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Content

Communicating with Clarity and Compassion: The words we use on InsureKidsNow.gov (IKN) are essential. They guide families through complex information during potentially stressful times. Our content must be clear, easy-to-understand and supportive. This section provides guidelines for creating content that empowers users, builds trust and reflects IKN's commitment to helping families access vital health coverage for their children.

Our Guiding Content Principles

Every piece of content created for IKN should adhere to these core principles:

  1. Focus on Families First: Always write with the needs of parents, caregivers and families in mind. Anticipate their questions, address their concerns and guide them toward the help they need. Use language they use.
  2. Write Clearly and Simply: Use plain language. Choose common words; avoid jargon, acronyms and overly technical terms whenever possible. If an acronym is necessary, define it clearly on first use. Short sentences and paragraphs improve readability.
  3. Be Supportive and Respectful: Our tone should be helpful, empathetic and reassuring not bureaucratic or judgmental. Acknowledge the challenges families might face, and frame information positively, focusing on solutions and support.
  4. Be Accurate and Trustworthy: As a government resource, accuracy is paramount. Ensure all information is current, correct and consistent across the site. Provide clear sources or pathways for users to verify information if needed.
  5. Make Content Actionable: Help users understand what they need to do next. Use clear calls to action, and structure information logically, so families can easily find eligibility requirements, application steps or contact information.

Voice and Tone

  • Voice: Our voice is Helpful, Authoritative and Compassionate. We are a reliable source of information from the government dedicated to assisting families.
  • Tone: Our tone adapts slightly to the context but should always be:
    • Supportive: We understand finding health coverage can be challenging.
    • Clear: We provide straightforward information.
    • Respectful: We treat all users with dignity.
    • Hopeful: We focus on the positive outcome of getting children covered.

Writing Style Essentials

  • Use Plain Language: Aim for a reading level understandable by a broad audience, generally around the 8th grade level.
  • Choose Active Voice: Write "You can apply online" instead of "Applications can be submitted online." Active voice is more direct and easier to understand.
  • Keep Sentences and Paragraphs Short: Break up complex ideas into smaller digestible chunks. Use headings, subheadings and lists to organize information.
  • Speak Directly to the User: Use "you" and "your" to engage the user directly.
  • Be Consistent: Use consistent terminology throughout the site. Refer to programs, forms and concepts using the same names everywhere. (A glossary of approved terms will be maintained).

Accessibility in Content

Clear and simple language is fundamental to accessibility. Also consider:

  • Provide Text Alternatives: All images, charts and infographics must have descriptive alt text.
  • Use Descriptive Link Text: Link text should make sense out of context. Avoid "click here" or "learn more." Instead use "Apply for coverage" or "Find income guidelines."
  • Structure Content Logically: Use proper heading structure (H1, H2, H3, etc.) to allow users with assistive technologies to navigate easily.

By following these guidelines, we ensure the content on InsureKidsNow.gov is not just informative but truly helpful, building confidence and connecting families with the resources they need.