How we write for Smart

Use "Quit". Can be more specific, like "Quit transaction".

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

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

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

Instead of using the term expenditure use the term spending instead

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

Lower case.

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

Instead of using the term extremity use the term limit instead

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

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

Instead of using the term factor use the term reason instead

One word, not two.

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

We have a "no-FAQs" rule. Our existing content and products should be written and structured in a way that the user does not have to ask questions in order to find out what they need to know or complete a task.

If there is no other solution than to use a question as a subheading, write the question in the first person.

Should be capitalised as it's a proper noun – it's a service offered by Pay.UK.

Use upper-case when referring to file extensions in body copy. For example, "PDF" and not "pdf".

If a link opens a file, then tell the user by specifying the file extension in brackets after the CTA copy. Use lower-case and a stop before the file extension.  For example, "Download statement (.pdf)".

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

Not forename.

Two words, no hyphen. Use "first name" rather than "forename", etc. Only capitalise if at the beginning of a sentence.

Smart Retire's drawdown pot. Sentence case.

Instead of using the term following use the term after instead

You should follow the VID (Visual Identity) design guidelines on which fonts to use and how to present them.

Should always be written out in full, not eg or e.g.

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

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

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

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

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

Instead of using the term forward use the term send instead

Instead of using the term frequently use the term often instead

Use normally in sentences and paragraphs. Don't use them to end headers.

The exception to this is error messages, which should have a full stop at the end of the header. If there are two sentences to the error message, use to end the first sentence.

Where there is a sentence that ends with something in quote marks, the full stop should go "outside the quotation marks like this". It's the other way around for US English.

Don't use full stops:

• to end any text for radio buttons
• at the end of standalone links, for example, "Back"

Should only be used to refer specifically to investment funds. For a sum of money in a scheme/pot use "pension savings" and not "pension funds".

Only capitalise the word "fund" if it forms part of a proper noun (name). For example, "Your savings are divided up between four funds, including the Smart Sharia Fund and the Smart Future Fund".

Instead of using the term furnish use the term give instead

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

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

We never ask a user for their sex or gender unless it is absolutely essential. If we do have to ask for it, we must tell them why we need the information.

The main case for asking for a user's gender is when we have to ask a member for their legally recognised gender. This is because it is a requirement from the government on any RTI (real time information) data that's submitted to do with PAYE. More information can be found here on the government website.

Where we must ask for the member's gender for this reason, we say:

"Select your legally recognised gender. HMRC uses this for tax services."

Or, if the information was already supplied by their employer:

"Your employer told us your legally recognised gender when you joined Smart Pension. HMRC uses this for tax services."

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

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

Refers to how a user's savings, when using an investment strategy managed by the pension provider, are moved into different investments the closer the user is to their nominated retirement age. This is often done to reduce risk.

The full definition is in progress. This term is used rarely in client-facing comms. This may change in early 2023.

Remember that glidepath is all one word, not glide path.

Not glidepath, glide-path or Glide Path.

Lowercase G. For example, "In a series of indicative votes, the UK government failed to find a consensus on Brexit."

Instead of using the term grant use the term give instead

All external emails should start with "Hi [first name]" and end with "The Smart Pension Team" (or whatever team is most appropriate)

We say "Guaranteed income (also known as an annuity)" in the first instance, and "guaranteed income" in all other instances. The exception to this is if we're referring to a specific annuity product – in which case we would say "annuity".

Don't use (have) regard to – use take into account.

All page titles, headings and subheadings should be written in sentence case (not Title Case).

Use a heading that is specific enough to tell the user exactly what the page or form field does. For example, "Reset your password" not “I don’t know my password”.

People reading just the header, subheader, label or page title should know what to expect.

If the page is part of a collection of pages, we should also make that clear from the title.

Where there is only one action a user can take in a section, use the format "[Verb] the [noun]" or "[Verb] your [noun]".

Where a user can take multiple actions on a page, or for section headers and landing page headers, use a noun that covers all of the actions where possible. For example, "Contributions".

For platform content, we do not use questions as subheadings. Where it is completely unavoidable we use the first person for questions.

Text content should be organised with headings, wherever possible, to make it easier to navigate. For example in long form content, information articles and content that can be organised, like a ‘Setting’ menus. 

Some bits of content, like long letters, may not be suitable. 

We should also use headings in the right way if we have control over them. For example, if there are sub-topics, we should use H3s under the relevant H2 and so on.

This is an accessibility requirement, meeting Success Criterions 2.4.2 Page Titled, level A, 2.4.6 Headings and Labels, level AA, and 2.4.10 Section Headings, level AAA.

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

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

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

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

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

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

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

Instead of using the term hereunder use the term below instead

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

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

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

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

Use when creating compound adjectives. For example, "long-term investment".

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

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

When you're using content like images, charts, graphs, or thumbnails, these need to have text alternatives. 

For simpler content, like images or thumbnails, you must write a short caption that describes what it is. You must also use the alt text feature of the content management system (CMS) you’re using, This should be a descriptive sentence explaining the information conveyed in the image as the alt text. Alt text is what appears on a page if the content does not load. It is also what screen readers read.

For example, your caption could be ‘Andrew Evans and Will Wynne opening the Smart Building office’. Your alt text could be ‘Andrew Evans and Will Wynne surrounded by Smart colleagues on the ground floor celebrating the opening of the new Smart Building office’.

With content that’s more complicated, like graphs or diagrams, it’s not possible to give the same experience with just a short description. There needs to be more information. 

There must be both a short description and a long description. The aim is to create the same experience with your text as you get from the content.

The long description should be on the same page, and close to the content it is detailing.

For example, a graph showing Smart’s growth could say “This graph shows Smart’s growth”. 

The long description could say ‘This graph shows that since 2019 Smart has grown almost 2,000%, with growth accelerating. In 2019 growth was 200%, 2020 growth was 250% and growth in 2021 was 330%’.

This is an accessibility requirement, meeting Success Criterion 1.1.1 Non-text Content, level A.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Instead of using the term inform use the term tell instead

A pot in Smart Retire where the user can set aside some money to leave to loved ones or a charity when they die. Write it in sentence case.

Capitalised as a proper noun, according to the way that gov.uk uses it.

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

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

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

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

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

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

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

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

Instead of using the term instances use the term cases instead

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

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

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

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

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

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

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

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