Inclusivity

By embracing these inclusive writing principles, we can create content that truly resonates with and empowers users of all types. We aim to foster a welcoming, equitable, and engaging user experience for everyone.

Team members sharing a relaxed discussion while working on their laptops during a meeting.

Content for everyone

We aim to make our content accessible to users of various reading abilities, language skills, and cultural backgrounds.
Content example saying "Health insurance can cover your medical bills."
Do
We aim for a lower-secondary grade reading level, and use short, simple sentences.
Content example saying "Health insurance policies can provide financial reimbursement for the costs of necessary medical care and treatments."
Don't
We avoid overly complex language, industry jargon, or metaphors.

Gender-neutral pronouns

We use gender-neutral pronouns when referring to individuals. This helps create a more inclusive environment where all users feel represented.
Content example saying "The customer spoke to the representative about their concerns."
Do
Use gender-neutral language to avoid making assumptions about a person's identity. 
Content example saying "The customer spoke to the representative about his/her concerns."
Don't
Don’t use binary "he/she" pronouns when referring to individuals.

People-first language

People-first language shows respect and avoids defining someone solely by their disability or differences. This emphasises the individual's humanity over their specific characteristics.
Content example saying "Proper colour contrast makes content more accessible for users with low vision."
Do
Use inclusive language to put the person before the disability or condition.
Content example saying "Blind people find it difficult to see colour contrast."
Don't
Don't label people by their disability.

Alternative text

Alt text should concisely describe the key visual elements of an image in a clear, objective manner. Focus on conveying the essential information users need to understand the content.
⁠
Content example saying "A doctor and patient discuss a diagnosis in a clinic."
Do
Write alt text accurately to describe the relevant contents of the image.
Content example saying "image_10246.jpg".
Don't
Don't assume images already have alt text.

Write for assistive technology

Use clear, direct language that's easy for screen readers and other assistive technology to relay information to the user. Provide precise instructions to guide users through navigation and interactions.
Content example saying "This video includes captions that can be turned on or off."
Do
Explicitly call out any accessibility features, such as captions, to make them discoverable.
Content example saying "Fill out the form and hit the button below to send."
Don't
Don't use imprecise, ambiguous language that may confuse screen reader users.