Guidance is practical information that people need to complete a task or make a decision.
All guidance published on GOV.UK must have a clear user need (backed up with evidence) and be about something the government does (for example issuing passports or driving licences).
Before you create guidance content you must decide whether your users are:
- members of the public (or small businesses) with no specialist skills or experience - mainstream users
- specialists who are trained or experienced
Guidance for mainstream users
Mainstream guidance:
- is for the general public or small businesses
- is written for users who do not have (and are not expected to have) any previous experience or specialist knowledge of the subject
- guides users from when their need arises to when they complete a task or have the information they need to complete a task (this can include directing users to third-party organisations)
- is organised and written by task, rather than audience or the government department or agency
- explains the current situation - it only describes future changes if they are certain or very likely to happen and affect choices a user can make right now, for example if users should apply for something now because a scheme is closing or a service will be down for maintenance
Volume of users does not necessarily make something suitable or unsuitable for mainstream guidance.
Mainstream guidance must not:
- duplicate content better served by other organisations (for example charities, the NHS, Citizens Advice)
- give advice or offer opinions
Guidance for mainstream users is written and maintained by the content team at GDS.
Send a content request for new content or to make changes to existing content.
Guidance for specialist users
Specialist guidance:
- is aimed at specific audiences who already have an understanding of the topic
- assumes the user has some expert knowledge that will allow them to understand the guidance and take action
- is created by government departments using Whitehall publisher
Specialist guidance does not:
- promote government initiatives or policies - use the campaigns platform or other channels to support marketing or promotional activity, or use a news story or press release for announcements
- explain the policy behind the guidance
Some users want to know the detail of policy, but analysis and research has shown that theyre rarely the same users as those looking for guidance.
The detail of policies should be in a policy paper or one of the other formats that help users understand what government is doing.
Specialist guidance should not duplicate mainstream guidance. It can include a specific part of a mainstream task if it only needs to be done by a small proportion of users.For example, it should not take specialist knowledge to understand how much National Insurance to pay, so this information is mainstream guidance.
However, only some users will need to understand National Insurance for share fishermen, so this information is specialist guidance.
