Hantsweb voice and tone

Be concise

To keep content understandable, concise and relevant, it should be: 

  • specific
  • informative
  • clear and concise
  • brisk but not terse
  • incisive (friendliness can lead to a lack of precision and unnecessary words) – but remain human (not a faceless machine)
  • serious but not pompous
  • emotionless – adjectives can be subjective and make the text sound more emotive and like spin

You should

  • use contractions (eg can’t, don't)
  • not let caveats dictate unwieldy grammar – eg say ‘You can’ rather than ‘You may be able to’
  • use the language people are using – use Google Trends to check for terms people search for
  • not use long sentences – check any sentences with more than 25 words to see if you can split them to make them clearer
  • not use 'please' when notifying the user of something, or asking them to do something. For example, say 'You will be charged for this service', rather than 'Please note, you will be charged for this service'
Words ending in -ion and -ment tend to make sentences longer and more complicated than they need to be
Active voice

Use the active rather than passive voice. This will help us write concise, clear content.

Addressing the user

Address the user as ‘you’ where possible. Content on the site often makes a direct appeal to citizens and businesses to get involved or take action, eg ‘You can contact HantsDirect by phone and email’ or ‘Pay your library fines’.

Capitalisation, italics and underlines


Don't use italics for the same reason.

Never underline a piece of text for emphasis. Users may think it's a link and get frustrated when it doesn't go anywhere.


Use contractions eg can’t, don't, you’ll. Some organisations are reluctant to use them but we’ve never encountered a problem with understanding when testing with users.

Lots of ‘cannot’, ‘should not’ etc can seem archaic and formal. That’s a tone we can move away from without jeopardising the overall tone of information coming from Hampshire County Council.

Dates and times

Use the 12 hour clock (include 'am or 'pm'), eg 9am, 3.30pm

Use ‘to’ instead of a dash or slash in date and time ranges, eg 7.30am to 5pm. ‘To’ is quicker to read than a dash, and it’s easier for screen readers.

Always explain what your date range represents, eg ‘tax year 2013 to 2014’ or ‘September 2013 to July 2014’. Date ranges can be the academic year, calendar year or tax year. This is why date ranges must be very clear.

If you’re comparing statistics from 2 different tax or financial years, use ‘Comparing the financial year ending 2011 and that ending 2012, there was a 9% decrease’.

Use midday rather than 12 noon or 12pm

There is no guarantee that only your intended audience will find your content, or that everyone will understand what you mean. But we can make sure we get as close to accessible for everyone as we possibly can, simply by being very clear.

Use of 'click'

When referring to an action taken by a user such as selecting a link or button, use 'press' or 'tap'.

Don't use 'click' - this is relevant for users who are using desktop or laptop computers, but not for those using mobile devices.


When quoting examples, use 'such as', 'like' or 'for example'.

Latin abbreviations such as i.e., e.g. or etc might not be read properly by screen readers. Some site visitors may not know what these mean.


Gender-neutral text

Make sure text is gender neutral wherever possible. Use ‘them’, ‘their’, ‘they’ etc.

Plain English

Plain English is mandatory.

Plain English is the whole ethos of Hantsweb. It’s a way of writing and GOV.UK have a list of plain English (or words to avoid) list. This isn’t just a list of words to avoid. The list isn’t exhaustive. It’s an indicator to show you the sort of language that confuses users.

Don’t use formal or long words when easy or short ones will do. Use ‘buy’ instead of ‘purchase’, ‘help’ instead of ‘assist’, ‘about’ instead of ‘approximately’ and ‘like’ instead of ‘such as’.

We also lose trust from people if we use ‘buzzwords’ and jargon. Often, these words are too general and vague and can lead to misinterpretation or empty, meaningless text. We can do without these words:

With all of these words you can generally get rid of them by breaking the term into what you’re actually doing. Be open and specific.

Write conversationally – picture your audience and write as if you were talking to them one-to-one but with the authority of someone who can actively help

When to use we

In ‘about us’ sections lead with ‘we’ – it will be very obvious who the ‘we’ is on this page.

In policies, ‘we’ is also used, for example, ‘We announced our intention to do x as part of the coalition agreement.’

However, it’s not obvious who ‘we’ is in all content. For example, in a publication or detailed guide, users might enter the content in the middle of a page. They could arrive at an H2 heading from the navigation bar on the side, or skim read from the top until they find the section they want.

Using ‘we’ is fine, as long as you’re making it clear as much as possible who the ‘we’ is. Don’t assume the audience will know. Each time you use ‘we’, make sure you’ve already used the full name of the department or service in that specific section.

Writing about disability

Words to use and avoid when writing about disability.