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As writers, we need to make decisions about the information we supply; and the way in which we supply this information. This section offers advice on writing plans, quality control, decision-making and English usage. |
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| There are two basic styles of web writing: a standard style that provides information to a reader who knows what he or she wants; and a more promotional style that persuades an undecided reader. Here you'll find advice on achieving these styles on British Council sites. |
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Standard web writing |
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Usually, web writing aims to offer information quickly and clearly. Simple as that. Our audience know what they want — they have arrived on our site, actively looking for specific pieces of information. It's our job as web writers to direct them towards this information, with the minimum of distraction. |
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Persuasive writing |
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If we want our writing to influence an audience — to make them think, feel, or behave in a particular way — we have to use a persuasive style. This style uses creative language to attract our audience and hold their interest. Even when they've finished reading, our creative style should make our message(s) memorable. |
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How to write offers |
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When we're offering information to our customers, we need to understand what this means to them. This information should enable them to do something — it should offer them something. If they were to ask: what's in it for me? we would have an answer. |
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Avoiding speech mannerisms |
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When we speak, we tend to use words and phrases that are unnecessary. While these sound normal in speech, they can make our writing sound vague and passive. To write clearly, we need to keep these to a minimum, or avoid them completely. |
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Standards and house style |
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British Council house style (as defined in the Style Guide 1,897Kb PDF) is a set of conventions that aims to ensure consistency and clarity in our writing. Using plain English and a friendly, direct tone of voice, this style enables us to communicate accurately and effectively. This section explains what we mean by house style and includes guidance on web writing. |
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British Council style guide |
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