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Voice and tone

Tone of voice

The wide range of Turas applications makes it difficult to define a single, consistent tone of voice. Each app serves different audiences with different needs, so some flexibility is necessary. Even so, the principles outlined here offer a shared foundation to help ensure clarity, consistency, and accessibility across all content.

The way we say something is just as important as what we say. Tone of voice shapes how our message is received, understood, and trusted. Here are a few key principles to keep in mind when thinking about tone in your writing:

  • tone conveys a lot and can help your audience feel more engaged with your content
  • using an appropriate tone helps people understand what you are saying, the first time they read it
  • it's not about patronising your audience or ‘dumbing’ things down
  • it doesn’t mean changing the meaning of content either
  • it is about writing so you cannot be misunderstood

Active voice

In most cases, avoid using passive voice. Writing in the active voice will generally make content clear, concise and easy to understand.

Sentences should follow a subject + verb + object form.

Active

  • Aimee uploaded the document to the website
  • NES handles supporting NHS services in Scotland
  • NES develops and delivers education and training
  • Turas users can access all their applications in one place
  • users can access COVID-19 education and induction resources on Turas Learn

Passive

  • the document was uploaded to the website by Aimee
  • supporting NHS services in Scotland is the responsibility of NES
  • education and training is developed and delivered by NES
  • All applications can be accessed in one place by users
  • COVID-19 education and induction resources are available on Turas Learn to users

But...

In some cases, using passive voice can allow you front-load important keywords in headings, blurbs, and lead sentences. This can enhance the user's ability to scan and improves SEO effectiveness.

The Nielson Norman Group provides useful information on this subject: Passive Voice Is Redeemed For Web Headings

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