Consistent wording: call each thing by one name

Key takeaways

Consistent wording means each service, page and action has one name, used the same way everywhere: in the menu, headings, buttons, links and emails. When a service is 'Bookkeeping' in the menu and 'Accounts support' on the page, visitors wonder whether they are the same thing. Keep a short word list and use it for every page.

• One name for each service, page and action.
• Menu label, heading and button wording should agree.
• WCAG 2.2 asks for the same function to be identified the same way.
• A one-page word list keeps everyone consistent.

Why does inconsistent wording confuse visitors?

Visitors assume different words mean different things. If the menu says 'Pricing', a button says 'See fees' and the page is headed 'Investment', some will wonder whether there are three pages. Nielsen Norman Group's guidance on consistency and standards says users should not have to wonder whether different words mean the same thing.

• How clear website navigation improves user experience
• Inconsistent branding across your website and channels

What does WCAG say?

WCAG 2.2 success criterion 3.2.4, Consistent Identification, says components with the same function across a set of pages should be identified consistently. A search box labelled 'Search' on one page and 'Find' on another, or a contact link with different names, fails it. The rule helps screen reader users and everyone else.

Where does wording drift?

Wording drifts as different people write different pages over time. The common places are the menu versus page headings, buttons across forms, service names in blog posts, and the words used in emails and invoices compared with the website.

• Menu labels versus page headings.
• Button text across different forms.
• Service names in blog posts and case studies.
• Words in emails, quotes and invoices.
• Footer links versus header links.

• Page titles and headings: the navigation visitors forget

How do you create a word list?

List every service, key page and action. Pick one name for each, based on what customers call it. Note any words to avoid. Share the list with everyone who writes for the site, and check new pages against it before publishing. A single page is usually enough.

When is variety acceptable?

In body copy, some variety reads naturally and helps search, such as 'loft conversion' and 'loft extension' where customers use both. Keep labels, headings, buttons and links consistent, because those are what visitors use to navigate.

What does this look like in practice?

A pattern we see: a firm's menu says 'Payroll', the service page says 'Payroll bureau', the footer says 'Wages' and the contact form offers 'Salary services'. Choosing 'Payroll' throughout, with 'payroll bureau' explained in the copy, removes the doubt.

• See client work
• Website Design & Development for UK businesses

Consistent wording checklist

• List every service, page and action.
• Pick one customer-facing name for each.
• Match menu, headings, buttons and links.
• Check emails and invoices use the same words.
• Review new pages against the list.

• Menu labels: words visitors understand at a glance
• Consistent navigation: same menu, same place, every page

Next step

Pick your main service and search the site for every name it goes by.