Content Guidance

Effective content is the foundation of clear and trustworthy digital services. The GNWT Design System’s content guidance helps writers, editors, and communicators create information that is easy to understand, accessible, and consistent across all GNWT websites.

Content should reflect the GNWT’s commitment to openness, clarity, and service. Whether drafting a single page or an entire section of a site, focus on helping residents find what they need quickly and confidently.

Core Principles

• User-centred — Write for the needs of residents, not internal processes. Understand who your users are and what they’re trying to accomplish.
• Plain language — Use simple, direct wording that anyone can understand on first read.
• Task-focused — Structure content around actions people need to complete, not around government structure.
• Consistent tone and voice — Use a clear, neutral, and professional tone that reflects GNWT’s public service values.
• Accessible by default — Follow WCAG 2.2 AA and GNWT accessibility standards to ensure all content can be read, understood, and navigated by everyone.
• Evidence-based — Use analytics, feedback, and user testing to continuously improve clarity and usefulness.

For detailed writing techniques and standards, see the GNWT Content Style Guide.