Writing for gov.je

​Government Digital Standards

We follow digital standards to keep gov.je:

• correct
  
• relevant
• up to date
  
• easy to use
• accessible to all

When you design​ content for gov.je you must follow these standards.

Style standards

Our style guide​ makes sure content is consistent across gov.je. This includes spelling, grammar, dates, phone numbers and link formatting.​

Accessibility standards​​​

Our accessibility standards make sure gov.je works for everyone, including people who use assistive technologies.​

Readability standards

Our readability standards make sure everyone can understand our content. 

We aim for readability Grade 5 to 7 (UK reading age of approximately 9 to 13 years) .

You can check your draft using Hemingway app​​ before publish.​

Get to know our gov.je customers​

Our customers include:

• people living in Jersey
• Jersey citizens living abroad
  
• people outside Jersey who want to do business here or travel here

Understanding your customers helps you design content that meets their needs. Think about:

• how they think and behave
• what they are worried about
  
• the words they use
  

If you cannot research with customers directly, you can:

• speak to frontline staff
• use Google Analytics data
• look at social media and online forums​

Customer devices

Customers access gov.je using many devices. On average:

• 61% use mobile
• 29% use desktop
• 9% use tablet
• 3% use other devices

Always design conten​t with mobile users in mind.​

Reading levels

Complex and technical content is a major barrier for many users.

We do not have Jersey‑specific research, so we use UK data:

• around 15% of adults read at a level of 9 to 11 years
• 45% of adults aged 16 to 65 read at Level 1 or below
• around 3% read at very basic levels

This is why plain English is essential on gov.je.

Access needs

Many customers have access needs when using gov.je.

We know that in Jersey:

• around 16,000 people have a disability or long‑term health condition
• around 4,000 people have a sight impairment
• over 1,100 people are on the autism spectrum
  
• at least 10% of the population are affected by dyslexia
• colour blindness affects around 1 in 12 men and 1 in 200 women​
  

Assistive technologies​

Not all disabilities are visible. Hidden disabilities can affect how people use websites, including:

• learning disabilities
• dyslexia
• autism
  
• hearing loss
  

People may use assistive technologies such as:

• screen readers
• screen magnifiers
• captions and transcripts
• dark modes or overlays
• braille displays

Always think about how people with different needs will access your content.​

Images, video and colour

​Images, video and colour can help, but they can also create barriers. 

​Images

Only use images if:

• they add meaning or context
• there is a clear user need

Images must:

• meet colour contrast standards, use a contrast checker​
  
• follow alt text guidance
  
• be clear on all devices, especially mobile
• avoid text overlays​

Videos

Videos can be inclusive if used correctly.

When using video:

• include captions
  
• provide a transcript
  
• avoid flashing or fast animations
• keep movement slow
• use a British Sign Language interpreter where possible
• check colour contrast
• use clear, easy‑to‑read text

Colour

Do not rely on colour alone to convey meaning.

Always provide text alternatives for:

• charts
• infographics
• maps and keys

Make sure coloured text meets contrast standards. You can use a contrast checker.

Writing well for specialists

Plain English is still required for technical or specialist content.

Research shows that people with high literacy levels prefer plain English because it saves time.

Technical terms

You can use technical terms if you need to. Explain them the first time you use them.

Legal content

Legal content can be written in plain English. Gov.je is no​t a legal document. It explains information so customers can understand it.​

Technical and specialist content standards

Writing and structuring content

People read online differently. Most users skim pages and read only a small amount of text.

Structure content so users can find what they need quickly.

Page titles​

Page titles must:

• be short and clear
• make sense on their own, such as in search results
• describe exactly what the page is about
• remove unnecessary words
• start with the most important words
• use familiar keywords
• use clear actions for tasks, such as 'Apply for a driving licence'
  

Keywords

Use the words customers use so they can find your content.

Avoid:

• government jargon
• acronyms
• internal scheme names

To find keywords, you can:

• talk to customers
• ask frontline staff
• use Google Analytics
• review social media and forums
• look at similar websites​

Active language

Active language keeps content clear and direct.

Personal pronouns

Address the customer as 'you'. Refer to the Government of Jersey as 'we'.

Frontload

Put the most important information at the top of the page.

Headings

Use headings to help users scan content.​

Avoid F​A​Qs

FAQs are discouraged because they are:

• hard to scan
  
• difficult to front‑load
• frustrating for screen reader users

Good content should answer customer needs without FAQs.​

Be concise​

Good content is:

• clear
• specific
• informative
  

To keep content concise:

• use contractions
• choose short words
• use bullet points and numbered steps​

Inclusive language

Use inclusive language when writing about:

• age
• disability
• sex and gender
• sexual orientation
• ethnicity, nationality and religion

Follow the gov.je inclusive language guide.​

Plain English​

Plain English is mandatory.

Use short, familiar words. For example:

• use 'buy' instead of 'purchase'
  
• use 'help' instead of 'assist'
  
• use 'about' instead of 'approximately'
  

Write as if you are speaking directly to a person, in a helpful and professional way.

Aim for no higher th​an a Grade 7 reading level. You can check this in Hemingway App.​

After ​publish

Review your content regularly to make sure it still meets customer needs.

You can use:

• search data
  
• user feedback
  
• Google Analytics
  
• feedback from frontline teams​

Help with writing for gov.je​

If you need help with writing or accessibility, contact digital@gov.je.​