1. Know your target audience. We keep your target readers in mind when writing. Before writing we consider these points:
   • Who is your target reader?
   • What are they looking for?
   • What are their reasons for reading this page?
   • What do they know about the topic?
   • Will they understand jargon, acronyms and abbreviations?
2. Write content that is concise, scannable, easy to understand and objective. 
   • Concise
     • We get straight to the facts rather than being indirect and boastful.
     • We omit needless words, phrases and sentences
     • We use active voice, personal pronouns and action verbs.
   • Scannable
     • We use headings and subheadings to break lengthy text into smaller parts
     • We make sure headings summarise the text below
     • We write short and crispy paragraphs; stick to one topic per paragraph
     • We bold key words or key phrases to highlight them – but we don’t overdo it
     • We use bulleted and numbered lists
     • We use images, diagrams, graphs, charts or tables to convey complex information more quickly.
   • Easy to understand
     • We use simple English.
     • We use familiar and everyday words.
   • Objective
     • We stick to the facts.
     • We provide an exact account of your services and products without being too pushy.
3. Check the content
   • We edit and review the content for accuracy of spelling, grammar and consistency.
4. Check for plagiarism
   • We have zero tolerance for plagiarism. Every article written by our in-house writers are checked for plagiarism. We use Copyscape to ensure the content is original and unique.