Blog guidelines

Style and tone of voice

When writing a blog, you should:  

  • be personal and professional, without being 'corporate' – this adds credibility and a sense of openness for users 
  • write clear content – you should write like you speak to avoid jargon and read it out loud to check it sounds authentic 
  • stick to Acas brand values – be factual and knowledgeable 
  • follow the Acas style guide


Titles of a blog should: 

  • be a maximum of 65 characters including spaces (so that search engines like Google display the whole title in search results) 
  • be clear and meaningful to help users find the blog – titles should make sense in search results or when read out of context 
  • clearly tell readers what the post is about and entice them to read it 


The summary of a blog should:  

  • outline who the author is and what they're discussing – in under 160 characters – to make sure the whole summary shows in search results 
  • tell readers what the post is about and encourage them to read it 

The summary will not display on the page itself – it will appear on the main blogs listing page, and in external search results.  

Body text 

When writing the blog, you should: 

  • keep sentences a reasonable length – a maximum of 25 words if possible 
  • break up the text into short paragraphs – 5 lines maximum are easiest to read 
  • use clear sub headings that describe the content beneath 
  • use bullets to list information, to help users scan the text 
  • link to related Acas web content or external website content if appropriate
  • use meaningful link text to help screen reader users – avoid 'click here' – and make sure that users know where they're being taken to 
  • follow the GOV.UK and Acas style guides 
  • try to keep the length under 500 words  

Ending your blog post

You should end your blog post with a call to action, for example, sign up for updates, visit X, book places on course Y. 

Author profile 

Author profiles must:  

  • be a maximum of 350 characters including spaces – this will display alongside the author's photo 
  • state the blogger's full name, job title and who they work for – you should outline what their job involves and any biographical details that are relevant to the blog 

Author photo 

You should provide a portrait photo which is: 

  • a minimum of 135px wide x 175px high 
  • well-lit, set against a plain background 

Publishing your blog post

Once you're ready to publish, you can send your blog as a Word document or Google doc by email to

The email should include:

  • the preferred date for publication – if there's a deadline, please explain the reasons why
  • the author bio and image if they're new to the Acas website
  • any contextual information, for example, if the blog relates to an Acas publication, event or government initiative – this will help us identify the user need

The digital team will review your blog request and prioritise it, before assigning it to a content designer.

We'll let you know once we start working on your request.