Content
Our content is our voice. It is how we communicate with our users and help them understand complex information. The goal of this section is to create a single, consistent voice across the entire website.
When our content is clear and consistent, users can find what they need more easily. this helps them do their jobs effectively and builds their trust in the information we provide. Every member of our team—including writers, designers and developers—helps shape our content.
This guide is for everyone. The words we use on Medicaid.gov (MED) are essential. Our content must be clear, easy-to-understand and supportive. This section provides guidelines for creating content that empowers users, builds trust and reflects Medicaid's commitment to helping families access vital health coverage for their children.
Our Guiding Content Principles
Our content empowers our partners and informs the public. We provide essential information to state agencies, health care providers, researchers and other stakeholders. They rely on us for accurate and timely guidance to run their programs and serve millions of beneficiaries. Our content must always support this mission.
Our Voice: The Foundation of Our Content
Our voice is the personality of our content. It is consistent and does not change. The Medicaid.gov voice is:
- Authoritative: We are the primary source for federal Medicaid and the Children's Health Insurance Program (CHIP) policy and data. Our content must be accurate, official and up-to-date. Users know they can rely on what we publish.
- Clear: We make complex topics easy to understand. We use plain language and avoid unnecessary jargon and acronyms. We want to help our expert audience understand policy and data quickly and correctly.
- Helpful: We provide our users with the resources they need to do their work. Our content should guide state partners, providers and researchers. We help them implement programs and serve the public effectively.
- Trustworthy: Our content is reliable and direct. We are objective and transparent in the information we present. Users can depend on our data and guidance to be factual and current.
Our Tone: Adapting Our Voice
While our voice is consistent our tone can change. Tone is how our voice sounds in different situations or contexts. We adjust our tone to meet the needs of our users.
For example, our tone for a legal notice or formal policy document will be formal and precise. For a web page that explains how to find specific data, our tone can be more direct and instructional. We always remain authoritative and clear, but the tone can adapt to the purpose of the content.