Use "Quit". Can be more specific, like "Quit transaction".
Smart names
It’s important that the way we talk about Smart as an organisation and the way we talk about our products and services is both correct and consistent.
This page gives you an overview of how we talk about ourselves and our products when we write on Smart’s behalf. The key things to remember are:
- refer to Smart in the first person plural (we, us, our) and not first person singular (I, me)
- refer to the reader in the second person (you)
- make sure you're using the correct name for the product and the user you're writing about
- stay in the active voice
Referring to ourselves and our readers
When writing for Smart, you should usually refer to the organisation, or any team within the organisation, in the first person plural. For example:
- “we offer the fastest, easiest to use workplace pensions platform in the UK”
- “research is a great way to learn and understand our users’ needs”
- "here in the Marketing Team, we've been working closely with the content designers in the UX team"
- “contact us for more information”
Depending on context, you might need to refer to Smart in the third person. For example, in press releases, or anywhere you don't want the content to sound like it's being written by Smart. In this case, you would refer to Smart in the singular, as we are one singular organisation.
- "Smart is launching a new product" – not "Smart are launching a new product"
This also applies when you refer to a team within Smart that you are not a part of.
- "The Marketing Team is sending an email" - not "The Marketing team are sending an email"
You should always refer to the reader in the second person singular. For example:
- “please enter your password”
- “you can use our software to reassess employees”
We use the first person for us and the second person for the reader because:
- it builds trust with our audience – we’re addressing them as an equal
- it’s a friendly and approachable way to write
- it’s easier to read – making it a clearer way to communicate
- it fits in with our overall tone of voice.
How we talk about ourselves and our products
Smart –the name of the organisation as a whole. Not to be used to refer to the Smart Pension product, or used interchangeably with the term Smart Pension.
Smart Pension – The name of our pension product.
Smart Pension account – Users have a Smart Pension account.
We avoid using the term portal or member portal by saying "sign into your account to..." and "please sign into your Smart Pension account."
You can specify employee account, employer account or adviser account if you need to.
Smart Pension Master Trust and the scheme – When referring to the pension scheme, it should be called Smart Pension Master Trust in the first instance. For example, "your employer has enrolled you in the Smart Pension Master Trust."
You can call it the scheme after this. For example: "if you would like to leave the scheme..."
How we talk about our users
More than one term can fit to one person. How we refer to them depends on the scenario.
Scheme members or members – Anyone who has a pension with Smart. They don't need to be opted-in and contributing to be a member of the scheme.
Active member – Members who are currently enrolled, who have been opted in, joined or rejoined a scheme. They don't need to be actively contributing to their pension
Deferred member– Members who have ceased membership or opted out.
Employees – Someone who actively works for a company who uses or who is looking to use Smart Pension, or worked for them when they used Smart Pension.
Employers – Those who use Smart Pension to administer their workplace pension scheme.
Advisers – Financial advisers who work on behalf of multiple employers.
Clients – Corporate customers who buy white labelling, platform as a service (PaaS) or other products from us. Employers and advisers who use Smart Pension.
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Exit buttons and links
ex officio
Instead of using the term ex officio use the term because of his or her position instead
expedite
Instead of using the term expedite use the term hurry, speed up instead
expeditiously
Instead of using the term expeditiously use the term as soon as possible, quickly instead
expenditure
Instead of using the term expenditure use the term spending instead
expire
Instead of using the term expire use the term run out instead
Expression of wish
Lower case.
extant
Instead of using the term extant use the term current, in force instead
extremity
Instead of using the term extremity use the term limit instead
fabricate
Instead of using the term fabricate use the term make, make up instead
facilitate
Instead of using the term facilitate use the term help, make possible instead
factor
Instead of using the term factor use the term reason instead
Factsheet
One word, not two.
failure to
Instead of using the term failure to use the term if you do not instead
FAQs
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.
Faster Payments
Should be capitalised as it's a proper noun – it's a service offered by Pay.UK.
File extensions (csv, pdf...)
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)".
finalise
Instead of using the term finalise use the term end, finish instead
First name
Not forename.
First name
Two words, no hyphen. Use "first name" rather than "forename", etc. Only capitalise if at the beginning of a sentence.
Flexible income pot
Smart Retire's drawdown pot. Sentence case.
following
Instead of using the term following use the term after instead
Font type and size
You should follow the VID (Visual Identity) design guidelines on which fonts to use and how to present them.
For example
Should always be written out in full, not eg or e.g.
formulate
Instead of using the term formulate use the term plan, devise instead
for the duration of
Instead of using the term for the duration of use the term during, while instead
for the purpose of
Instead of using the term for the purpose of use the term to, for instead
for the reason that
Instead of using the term for the reason that use the term because instead
forthwith
Instead of using the term forthwith use the term now, at once instead
forward
Instead of using the term forward use the term send instead
frequently
Instead of using the term frequently use the term often instead
Full stops
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"
Funds
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".
furnish
Instead of using the term furnish use the term give instead
furthermore
Instead of using the term furthermore use the term then, also, and instead
further to
Instead of using the term further to use the term after, following instead
Gender and sex
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."
generate
Instead of using the term generate use the term produce, give, make instead
give consideration to
Instead of using the term give consideration to use the term consider, think about instead
Glidepath
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.
Glide path
Not glidepath, glide-path or Glide Path.
Government
Lowercase G. For example, "In a series of indicative votes, the UK government failed to find a consensus on Brexit."
grant
Instead of using the term grant use the term give instead
Greetings and sign offs
All external emails should start with "Hi [first name]" and end with "The Smart Pension Team" (or whatever team is most appropriate)
Guaranteed income (annuity)
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".
(have) regard to
Don't use (have) regard to – use take into account.
Headings, subheadings, labels, page and document titles
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.
henceforth
Instead of using the term henceforth use the term from now on, from today instead
hereby
Instead of using the term hereby use the term now, by this (or edit out) instead
herein
Instead of using the term herein use the term here (or edit out) instead
hereinafter
Instead of using the term hereinafter use the term after this (or edit out) instead
hereof
Instead of using the term hereof use the term of this instead
hereto
Instead of using the term hereto use the term to this instead
heretofore
Instead of using the term heretofore use the term until now, previously instead
hereunder
Instead of using the term hereunder use the term below instead
herewith
Instead of using the term herewith use the term with this (or edit out) instead
hitherto
Instead of using the term hitherto use the term until now instead
hold in
Instead of using the term hold in use the term abeyance wait, postpone instead
hope and trust
Instead of using the term hope and trust use the term hope, trust (but not both) instead
Hyphens
Use when creating compound adjectives. For example, "long-term investment".
if and when
Instead of using the term if and when use the term if, when (but not both) instead
illustrate
Instead of using the term illustrate use the term show, explain instead
Images, charts, graphs, thumbnails, diagrams
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.
immediately
Instead of using the term immediately use the term at once, now instead
implement
Instead of using the term implement use the term carry out, do instead
imply
Instead of using the term imply use the term suggest, hint at instead
in accordance with
Instead of using the term in accordance with use the term as under, in line with, because of instead
in addition (to)
Instead of using the term in addition (to) use the term and, as well as, also instead
in advance
Instead of using the term in advance use the term before instead
in a number of cases
Instead of using the term in a number of cases use the term some (or say how many) instead
inappropriate
Instead of using the term inappropriate use the term wrong, unsuitable instead
in case of
Instead of using the term in case of use the term if instead
inception
Instead of using the term inception use the term start, beginning instead
in conjunction with
Instead of using the term in conjunction with use the term and, with instead
in connection with
Instead of using the term in connection with use the term for, about instead
in consequence
Instead of using the term in consequence use the term because, as a result instead
incorporating
Instead of using the term incorporating use the term which includes instead
incurred
Instead of using the term incurred use the term have to pay, owe instead
indicate
Instead of using the term indicate use the term show, suggest instead
in excess of
Instead of using the term in excess of use the term more than instead
inform
Instead of using the term inform use the term tell instead
Inheritance pot
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.
Inheritance Tax
Capitalised as a proper noun, according to the way that gov.uk uses it.
initially
Instead of using the term initially use the term at first instead
initiate
Instead of using the term initiate use the term begin, start instead
in lieu of
Instead of using the term in lieu of use the term instead of instead
in order that
Instead of using the term in order that use the term so that instead
in receipt of
Instead of using the term in receipt of use the term get, have, receive instead
in relation to
Instead of using the term in relation to use the term about instead
in respect of
Instead of using the term in respect of use the term about, for instead
insert
Instead of using the term insert use the term put in instead
instances
Instead of using the term instances use the term cases instead
intend to
Instead of using the term intend to use the term will instead
in the absence of
Instead of using the term in the absence of use the term without instead
in the course of
Instead of using the term in the course of use the term while, during instead
in the event of/that
Instead of using the term in the event of/that use the term if instead
in the majority of instances
Instead of using the term in the majority of instances use the term most, mostly instead
in the near future
Instead of using the term in the near future use the term soon instead
in the neighbourhood of
Instead of using the term in the neighbourhood of use the term about, around instead
intimate
Instead of using the term intimate use the term say, hint instead