3.0 Tone: Canada.ca Content Style Guide
The tone of the government's web content should be:
- direct
- informative
- conversational
- professional
Write as if you were talking to your audience in person, but with the authority of an institution that provides information as part of its mandate.
3.1 Write directly to the person
Use an informal tone, and speak directly to people by using the second person ("you," "your").
Examples of statements that use the second person
- Send your application to…
- To get this benefit you must…
Address the person in page titles, links and navigation labels
For page titles, links and navigation labels, use the possessive adjective "your" when the audience might consider the item being referred to as belonging to them.
Examples of navigation labels that address the person
- Change your address
- Replace your card
If the subject of the title, link or label refers to general information, use the indefinite article ("a" or "an") or no article at all.
Examples of navigation labels that don't use a possessive adjective
- Start a new business
- Pay application fees
Don't use the first person
Don't switch from speaking to people to speaking on their behalf. Don't use "I" or "my" statements.
Example of statements that don't use "I" or "my"
Write:
- How to renew your passport
- Renew your passport
Instead of: How do I renew my passport?
Exception
You may use "my" in content, page titles and links for proper names (such as My Service Canada Account).
See how this rule applies in French
3.2 Use "we" to refer to the Government of Canada
We generally provide information to people from the perspective of the government as a whole rather than from a specific institution.
Use "we" and "our" when writing on behalf of the Government of Canada.
Examples of statements that use "we" or "our" to refer to the Government of Canada
Write: If you started a new claim within the last 52 weeks and there are still weeks payable on that claim, we will automatically renew your existing claim.
Instead of: If you started a new claim within the last 52 weeks and there are still weeks payable on that claim, Service Canada will automatically renew your existing claim.
Use "Government of Canada" when:
- describing Canada's stance on a topic relative to another named jurisdiction (country, province, territory city, etc.)
- explaining Canada's role with respect to a topic or issue
Use the name of a specific institution in situations when the:
- institution will be contacting the person
- person needs to contact the institution by phone, mail or online process
- role of the institution in a process is relevant to the task
Examples of statements that refer to specific institutions
- The Canada Revenue Agency will inform you if you have to repay benefits.
- The Canadian Food Inspection Agency gives permits for some meat products.
- All restricted or controlled drugs need an import permit from Health Canada.
Don't include references to your website on your website.
Example of a statement that doesn't refer to Canada.ca on the Canada.ca site
Write: Determine whether you're eligible.
Instead of: Get more information about eligibility on the Canada.ca website.
Third parties
Don't provide information on behalf of another organization. Don't duplicate information provided on another organization's website. Instead, direct people to that website to get the information.
Name the other organization when your content refers to it.
Example of a reference to a third party
Write: If you plan to travel to or transit through the United States, find out about the rules you need to follow from U.S. Customs and Border Protection.
Instead of: If you plan to travel to or transit through the U.S., CBSA encourages you to visit the U.S. Customs and Border Protection website for information on the U.S. Western Hemisphere Travel Initiative, and the requirements for entering or returning to the U.S.
See how this rule applies in French
3.3 Expressing an obligation or a recommendation
As a government organization, we often publish rules, information and instructions that are set out in law. We also provide advice on how to follow them.
Express an obligation
When telling people about:
- what the law requires them to do, use "must" instead of "legally required to" or similar language
- an administrative requirement, use "need to"
Example of statements that express legal and administrative requirements
Legal: To be eligible for compassionate care benefits, you must be able to show that…
Administrative: After you apply online, you'll need to provide us with the following documents before we can finalize your claim.
Express a recommendation
When telling people that they're allowed to perform an action:
- do use "may" or "might" (expresses permission or a possibility)
- don't use "can" or "could" (expresses ability)
See how this rule applies in French
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