In this section

Plain English

Clear, accessible, jargon-free language, that is understandable to all readers, in order to open up statistics to as wide an audience as possible.

Structuring content

How to tailor content for readers online; being concise as well as presenting important information in the first few paragraphs.

How we read on the web

Web users read information on a screen differently to how they might read it in a printed format.

Tone and voice

The tone of your content helps engage readers more effectively; using active verbs adds pace to a sentence.

Editing and proofreading

Editing and proofreading are essential to ensuring consistency in content and that your writing is clear, concise and free of errors.

User personas

User personas are characterisations of the type of people who use the ONS website. We use these personas to develop our content.

Web accessibility

Content needs to be simple for users with different abilities to navigate, read and interpret.

Titles and metadata

How to write clear and concise titles and metadata that will help improve your content’s search engine optimisation.