1. Tone
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The writing on our website and marketing materials should be genuine and accessible, inspiring readers to learn more about sustainability or take the next step in getting involved with the school. We aspire to be bold. Our audiences include prospective students, researchers, donors, corporate collaborators, and volunteers; current students, staff, faculty, and collaborators; local and global communities; members of the media; parents; and more.
With our content, we aim to:
- Inspire. Help people understand research by using language that informs and encourages them to participate in our programs, courses, and events.
- Educate. Tell readers what they need to know, not just what we want to say. Give them the exact information they need, along with opportunities to learn more. Remember that you’re the expert, and readers don’t have access to everything you know.
- Guide. Think of yourself as a tour guide for our readers. Whether you’re leading them through our educational materials, degree programs, communicate in a friendly and helpful way.
- Respect. Be considerate and inclusive. Don’t market at people; communicate with them. Visit The Diversity Style Guide for information about the sensitivity of specific terms.
In order to achieve those goals, our content needs to be:
- Clear. Understand the topic you’re writing about. Use common language. Avoid unnecessary modifiers and passive tense. Write for all readers.
- Useful. Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know? Be specific. Avoid vague language.
- Approachable. Avoid using jargon, slang, and acronyms, and write as if every webpage/flyer stands on its own (e.g., don’t use an acronym on a subpage even though you’ve already introduced it on the homepage). Focus your message. Lead with the main point in sentences, paragraphs, sections, and pages.
- Humble. Avoid bragging or boastful language. For example, show with proof points how Stanford is a leader – don’t just tell.
- Appropriate. Adapt your tone depending on who you’re writing to and what you’re writing about.
- Positive. Use positive language rather than negative language where appropriate. For example, you can describe our work to “develop solutions” rather than “solve problems.”