Instead of using the term unilateral use the term one-sided, one-way 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 unoccupied use the term empty instead
Instead of using the term until such time use the term until instead
Unusual words and difficult words, including idioms and jargon, need to have definitions, so users know what they mean. An unusual word is one that’s not used in everyday conversation,
The first time an unusual word or phrase is used we should write an inline definition.
If the word or phrase has multiple meanings in the same page, then we should write an inline definition each time there is a new meaning.
This is an accessibility guideline, meeting Success Criterion 3.1.3 Unusual Words, level AAA.
The former is a noun and the latter is an adverb. For example: Your up-to-date statement is kept up to date.
For any online content (on the platforms, in emails, on websites), avoid URLs – link with some descriptive anchor text (Read about the annual allowance on the Pension Wise website, not www.pensionwise.gov.uk). The exception to this is PDFs, where you need to write the URL out.
When you do need to write a URL out, always use www. at the beginning. Don't use title case in URLs (www.smartpension.co.uk, not www.SmartPension.co.uk), as this makes them harder to read.
Whenever we hyperlink text, there must be a description of what the link is or where it goes. The simplest way to do this is to describe the purpose of the link in the hyperlinked text or using the page title. We can also use icons (pdf icon describes the type of document), and alt text.
For example, visit our support site to find out how to sign in on our How do I sign in article.
On the platform, we will use aria tags, due to space limitations.
This is an accessibility guideline, meeting Success Criterion 2.4.9 Link Purpose (Link Only), level AAA.
All one word, not 'user name'. Some usernames are email addresses, but not all.
Instead of using the term utilisation use the term use instead
Instead of using the term utilise use the term use instead
Instead of using the term variation use the term change instead
For video-only content, like silent movies, silent demos and animations, there needs to be a text description that describes what’s happening on screen.
The aim is to create the same experience with your text as you get from the video.
This is an accessibility requirement, meeting Success Criterion 1.2.1 Audio-only and Video-only (Prerecorded), level A.
For videos that have dialogue, there needs to be accurate and complete captions. These can be always on (open captions) or hideable (closed captions).
Using YouTube’s automatic captions isn’t enough as the accuracy can’t be guaranteed.
This is an accessibility requirement, meeting Success Criterion 1.2.2 Captions (Prerecorded), level A.
If the video is a live webcast or broadcast, we can use real-time text translation in captions, such as on YouTube.
This is an accessibility requirement, meeting Success Criterion 1.2.4 Captions (Live), level AA.
Videos also need to have a specific audio track that includes audio descriptions. Users must be able to select whether to use this audio track or not. You can do this by having a separate video that includes only the audio description soundtrack.
Live videos do not need audio descriptions.
This is an accessibility requirement, meeting Success Criterion 1.2.5 Audio Description (Prerecorded), level AA.
Instead of using the term virtually use the term almost (or edit out) instead
Instead of using the term visualise use the term see, predict instead
Instead of using the term ways and means use the term ways instead
Instead of using the term we have pleasure in use the term we are glad to instead
One word, no hyphen in the UK and Australia. Hyphenated (well-being) in the US and the rest of the world.
Instead of using the term whatsoever use the term whatever, what, any instead
Instead of using the term whensoever use the term when instead
Instead of using the term whereas use the term but instead
Instead of using the term whether or not use the term whether instead
Sentence case, no hyphen, two separate words. For example, "we are selling white label partnerships".
Sentence case. Not a proper noun. No hyphen. For example, "check your wifi connection"
Not capitalised. For example, "If you make a will you can also make sure you don’t pay more Inheritance Tax than you need to".
Instead of using the term with a view to use the term to, so that instead
Instead of using the term with effect from use the term from instead
Instead of using the term with reference to use the term about instead
Instead of using the term with regard to use the term about, for instead
Instead of using the term with respect to use the term about, for instead
Instead of using the term with the minimum of delay use the term quickly (or say when) instead
Instead of using the term you are requested use the term please instead
Instead of using the term your attention is drawn use the term please see, please note instead
Don't use zone use the term use area or region.