When you're referring to the user
You should address users as 'you' where possible. Your content often makes a direct appeal to people or businesses to take action or read guidance. Using 'you' and 'your' helps shorten your writing and will make your content more relatable to your audience.
For example: You must apply within four weeks of receiving a letter.
When you're referring to the council
When referring to ourselves you should use ‘we’ or ‘our service’ because users know who we are as they're on our website.
Avoid using ‘the council’ or 'Westmorland and Furness Council' unless it's for legal reasons.