Style guide

The first step is to think from your intended audience’s perspective. Why are they reading this particular piece of content? What do they want / need from it? And how can you respond to this? 

Whoever you’re writing for, consider that there may be differing levels of language and topic comprehension. Keeping things engaging and simple is a must.

What’s the purpose of your copy? Identify whether its informative, entertaining or transactional, or combination of these things.

Before drafting your copy, summarise your goal in one sentence and then lead with this (instead of burying it).

Planning a structure will help you stay focused. Structure also means your writing will be easier to follow and, where relevant, allow for better storytelling.

Even simple tweaks like a thorough introductory text or adding headings can make a huge difference.

In short, avoid being overly formal or complex. Remember that everyday words are just fine. Avoid jargon, acronyms and niche terms. Be direct and always use the active voice.

Find out more by reading our Plain English guidance.

The Queen Mary tone of voice should always combine confidence, simplicity and integrity. Depending on your audience and your goals, you may use one element more than the others, but these all form the foundation from which we should write.

Find out more by reading our tone of voice guidance.

A fresh pair of eyes work best, so ask a colleague to proofread your work if possible.

If no one is able to help, read your copy out loud to yourself. This is will help flag typos, repetition and errors, and help you see if it flows well.