Content Style Guide

The GNWT Content Style Guide sets the writing standards used across GNWT websites and services.

It is based on the Canada Design System Content Style Guide and adapted for territorial programs and services.

Writing approach

• Be clear and direct. Use short sentences and familiar words. Avoid jargon and internal terms unless you explain them.
• Use active voice. Write “Apply for a fishing licence” instead of “An application can be submitted for a fishing licence.”
• Be concise. Remove extra words. Include only what people need to take the next step.
• Put the most important information first. Start with what matters most to residents.
• Write for easy reading. Aim for a grade 6 to 8 reading level. Use tools such as Hemingway or Flesch-Kincaid to check readability.
• Address the user directly. Use “you” when it helps people understand what to do.

Formatting and structure

• Headings. Use clear, descriptive headings. Use one H1 per page. Organize content with H2 and H3 in a logical order.
• Lists. Use bulleted or numbered lists to make information easier to scan.
• Links. Use meaningful link text. For example, write “Apply for a fishing licence” instead of “Click here.”
• Dates and times. Use the full month name and a numeric day. For example, January 15, 2025.
• Numbers. Use numerals for 10 and above. Spell out numbers under 10 unless they are part of a measurement or range.
• Capitalization. Use sentence case for headings and titles. Capitalize the first word and proper nouns only.

Tone and voice

Use a voice that is:

• Professional and approachable. Write with respect and empathy.
• Confident and neutral. Avoid exaggeration and promotional language.
• Service-oriented. Focus on helping residents complete their task.

Accessibility in content

• Use descriptive headings and link text.
• Write useful alt text for images.
• Avoid all caps and heavy use of italics.
• Keep paragraphs short. Aim for 3 to 4 sentences.
• Make sure content works with assistive technology.

For more guidance, see the Accessibility section of this design system.