Our responsibility as content publishers
Content publishers have the power to drive better policy and community outcomes through creating good content. When information is inclusive and accessible, it helps people make informed decisions, reduces confusion, and improves engagement. Clear and simple content also boosts search rankings, enhances translations, and increases trust. By prioritising inclusivity, readability and accessibility, the OneCX Program ensures government services reach and support more people. This ultimately drives stronger policy and community impact.
Key benefits of creating good content
- Clear communication: helps people find the information they need, reducing confusion.
- Better translations: 25% of NSW residents speak a language other than English at home (ABS, 2021 Census). Clear writing improves translations and accessibility.
- Improved search rankings: easier-to-read content performs better in search engines, increasing visibility.
- Greater user engagement: simple, direct content encourages people to read, understand, and act on information.
- Improved customer satisfaction: a Plain English Foundation client who implemented a plain language program found that customer satisfaction increased from 62% to over 90%.
- Increased trust: transparent and easy-to-understand communication builds credibility and confidence in government messaging.
- Enhanced accessibility and inclusivity: the OneCX Program ensures information structure meets the diverse needs of NSW.
Readability and structure
Government information should be easy to understand. The OneCX Program follows a plain English approach, aiming for a grade 9 reading level or below. This ensures clarity without losing meaning. Plain English is clear, concise and free of unnecessary jargon. Short sentences, active voice, and logical structure improve comprehension and engagement.
Using simple, familiar words makes content easier to scan and digest. For instance, after the New Zealand government redesigned its citizenship application form in plain English, errors dropped from 66% to just 10%. Readable and well-structured content not only improves user experience but also reduces misunderstandings and errors. A well-structured digital experience helps people find what they need quickly. Prioritising scannability through clear headings, bullet points, and straightforward formatting makes it easier for users to locate and understand important information.
Key principles for creating good content
- Use plain English: keep language clear and avoid unnecessary complexity.
- Adopt an everyday tone: use the NSW Government's everyday tone; direct, supportive, and engaging.
- Speak to the reader: use 'we' and 'you' to create a friendly, approachable style.
- Avoid jargon and acronyms: use simple terms instead of technical or industry-specific language.
- Use active voice: show who is performing the action. For example, 'The Director raised the issue' instead of 'The issue was raised'.
- Keep sentences short: limit sentences to 25 words or fewer, focusing on one idea per sentence.
- Prioritise scannability: use clear headings, bullet points, and short sentences to improve readability.
- Check readability levels: use readability checking tools to ensure your writing is clear and accessible.
- Be gender-neutral: use inclusive terms like 'chairperson' instead of 'chairman’.
- Avoid assumptions: recognise diverse family structures and experiences.
- Respect preferences: adapt language to suit different audiences. Use terms like 'parents and carers' instead of 'parents' where appropriate.
Accessibility
To ensure our digital content is usable for everyone, the OneCX Program aligns with Web Content Accessibility Guidelines (WCAG). Some examples include providing alternative text for images, using high-contrast design, and ensuring screen-reader compatibility.
The future of digital government: A more connected and inclusive NSW
By prioritising inclusivity, accessibility, readability and structure, we help ensure that government services are easy for all people in NSW to use. Collaboration across agencies is key. Content publishers, designers, and decision-makers must work together to build a user-first digital experience.
For additional resources on writing and structuring content for nsw.gov.au, visit:
