Style, Voice & Tone

Definitions

  • Voice: the way we engage our website visitors and tell our stories
  • Tone: our attitude when we engage our website visitors
  • Style: the way we write website content

General Guidelines

Our web voice, tone, and style are conversational.

  • Write as though you are in a friendly conversation with our website visitors.
  • Imagine you are talking to a student, parent, or community member when you write web content.

Specifics

Voice

Our goal is to make it easy for our website visitors to:

  • Find the information they need
  • Understand that information
  • Accomplish their tasks or answer their questions

Our voice is friendly, clear, and informational.

Tone

Our web tone is conversational—not formal and academic.

We view information from the perspectives of our personas and write accordingly.

  • Is a First-Time-In-College student trying to find out how to apply?
  • Is a parent exploring financial aid options?
  • Is a laid-off worker trying to find a new career field in order to re-enter the workforce?
  • Are parents looking for a summer camp option for their children?

Style

We use plain language, short sentences, and short paragraphs to communicate clearly.

Use active voice. Avoid passive voice.

Active voice is when the subject of the sentence performs the action.

Text is easier to understand because it is clear who does what.

  • Yes: You must submit an application.
    • Got it! I'm the person who is supposed to submit the application.

Passive voice is when the subject of the sentence is acted upon.

Text is more difficult to understand because it can be hard to tell who does what.

  • No: An application must be submitted.
    • Huh? Who submits the application? Me? My advisor? My school? My parents?

Exception: Sometimes you need to emphasize the action over the subject, so passive voice is effective.

  • Yes: Classes are canceled due to inclement weather.

Talk directly to our visitors. Converse.

  • Use you and your instead of the student(s).
  • Use we and our instead of TCC when appropriate.

Use plain language and everyday words. Avoid jargon.

We want our web content to be clear and easy to understand. Everyone likes an easy read.

Do not use formal or long words when easy, short ones will do.

  • Yes: help
  • No: assist
  • Yes: now
  • No: at the present time
  • Yes: start
  • No: implement
  • Yes: use
  • No: utilize

Using plain language does not "dumb down" content or dilute the message.

Instead, using plain language shows that we respect our visitors' time and want to help them accomplish their tasks quickly and efficiently.

Our visitors might not be familiar with jargon or education-speak. They might not trust language that is vague or does not mean anything to them.

Plus, plain language is easier for visitors whose first language is not English.

Remember our audiences and speak to their needs—not yours.

We tend to feel all of our content—including history, rationale, and explanation—is essential, but our visitors are looking for specific information that will help them accomplish their tasks. 

Think about what our visitors need to know about your topic, process, department, or procedure. Communicate that information clearly and concisely.

Consider your own website reading practices and preferences.

Be brief. Focus on the facts. Cut content down to the essentials.

To be honest, website visitors read as little as possible—and not just on our website. They are in a hurry to find the answer to their specific question. 

If you want our visitors to see your content, use the fewest words possible to communicate your message.

Avoid pages of solid text with no breathing room or breaks between sections, ideas, or topics. Visitors will immediately leave a wall of words to find an easier page to scan.

Break your content into manageable chunks. Write short sentences and paragraphs.

Updated January 20, 2023