Use short and easy words
✔ Buying these products will help you save about £30,000.
❌ Purchasing these products will help you save approximately £30,000.
Use one word rather than two or three
✔ We did this to increase turnover.
❌ We did this in order to increase turnover.
Explain technical terms
You can use technical terms when you need to, but you have to explain them the first time you use them.
Avoid jargon
Do not assume everybody knows the specialist jargon we use internally.
Avoid non english words unless they’re relevant to the content
✔ If you’re not familiar with the process, get in touch.
❌ If you’re not au fait with the process, get in touch.
Avoid out-of-date or uncommon words
Examples of words you should avoid are ‘amongst’, ‘whilst’ and ‘therefore’. Use ‘among’, ‘while’ and ‘so’ instead.
Try to show empathy when talking about sensitive issues
✔ You may lose your home.
❌ You may lose your property.
Use ‘older people’, not ‘the elderly’, ‘senior citizens’ or ‘pensioners’
✔ Sutton has facilities for older people.
❌ Sutton has facilities for the elderly.