Voice & Tone

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

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