ICC content style guide

• Overview
• Content checklist
• Content types
1. Landing section template and examples
2. Standard template and examples
3. Biography template and examples
4. Contact template and examples
5. How we work template and examples
• Style points
• Definition of done

Content checklist

• Print a content checklist for each piece of content
• Put the content reference from the sitemap at the top
• Consider the points as you are working on the content
• When you have finished, go through the checklist
• Sign and date it

Checklist

• Useful – I have defined the clear and specific purpose for this content (in a single sentence at the top of page)
• Appropriate – I have defined the particular audience group or persona and I have used suitable language for that audience
• Concise – I have split the content in sections (250 words or less) and each section has a clear subheading
• Unique – I have not duplicated content from elsewhere on the site and have linked to the content instead
• Interesting – I have tried to present the content in a compelling way that will keep the user’s attention
• Supported – I agree to keep this content accurate, relevant and updated
• Connected – I have created a clear call to action (e.g. share) or onward journey (e.g. related content)