Instead of using the term projected use the term estimated instead
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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Instead of using the term prolonged use the term long instead
Instead of using the term promptly use the term quickly, at once instead
Instead of using the term promulgate use the term advertise, announce instead
We want to make sure we're always being inclusive when talking to or about our users. This means using appropriate pronouns.
When talking to a user always use second-person pronouns. When talking about Smart always use first person pronouns. For example, "We'll send you an email".
When talking about a user, always use they/them pronouns unless you know their pronouns.
Never address anyone by or refer to anyone by she/he pronouns unless you definitely know which ones they use.
Instead of using the term proportion use the term part instead
Instead of using the term provide use the term give instead
Instead of using the term provided that use the term if, as long as instead
Instead of using the term provisions use the term rules, terms instead
Instead of using the term proximity use the term closeness, nearness instead
Instead of using the term purchase use the term buy instead
Instead of using the term pursuant to use the term under, because of, in line with instead
Instead of using the term qualify for use the term can get, be able to get instead
Use single quotes when paraphrasing something. Use double quotes in all other instances.
Where there is a sentence that ends with something in quote marks, the full stop should go "outside the quotation marks, like this". For US English, it's the other way round and the full stop should go "inside the quotation marks, like this."
A pot in Smart Retire where a user can set aside money for emergencies. Write in sentence case.
Instead of using the term reconsider use the term think again about, look again at instead
Instead of using the term reduce use the term cut instead
Instead of using the term reduction use the term cut instead
For example, "re-enter your password".
Instead of using the term referred to as use the term called instead
Instead of using the term refer to use the term talk about, mention instead
Instead of using the term regarding use the term about, on instead
Instead of using the term regulation use the term rule instead
Instead of using the term reimburse use the term repay, pay back instead
Instead of using the term reiterate use the term repeat, restate instead
Instead of using the term relating to use the term about instead
Instead of using the term remain use the term stay instead
Instead of using the term remainder use the term the rest, what is left instead
Instead of using the term remittance use the term payment instead
Instead of using the term remuneration use the term pay, wages, salary instead
Instead of using the term render use the term make, give, send instead
Instead of using the term represent use the term show, stand for, be instead
Instead of using the term request use the term ask, question instead
Instead of using the term require use the term need, want, force instead
Instead of using the term requirements use the term needs, rules instead
No hyphen.
Instead of using the term reside use the term live instead
Instead of using the term residence use the term home, where you live instead
Instead of using the term restriction use the term limit instead
Instead of using the term retain use the term keep instead
Instead of using the term review use the term look at (again) instead
Instead of using the term revised use the term new, changed instead
Instead of using the term said/such/same use the term the, this, that instead
SAVA is the name of Smart's virtual assistant.
SAVA uses she/her pronouns.
We always use upper case for her name as it is an acronym for Smart's Avatar Virtual Assistant.
Her name is pronounced the same as the word “saver”.
To refer to money held with Smart. Not "funds". Always use "pension savings" in the first instance. You can refer to them as "your savings" thereafter if appropriate.
Instead of using the term scrutinise use the term read (look at) carefully instead
Instead of using the term select use the term choose instead
Don't use them. Ever.
Instead of using the term settle use the term pay instead
Use set up as a verb and setup as a noun. Don't use setup as an adjective.
Not log in.
Not log out.
Instead of using the term similarly use the term also, in the same way instead
Use sentence case unless it forms the name of a specific single employer trust. You can follow the first instance with the acronym in brackets – "Single employer trust (SET)" and use the acronym for further instances if you would like.
When talking about the company.
Two words.
Name of Smart Pension's master trust. Capitalise the M and the T.
Two words.
Instead of using the term solely use the term only instead
Instead of using the term specified use the term given, written, set instead
Call to action for the beginning of a process.
Instead of using the term state use the term say, tell us, write down instead
Capitalise.
Instead of using the term statutory use the term legal, by law instead
Instead of using the term subject to use the term depending on, under, keeping to instead
Instead of using the term submit use the term send, give instead
Instead of using the term subsequently use the term later instead
Instead of using the term subsequent to/upon use the term after instead
Instead of using the term substantial use the term large, great, a lot of instead
Instead of using the term substantially use the term more or less instead
Instead of using the term sufficient use the term enough instead
Instead of using the term supplement use the term go with, add to instead
Instead of using the term supplementary use the term extra, more instead
Instead of using the term supply use the term give, sell, delivery instead
Hyphenated.
You can capitalise the words "team", "practice" or "discipline" if it forms part of a name. For example, Team Awesome, the Design Practice, or the Marketing Team.
You shouldn't capitalise it if it doesn't form part of a name. For example:
- I'll hand the documents over to the other team
- Have you met our team of marketers?
- I see there's lots of good work going on in your practice.
- Will anyone from your discipline be joining?
- We're thinking of forming some sort of separate graphic design team.
We capitalise PEG names as though they are proper nouns. For example, the Savings and Administration PEG. Or the Retirement and Member Payments (RAMP) PEG.
Instead of using the term terminate use the term stop, end instead
Instead of using the term that being the case use the term if so instead
Instead of using the term the question as to whether use the term whether instead
Instead of using the term thereafter use the term then, afterwards instead
Instead of using the term thereby use the term by that, because of that instead
Instead of using the term therein use the term in that, there instead
Instead of using the term thereof use the term of that instead
Instead of using the term thereto use the term to that instead
Don't use (the) tenant– use you.
We always say "The US". Not "USA", "America", "U.S." or any other variation.
Instead of using the term thus use the term so, therefore instead
Instead of using the term to date use the term so far, up to now instead
Don't use (to) liaise with – use to meet with, to discuss with, to work with (whichever is more descriptive).
Don't use (to) progress something – describe what is going to happen.
Instead of using the term to the extent that use the term if, when instead
Instead of using the term transfer use the term change, move instead
Instead of using the term transmit use the term send instead
Lower case "t" at the beginning, unless it is at the beginning of a sentence.
Instead of using the term ultimately use the term in the end, finally instead
Instead of using the term unavailability use the term lack of instead
Instead of using the term undernoted use the term the following instead
Instead of using the term undersigned use the term I, we instead
Instead of using the term undertake use the term agree, promise, do instead
Instead of using the term uniform use the term same, similar instead