Our content standards are the criteria all of our web content must meet to be published. If content doesn’t meet these minimum standards, we know we need to do something before we publish it. Our standards are one of the practical ways we implement our principles.
We bring the same style, principles and level of rigour to all our content. Use this checklist to make sure any piece of web content you’re involved with is up to scratch.
1. Useable
All our content must be easy to understand and follow best practice for accessibility and usability. To meet this standard, check that:
Content is free from jargon. Any technical terms are explained in plain language.
Content uses short sentences and paragraphs, subheadings and lists to make it scannable.
Any non-decorative images have alt text.
Any videos have subtitles.
Links open in the same tab and have descriptive link text that lets people know what they’re clicking on. Links are to native web content where possible (direct links to a PDF deliver a poor user experience, especially to mobile users).
2. Accurate
All our content must be correct and up to date. We fact-check all our materials, verify and cite the original source for all data and research, and only reference reputable sources. We revisit content regularly so that visitors to our site can be confident they’re always seeing current information. To meet this standard, check that:
Written content is spelt and punctuated correctly. It uses UK English spelling and punctuation conventions (for example, -ise instead of -ize endings).
Names of people, places, organisations and groups are spelt (and, if relevant, pronounced correctly). You can use the United Nations Group of Experts on Geographical Names (UNGEGN) database to check country names. Dates and times are correct.
Facts have been verified.
Any statistics are up to date. You can use Google Scholar to track down the original source for any statistic or claim. Links are all working, directing people to the right place, and any external links are to credible sources.
3. Valuable and user-centred
All our content must be designed to meet the needs of our audience, helping them fulfil their aims. To meet this standard, check that:
The purpose of the content is obvious.
No distracting or irrelevant information has been included.
Language is clear and relatable.
The structure is easy to follow.
4. Engaging
All our content must be interesting or useful, and ideally both. To meet this standard, check that:
Details about real people’s lives are included when relevant.
Calls to action are tailored to the context and the intended audience.
5. Rich in media
Whenever possible and appropriate, our content must include visual and multimedia. These elements must be original, relevant and embody Plan International UK’s values. To meet this standard, check that:
Images and videos are visually appealing.
6. Inclusive and empowering
We are inclusive, accurate and respectful in all our content. We commit to creating anti-racist, anti-sexist and anti-oppressive content, because it’s essential to delivering our mission of equality for girls and young people.
All our content must put girls and young people at the centre, portraying them as active agents of change who are co-creating solutions to complex problems. To meet this standard, check that:
Content uses progressive and affirmative language.
Marginalised people represent themselves, in their own words. People from mainstream or privileged groups have not been allowed to define the needs, experiences or identities of more marginalised people.
Content is free from generalisations and statements about marginalised people, sensitive or taboo topics are expressed with nuance.
Content gives a range of perspectives, not just those of one person or group.
7. Recognisably Plan
Our brand personality, youthful champions, must be present in all our content. Our tone of voice principles (inclusive, together, restless and optimistic) come through loud and clear, and are consistently implemented across all written, audio and visual content. To meet this standard, check that:
Content is accessible, inspiring, urgent, positive, bold, persuasive, friendly and passionate.
Content showcases our values (open and accountable, working well together, striving for lasting impact, inclusive and empowering).
8. Appropriate
All our content must be right for the setting and the subject. To meet this standard, check that:
Tone, style and substance are aligned.
The tone is suitable for the audience’s needs and emotional state.
Images of people are captioned correctly. If possible, ask someone who knows them to confirm their identities.
Credit is given wherever due.
We have informed and in date, consent to use photos of and stories about people.
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Tip: Consent usually lasts for five years. If you’re not sure, check with the Editorial and Content Team on content@plan-uk.org. 9. Strategic and mission-relevant
All our content must help move us towards our strategic goals. It must add value to the organisation and the mission. To meet this standard, check that:
10. SEO-friendly
All our content should be SEO-friendly, to help us improve our search engine rankings and increase brand visibility. To meet this standard, check that:
Relevant keywords for the content have been identified
Page title includes main keyword at the beginning
The meta description confirms the page’s topic and includes a call to action
Subheadings are used to signpost sub-topics on the page
Images are labelled with relevant alt text related to the topic
Got a question? Contact the Editorial and Content Team at content@plan-uk.org
