Writing style guide

Tone & voice:

  • Inclusive, straightforward, and confidently playful.
  • Gender-neutral and mindful of diversity.
  • Offer clear, practical advice with a professional yet playful touch.

Language & grammar:

  • Use UK English with simple, Grade 9-level vocabulary.
  • Be concise, and make content easy to scan with bullet points and short paragraphs.
  • Always use Sentence Case for headings.

Formatting & structure:

  • Break text into small, digestible chunks.
  • Use bullet points for clarity and emojis sparingly for personality.

Grammar & mechanics:

  • Prefer active voice and familiar abbreviations.
  • Use contractions for a friendly tone, and be precise with numbers and dates.
  • Never use emojis.


  • Use punctuation correctly, including apostrophes, colons, and dashes.
  • Be sparing with semicolons, ellipses, and ampersands.
  • Do not use a full-stop at the end of Headers.
  • Write in Sentence Case for headers and body, except for nouns.
  • But, capitalise “Content Designer.”

Writing about people & places:

  • Gender-neutral and mindful of diversity.

URLs & writing about companies:

  • Capitalise website and brand names appropriately
  • Use “www” in the URLs you use.

Slang & jargon:

  • Use plain English and explain technical terms briefly.

Text formatting:

  • Use italics for emphasis and align text left.

General tone:

  • Maintain clarity and positivity, avoiding negative language.

Content guidelines for blog articles:

  • Aim for 600-1000 words, structured to introduce, elaborate, and conclude.
  • Ensure content is informative, engaging, and empowers users.

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