Understand your audience

Your content will be most effective if you understand who is using it and why.

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Identify your main audience

While government is for everyone, some content may only apply to a smaller, more specific audience.

Interviews with Subject Matter Experts (SMEs) may generate more information on who your audience is and what they’re looking for. This helps you figure out the right tone and level of detail to include. Use plain language that can be easily understood by a variety of audiences. 

No matter who your audience is, write with accessibility in mind.


Do design research

  • What does your audience need?
  • Does your content answer their questions? Or do they have to go somewhere else?
  • How do they search for the information?
  • Are you using words they use? Or are you using jargon?

Design research helps you understand who uses your content and why.


Use web analytics

Using web analytics may tell you more about your audience and how they find your current content.