Voice and Tone Guide

Finding Our Voice

Our voice and tone help build trust and connection with users while maintaining the professionalism expected of government services.

Voice Principles

Clear and Direct

• Use plain language
• Be straightforward
• Avoid jargon
• Get to the point

Professional yet Approachable

• Be authoritative without being authoritarian
• Use a conversational tone
• Stay professional
• Build trust

Inclusive and Respectful

• Use inclusive language
• Respect diversity
• Consider context
• Be culturally sensitive

Writing Guidelines

1. Active Voice

   • Use direct statements
   • Make actions clear
   • Identify who's doing what
   • Avoid passive constructions

2. Concise Writing

   • Keep sentences short
   • Use simple words
   • Remove unnecessary words
   • Be specific

3. Tone Considerations

   • Match user context
   • Consider emotional state
   • Adapt to situation
   • Maintain consistency

💡 Voice Tip

Remember that tone can vary while voice stays consistent. Adapt your tone to the situation while maintaining our core voice principles.

Best Practices

Communication Excellence

• Write for your audience
• Test content with users
• Get feedback early
• Iterate based on data