All content starts with anticipating our users' needs. Know what key points you need to communicate, and prioritize content from there. Map out content based on user needs and business goals with the support of tools like a Core Model or a Journey Map . Write real content as the first step of the design and development process instead of using placeholder content or dummy text such as lorem ipsum. By giving customers the right content at the right time, we can streamline complex decisions and transactions. The result is engaging content that our users will read, use, and share.

  • Make web copy into a conversation, where the headers represent the other person's needs and the paragraphs are our responses.
  • Never assume the user has the same cultural and educational background as you, the writer.
  • Keep paragraphs to three sentences or fewer, and get to the point in the first sentence. Break up text to one idea per paragraph to make reading easier for everyone, especially those with dyslexia, cognitive impairments, and low literacy skills.
  • Write each sentence in a way that makes you actively want to read the next.
  • Delete any sentences that are for Cigna and not for the benefit of the user.
  • Bold particularly important words or phrases to grab attention.
  • Use descriptive headings to divide content into sections and to make it easier for people to skim and understand the content. Headings also make copy more accessible to screen readers. Headings should be descriptive enough to make sense out of context.
  • Use nouns or complete phrases to describe where links will go. Use a description that makes sense out of context.
  • Complete a Readability Assessment of copy. General communications should be at a 6th grade reading level or lower.