Content

Vets.gov Content Style Guide

Introduction

When writing for Vets.gov, it’s important to think about users — veterans and their families. Vets.gov’s language is clear and direct, yet its tone is warm and quiet. We respect Veterans’ time, so we get to the point.

Vets.gov uses plain language — familiar words, simple sentences, and manageable chunks of information so that veterans and their families can access the information that they need.

  • We don’t say utilize when use works just as well.
  • We avoid saying manifested, because started says it better.

Our goal is to give Veterans and their families the information they need to make important decisions confidently and easily.

Table of Contents

  • Understand how users read on a screen
  • Don’t assume users will read every word
  • Content organization
  • Put the most important information first
  • Use headers to facilitate scanning
  • Use bulleted lists
  • “Chunk” information
  • Address the Veteran
  • Guidance on saying “you”, using second person
  • Capitalize veteran
  • Acknowledge people “with a history of military service” (Note: this is a loaded statement – think about framing)
  • Be concise
  • Use active voice
  • Write in a consistent voice and tone
  • What’s the difference?
  • Voice (clear, direct, personal, conversational)
  • Tone (warm, respectful, quiet**[note - why quiet? this is in the playbook but I disagree])
  • Be inclusive
  • With gendered pronouns
  • Acknowledge people “with a history of military service”
  • Referencing age or disability
  • Provide specific action steps
  • Grammar
  • Write straightforward sentences. Short, simple sentences are easier to read and understand. Keep most sentences to 20 words or less
  • Capitalization
  • Acronyms +Business names for programs/products (not use when possible, treat it like an acronym)
  • Numbers (including phone numbers and percentages)
  • URLS and filenames
  • Links
  • Vets.gov-specific terms

Ideas + Call out specific design elements, like buttons + Labeling buttons – http://health.gov/healthliteracyonline/organize/section-4-4/ + Write actionable labels + Imagery + add research, quotes, user feelings, etc. a la mailchimp