Point of view

Make it clear who "we" is and who "you" is.

"We"

If you think it's clear on a page who "we" are, try that. Then test with users to find out if it is clear to them.

It might not be obvious who "we" is in all content. Someone could have arrived directly on the page from a Google search, or scanned the page and missed your explanation.

So, if it's not obvious, whenever you use "we", check you’ve used the full name of the organisation in that specific section.

"You"

"You" can be confusing for readers if the content is aimed at multiple audiences.

Context hints can help.

Examples:

"As an parent, you'll... "

"As a young person with SEND, you'll..."

"As a SENCO you must..."

"Each Area Team has an EHC Area Coordinator. We allocate cases according to..."

"We’re responsible for deciding whether you’re eligible and may ask you (if you’re a young person with SEND (opens in a new tab)) or your child to have a mobility assessment with a medical professional such as a physiotherapist or occupational therapist."

This last example is quite confusing. It comes from a page about the Blue Badge parking scheme.

Let's try:

"We're responsible for deciding whether you’re eligible. We may ask for a mobility assessment. This will be with a medical professional such as a physiotherapist or occupational therapist."

 📝 Find a few examples of "we" and "you" on your Local Offer and cut and paste them into the discussion. Is it clear who "we" and "you" are?