Words matter. The words we choose and the way we present them is vitally important to how users interact with our services, our products, our brand.
And although most of us create, use or interact with content on a daily basis, the words and the content design is hard to get right.
Most people are time-poor and have a lot of things competing for their attention. So if we want our content to be effective, we need to get it to them:
- in a way they understand
- through the most effective or expected channel
- at the time that’s best for them
Doing the above helps us meets the needs of the people who are interacting with us, shows respect for their time, and makes our messages, services and brand more successful.
Working with words at the Co-op
Co-op has a community of content designers, creative writers, editors, social media experts and copywriters who are making interacting with the Co-op more straightforward and effective. We work across a range of services, departments and channels to create content that puts the user first.
But absolutely everyone across the Co-op, no matter what their job role, communicates to different audiences, for different purposes. This makes it hard for our approach and our messages to be consistent.
We’ve written guidelines to help
We hope these pointers will help people put the needs of the people they’re communicating with first. Each tip is based on things we’ve learnt about how people read, how they speak, their motivations, anxieties and their priorities.
Of course, the guidelines will evolve based on feedback. We’d love to know what you think so let us know in the comments or email firstname.lastname@example.org
Co-op Digital writing guidelines
People talk about things in different ways.
Use words your audience understands.
People don’t know what you know.
Don’t make assumptions about people’s knowledge.
Too much content complicates your message.
Use the right words, not more words.
People arrive at your content with different experiences, insecurities and struggles.
Put yourself in their shoes.
Jargon and acronyms confuse and alienate people.
If you have to use them, explain what they mean.
People are busy.
Find out what they need to know and give it to them quickly.
Writing’s on the wall
We’ve made a set of posters on the guidelines and they’re starting to appear on various walls around Federation House and Angel Square. We’re hoping they’ll remind people to be mindful when they’re communicating – to help them make each word count.
You can download our writing guidelines now.
Thank you to Jack Fletcher for designing these posters.