Voice and tone

A guide to how we want our users to feel when we write content.

Write in the second person

We want our readers to feel like we’re right there with them, having a conversation.

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Write actively and in the present tense

We’re right there with our readers in the here and now, not looking on at some point in the future.

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Write short sentences with simple language

Use familiar words. Make every word count!

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Write - literally - positively

Direct readers with a positive instruction, rather than starting the sentence with “Don’t”.

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