Voice & Tone

• Active
• Personal
• Friendly
• Informal without being too casual 

Varying your voice

• Academic department and administrative office websites: efficient, informative, but approachable
• Student Activities and Services: less formal, community-focused (us not
• you), inclusive
• Blogs: informal, conversational, inviting responses (if work related, they still have to be professional and make some grammatical sense)

Active voice

The active voice is more direct and uses fewer words

• Passive: The lecture was enjoyed by the IMKE students
• Active: IMKE students enjoyed the lecture

Personal voice

• Impersonal: Web users may subscribe to the free email newsletter below
• Personal: Sign up for your free email newsletter