All content on business.govt.nz uses plain English. Our audience is time-poor, so we translate government and business jargon into the words and phrases they use.
Think beyond straight text. Our website uses content blocks to better showcase different types of content, eg breakout tips, quizzes, visual guides, case studies or videos.
Have a browse of our website to get a feel for how we talk to small businesses and present advice and information.
Clear and consistent — avoid jargon, slang and legalese.
Trustworthy — your advice must be seen as being definitive and not contradicting government sources.
Helpful — content must offer practical ways to improve a business. How can you help someone make a decision and implement it?
Action focused — explain what a business should do to improve their processes, or solve a problem, and show how to do it. Step-by-step guides and common mistakes are often helpful.
Relatable — case studies are a great way to bring a topic to life, especially if focused on a learning moment. These can be fictional businesses, or real business owners who are happy to be quoted.
Not too long, not too short — there’s no set word limit, although 300-600 words is a good guide for newsletter articles. If your content is longer, consider splitting it up into separate topics.