A pre-built investment offering available to our members instead of choosing their own funds. You can say "pre-built investment strategy" if you'd like. We never say "model strategy" or "model investment strategy".
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..."
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Instead of using the term in view of the fact that use the term as, because instead
Instead of using the term irrespective of use the term despite, even if instead
Instead of using the term is in accordance with use the term agrees with, follows instead
Instead of using the term is of the opinion use the term thinks instead
Instead of using the term issue use the term give, send instead
Don't use (it is) compulsory – use (you) must.
Instead of using the term it is known that use the term I/we know that instead
Don't use (it is) mandatory – use (you) must.
Don't use (it is) obligatory – use (you) must.
Instead of using the term jeopardise use the term risk, threaten instead
As per how they refer to themselves. Space before the last name. Not JPMorgan or JP Morgan or J.P.Morgan.
Not surname or second name.
Two words, no hyphen. Use "last name" rather than "surname". Only capitalise if at the beginning of a sentence.
A pot in Smart Retire where a user can leave some money to pay for an annuity. Sentence case.
Avoid unless put in context. For example, "Learn more about the later life pot". If you have to use learn more/find out more anchor text, make sure the link is correctly tagged for screen readers.
Use the phrase "learn more" rather than "find out more" or anything else. "Learn more" should usually be followed by "about...". For example, "Learn more about tax".
Links should be followed by a full stop if they appear at the end of a full sentence, but the full stop should be outside of the link.
If the link appears in isolation, no full stop is necessary.
Legal & General - Investment Management (LGIM) is the part of Legal & General (L&G) that handles Smart Pension's funds.
As per our guidelines on acronyms, both of these should be referred to by their full name in the first instance, with their acronym in brackets, before you refer to them by acronym.
Not life time allowance or Lifetime Allowance.
Links are used for navigating to a new page or going to an external page or document.
You should use buttons where the action causes a change to a page, for example submitting a form or opening a pop-up or panel on a page.
Use links in body text, but not in titles, summaries or subheadings. Use a full stop after a link if the link ends a sentence. For links that lead a user to a screen where they can start an action, start your link with a verb.
For links that lead to an information page, put the link in context. You can do this by using the title of the destination page. If the page title does not give context, describe where the link goes.
Tell the user if you’re linking to an external website. For example, "Pension Wise has more information on the lifetime allowance”. Generally avoid using generic links like "Click here”. Generic links don’t make sense out of context and don’t tell a user where the link will take them. Remember, one word links can be hard for users with reduced mobility to use.
Links should be followed by a full stop if they appear at the end of a full sentence, but the full stop should be outside of the link.
If the link appears in isolation, no full stop is necessary.
This is an accessibility requirement, meeting Success Criterion 2.4.4 Link Purpose (In Context), level A.
Instead of using the term locality use the term place, area instead
Instead of using the term locate use the term find, put instead
(as in "please provide your login details) Don't use. Use "account details" instead.
Don't use. Use "sign in" instead.
Don't use. Use "sign out" instead.
Instead of looking to, say have you thought about or would you like to, instead.
Instead of using the term magnitude use the term size instead
Instead of using the term manner use the term way instead
Instead of using the term manufacture use the term make instead
Instead of using the term marginal use the term small, slight instead
Two separate words. In a sentence it is written as "master trust" as it is not a proper noun. Only use capitals if the two words for part of a brand name, for example, the Smart Pension Master Trust.
Instead of using the term material use the term relevant instead
Instead of using the term materialise use the term happen, occur instead
Instead of using the term may in the future use the term may, might, could instead
Instead of using the term merchandise use the term goods instead
Instead of using the term mislay use the term lose instead
Instead of using the term modification use the term change instead
The Money Purchase Annual Allowance is the amount of pension contributions you get tax relief on if you have already started taking an income from a defined contribution pension.
We write it out in title case in the first instance, followed by the acronym in brackets – "Money Purchase Annual Allowance (MPAA)". Further instances on the same page can be expressed as an acronym only.
Instead of using the term moreover use the term and, also, as well instead
Title case as it's a proper noun.
Instead of using the term negligible use the term very small instead
Instead of using the term nevertheless use the term but, however, even so instead
A nominalisation is where you turn a verb (process, technique, emotion) into an abstract noun.
For example:
- complete (verb) becomes completion (nominalisation )
- introduce (verb) becomes introduction (nominalisation)
- provide (verb) becomes provision (nominalisation)
- fail (verb) becomes failure (nominalisation)
- arrange (verb) becomes arrangement (nominalisation)
Like passive verbs, too many of them make writing very dull and heavy-going. Avoid them.
- Instead of
We had a discussion about the matter
Say
We discussed the matter
- Instead of
There will be a stoppage of trains by drivers
Say
Drivers will stop the trains
- Instead of
The implementation of the method has been done by a team
Say
A team has implemented the method
Instead of using the term notify use the term tell, let us/you know instead
Instead of using the term notwithstanding use the term even if, despite, still, yet instead
Instead of using the term numerous use the term many (or say how many) instead
Instead of using the term objective use the term aim, goal instead
Instead of using the term obtain use the term get, receive instead
Instead of using the term occasioned by use the term caused by, because of instead
Not 'okay' or 'ok'.
Instead of using the term on behalf of use the term for instead
All one word.
Instead of using the term on numerous occasions use the term often instead
Instead of using the term on receipt of use the term when we/you get instead
Instead of using the term on request use the term if you ask instead
Instead of using the term on the grounds that use the term because instead
Instead of using the term on the occasion that use the term when, if instead
Instead of using the term operate use the term work, run instead
Instead of using the term optimum use the term best, ideal instead
Instead of using the term option use the term choice instead
No hyphen.
Instead of using the term ordinarily use the term normally, usually instead
Instead of using the term otherwise use the term or instead
Instead of using the term outstanding use the term unpaid instead
Instead of using the term owing to use the term because of instead
It's an acronym for Payroll and Pension Data Interface Standard. So not papdis or Papdis.
Instead of using the term partially use the term partly instead
Instead of using the term participate use the term join in, take part instead
Sentence case – not Participation Agreement.
Instead of using the term particulars use the term details, facts instead
Avoid the passive voice – it's wordy, difficult to follow, and often alienates us from our reader.
You can easily move most instances into the active voice.
- Passive voice
The account was closed - Active voice
We closed the account
- Passive voice
Your complaint will be escalated - Active voice
We'll escalate your complaint
- Passive voice
This form has been completed - Active voice
You've completed the form
A good rule of thumb to help you identify passive voice is to add the phrase "by monkeys" to the end of your clause ("Your account will be closed... by monkeys"). If it still makes sense, you're probably writing in the passive voice.
Find more details on the passive voice and how to spot and avoid it on the Smart names page.
Not pass word.
Generally, try to avoid ‘pension pot’. Instead refer to money held with Smart as ‘pension savings’. You can see how to use 'pension savings' in the entry below.
Smart Retire has ‘pots’. Someone who joins Smart Retire can split their pension savings between four pots, each designed to meet a different need in retirement. These are called the flexible income pot, later life pot, rainy day pot and inheritance pot.
To refer to money held with Smart. Not "pension funds". Always use "pension savings" in the first instance. You can refer to them as "your savings" from then on if appropriate.
Instead of using the term per annum use the term a year instead
Instead of using the term perform use the term do instead
Instead of using the term permissible use the term allowed instead
Instead of using the term permit use the term let, allow instead
Instead of using the term personnel use the term people, staff instead
Instead of using the term persons use the term people, anyone instead
Instead of using the term peruse use the term read, read carefully, look at instead
Not telephone.
Not telephone number.
Instead of using the term place use the term put instead
Always style with upper case P and S, including in the acronym (as above).
Don't use (please find) enclosed – use we have enclosed.
Instead of using the term possess use the term have, own instead
Instead of using the term possessions use the term belongings instead
Not post code.
Instead of using the term practically use the term almost, nearly instead
Instead of using the term predominant use the term main instead
Instead of using the term prescribe use the term set, fix instead
Instead of using the term preserve use the term keep, protect instead
Instead of using the term previous use the term earlier, before, last instead
Instead of using the term principal use the term main instead
Instead of using the term prior to use the term before instead
Instead of using the term proceed use the term go ahead instead
Instead of using the term procure use the term get, obtain, arrange instead
Instead of using the term profusion of use the term plenty, too many (or say how many) instead
Instead of using the term prohibit use the term ban, stop instead