Content standards

Keep content you are responsible for timely, useful, readable, free of duplication, accurate, and consistent.

Timeliness

Review your pages, videos, images, and files at least once every three years from their initial publication or last review date, to determine whether you can consolidate or remove outdated content according to OMB Memo M-23-22.

Usefulness

Plain language law requires that anyone who needs our web content can find, understand, and use it the first time they read it. Plain language also helps us reach more people. When writing for our websites:

• Keep it simple and meet the user’s level of understanding of the topic.
• Use clear, intentional calls to action and only include information that helps users complete their top tasks.
• Use clear page titles and headings. Skip the acronyms and government jargon.
• Use files and formats that allow all users to access information.
• Use short sentences and words for easy scanning.

Just because information is out there does not mean your intended audiences can find it.

• Consider a content audit to clean, clear out, move, and relabel content to make it easier for users to find. Email webstyleguide@gsa.gov if you have questions or need more information about content audits.
• Use analytics to see if users are engaging and following calls to action.

Readable

There is not a standard readability level — generally rated by school grade level — your content must meet. Where possible, try to incrementally lower it from where it started. Email us at webstyleguide@gsa.gov if you need access to Siteimprove, a tool for quality assurance that can help assess reading level.

Free of duplication

Do not publish the same or similar content in files or on pages of our websites. Continually work to de-duplicate your existing content.

Duplication can create confusion when the information is not consistent and can impose extra cost and effort to maintain. It is prohibited according to OMB Memo M-23-22.

Accuracy

When reliable experts request that you update content for accuracy, aim to complete the revisions within a maximum of three business days. Have a subject matter expert review your revisions for accuracy before you publish them.

Consistency

Follow our written style when adding or editing text on your pages and files. Follow our visual style when using USWDS components, images, or other graphic elements.