Content

Content carries the institution

Words establish what an organisation notices, values, promises, and remembers. Content is therefore part of the product and part of the brand infrastructure.

HAAM writing should feel considered, informed, and durable. It should avoid the inflated urgency and disposable language common to short-lived campaigns.

Voice

The preferred voice is:

• clear without becoming simplistic;
• authoritative without becoming distant;
• serious without becoming lifeless;
• specific without becoming cluttered;
• imaginative without sacrificing truth.

Confidence should come from evidence and precision rather than superlatives.

Structure

Begin with the information a reader needs to understand the subject and decide what to do. Use headings to reveal the argument, not merely to decorate sections.

Long-form pages should establish:

1. the subject and why it matters;
2. the relevant history or context;
3. the evidence and reasoning;
4. the practical consequence;
5. the next action or unresolved question.

Claims and evidence

Significant claims should be supported by a source, measurement, example, or clearly identified judgment. Separate observed fact from interpretation. Dates, quantities, and names should be verified before publication.

When evidence changes, update the page rather than preserving an outdated claim for the sake of consistency.

Interface language

Buttons should name the action they perform. Labels should describe the information required. Error messages should explain the recovery path. Empty states should clarify why nothing appears and what can happen next.

Avoid vague controls such as Submit, Continue, or Learn more when a more specific label is available.

Maintenance

Every important page should have a clear owner, review condition, or archival path. Content that no longer serves a purpose should be corrected, consolidated, or retired rather than allowed to decay invisibly.