Content strategy principles

Be clear

Always prioritize the most important information and task. It helps focus users’ attention on the things that are most meaningful to them.

• Mirror the language consumers use to describe what they’re looking for, and what they want to do. Don’t try to teach terminology.
• Break down complicated tasks into steps that help users focus on one thing at a time.
• Always provide full context, particularly when the customer needs to make a decision. Be extremely clear about what is happening, what it means in both the short- and long- term, what the customer can expect, and why.
• Ensure that our data classification mirrors consumer expectations, so that they can find what they need quickly and easily.

Be consistent

Use consistent language and apply a uniformed communication style across all site touchpoints to enhance understandability and increase usability of our site.

• Ensure that our voice comes through consistently throughout all aspects of our experience, and that our tone adapts thoughtfully to different contexts.
• Validate that all data is displaying accurately and consistently on the front-end, so that consumers can feel confident that what they are looking for is what they’re seeing.

Be useful

Design functional, useful conversations with users by anticipating who they are, why they’re here, and how they want us to talk with them.

• Tailor the level of personalization to be appropriate for the context and user expectations, and be clear about what information our users are providing, why, and how it will be used.
• Ensure the accuracy and completeness of the information we provide at all times.
• Tell the truth, and refuse to hide behind interfaces and passive voice.