You represent one of the greatest state governments in the USA. Let your pride in public service shine through in every piece of content you write for the people of Connecticut.
Your voice is how you represent your government and should be consistent across all of CT.GOV-Connecticut's Official State Website, regardless of the department or topic. CT.Gov’s voice is:
The tone of your content can be flexible, depending on your department. Overall, CT.Gov’s tone is:
Keep in mind that the type of content you create sets the tone. For example, a page about starting a business in CT might have an upbeat welcoming tone, while an update on contracting regulations may sound more formal.
Using plain language and an active voice is important for government writing. Copy should be simple, clear, free of unnecessary jargon, and resemble spoken language. Read more about plain language.
There are hundreds of distinct audiences made up of numerous focused personas that represent the people of Connecticut. Before you start writing, have a clear idea of the people your content will serve.
Are they parents? Older adults? Low-income families? Students? Commuters? Are you targeting multiple groups?
Understanding the needs and intent of your audience is crucial to serving up the most helpful content on your website. Make sure your writing addresses users’ common concerns, and your content will be on the fast track to success.
For example, if you know users are looking for information about public transportation schedules, prioritize that in your content and make it easy to find.
Are they highly engaged and resourceful? Are they hesitant and resistant? Are they urgently searching for timely information?
The needs of your audience may vary in urgency, whether they are looking for a way to stop a potential eviction or want to learn about the best CT parks to visit. Using plain language is important for urgent and less urgent needs.
If you can understand your user’s mindset, you can create better content that satisfies their needs.
Decide on the one essential thing you want your audience to remember after reading your content.
How can you improve their lives with your content? Whether you make it easier to find services or inform them of important law changes, adding value to your audience with good content is essential.
That’s your main message. A best practice is to state this information above the fold for quick access. Then, use it to guide how you develop the rest of your content.
Telling your users what they “should” do risks alienating them. It can come off as judgmental and bureaucratic. Instead, tell users what they can do and how to do it.
Here are some alternatives to try:
Is there a great page you direct users to already? Or useful content you find yourself revisiting because it’s so helpful? If you know a certain page performs well, don’t be afraid to adopt the voice, tone, or approach in your own writing.
Content that is immediately visible to your audience once they land on a given page, without needing to scroll.
People interacting with your website. Also called users and readers in this guide.
For users, the intent is the behavior or goal behind their actions, and why they’re visiting your site.
For authors, the intent is the meaning or goal behind the words.
Defined type of user with specific goals and behaviors. An audience can have many personas within it. For instance, if “parents” are identified as an audience, then one persona could be a parent who is re-entering the workforce after raising their child at home.
Tone is the communication style or attitude of your writing. It can be official, informal, friendly, funny, or serious, among many other styles. You should be aware of the tone you are using because it can have a big effect on how readers understand your work.
Voice is the combination of tone, word choice, point of view, syntax, punctuation, and rhythm that a writer uses.
Make it easy for the user to find what they need by structuring content clearly.
Evaluate your content. See if it meets these three objectives.
