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.
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.
