Steph Tucker – An observation: many government content style guides exist, but they’re rarely used in practice (LinkedIn warning):

A much better approach is to make content patterns and standards an active team practice. You can do this by running regular sessions where you look at real pages and talk about links, words you use, buttons, components – the small stuff.

Consistency is what creates a good user experience. When patterns and language are predictable, users learn how a service works and move through it with confidence.