoid

Instead of using the term state use the term say, tell us, write down instead

statutory Words to avoid

Instead of using the term statutory use the term legal, by law instead

subject to Words to avoid

Instead of using the term subject to use the term depending on, under, keeping to instead

submit Words to avoid

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

subsequent to/upon Words to avoid

Instead of using the term subsequent to/upon use the term after instead

subsequently Words to avoid

Instead of using the term subsequently use the term later instead

substantial Words to avoid

Instead of using the term substantial use the term large, great, a lot of instead

substantially Words to avoid

Instead of using the term substantially use the term more or less instead

sufficient Words to avoid

Instead of using the term sufficient use the term enough instead

supplement Words to avoid

Instead of using the term supplement use the term go with, add to instead

supplementary Words to avoid

Instead of using the term supplementary use the term extra, more instead

supply Words to avoid

Instead of using the term supply use the term give, sell, delivery instead

terminate Words to avoid

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

that being the case Words to avoid

Instead of using the term that being the case use the term if so instead

the question as to whether Words to avoid

Instead of using the term the question as to whether use the term whether instead

thereafter Words to avoid

Instead of using the term thereafter use the term then, afterwards instead

thereby Words to avoid

Instead of using the term thereby use the term by that, because of that instead

therein Words to avoid

Instead of using the term therein use the term in that, there instead

thereof Words to avoid

Instead of using the term thereof use the term of that instead

thereto Words to avoid

Instead of using the term thereto use the term to that instead

thus Words to avoid

Instead of using the term thus use the term so, therefore instead

to date Words to avoid

Instead of using the term to date use the term so far, up to now instead