Evidence over opinion

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Find out who your users are and what they want. Confirm your hypothesis with real-world user testing.

Be clear about what outcomes you want to achieve with digital content. Make sure your objectives are realistic, given what you know about what people want.

If you are unclear about any aspect of content – what's most useful, how much is needed, what words to use, what can be cut, how easy it is to understand – then consult the evidence. If there's no evidence then go and get it; do some user research.

Prioritise task completion