Editoral style
This page outlines the rules and recommendations for grammar, punctuation, word choice, and formatting to ensure clear, consistent, and on-brand content.
External style guides
We follow a few trusted external style resources to ensure our content is clear, consistent, and user-centered:
HHS Web Style Guide: Our primary reference, which adopts AP style with specific exceptions.
U.S. Web Design System (USWDS): We follow USWDS guidance for content within design components, such as using sentence case for buttons and form elements.
PlainLanguage.gov: These federal plain language guidelines serve as our foundation for writing in a way thatβs clear, concise, and accessible to all users.
Editorial perspective
Consistent use of pronouns is key to creating a clear and cohesive editorial perspective. Switching between first-person ("my account") and second-person ("your account") can confuse users and disrupt the flow of communication. We use the second person (e.g., "your account") throughout the product to maintain a consistent, user-focused voice. This approach reinforces clarity, reduces ambiguity, and aligns with how most users think about interacting with a product from their perspective.
Mechanics
Contractions
Using contractions (like we're', it's' or you'll) helps our writing sound more natural, approachable, and human, just like how people speak in everyday conversation. They soften overly formal language, making our content feel more friendly and accessible, especially in user-facing experiences. By using contractions, we create a tone thatβs warm, relatable, and easier to connect with.
Capitalization
Simpler.Grants.gov uses sentence case in most cases. Sentence case makes content easier to scan and digest, especially in long text. It also aligns with how many people naturally speak and write, making it feel more conversational. In contrast, excessive use of title case can engender formality, making our product look stiff and unwelcoming. Sentence case examples
H3 subheadings and lower
Body text
Column headers
Labels and other UI components
Progress indicator labels
Modal titles
Buttons (per USWDS)
Title case examples
Page titles and H1 headings
H2 page section headings
The subject line for Simpler.Grants.gov newsletters
The subject line follows a template where "[Month] Updates" uses title case, while the latter portion after the pipe symbol uses sentence case. Example: "May Updates | Building momentum with every release"
Uppercase examples
Opportunity status, only when the status is a single word, and benefits from emphasis on the Search results page. Examples: CLOSING, OPEN.
Coming soon
Punctuation
Abbreviations
Number formatting
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