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Example page – use a short and focused heading (H1)

Use a brief kicker only if it really adds value or clarity

The typical 'No image' illustration with two triangles and a circle representing mountains and the sun.
Use a full-width banner image only if it really adds to or helps present the content. Add a brief caption that relates to the content and credit the photographer or source. Avoid generic images.

On regular pages, keep this lead to a maximum of four lines at 100% zoom on your desktop (as here). Help your audience get an idea of the main content in a clear and concise way. Avoid overwhelming them, whether on desktop or mobile.

You can either use the first H2 heading directly after the lead, or start with a short text to complement it (as here) to introduce the first H2 heading/content.

Consider using shortcut/anchor links at the top of the page (as shown below) if:

  • the page is relatively long and rich in content, or
  • only certain parts may be relevant to the audience at a given time.
     

Shortcuts to page content:

The content below is a slightly more detailed version of the key principles and guidelines on the editorial guidelines page. Links on this page lead back there.

Advice on info boxes

Keep the number of info boxes to a minimum. Limit the use of pastel colours to one (usually blue to make something stand out, or pink/green for closed/open applications). 

If using sections, make sure that the info boxes end up in a logical place in the mobile view.

Apply a logical structure (H2)

Structure the content on the page using focused headings that follow a logical sequence/flow of ideas. Always start with the H2 level and use H3, H4, H5 in that order as needed.

Under each heading, keep your paragraphs short and stick to one main message in each. Use a bulleted list if it helps to structure your content in a logical way.

[anchor link] Bulleted and numbered lists

Avoid starting sentences with 'And' or 'But', or formal transition words such as 'Furthermore' and 'Moreover'. Instead, try using phrases like: 

  • In addition, ...
  • Additionally, ...
  • At the same time, ...
  • For example, ...
  • This is also, ...

This will help keep the flow clear and logical.

[anchor link] Find simpler and fitting synonyms

Use simple and clear language (H2)

Make sure your writing is easy for your audience to understand. Use simple, clear and direct language (plain English). Avoid jargon and complex terms whenever possible. If you need to use specialist or technical terms, explain them clearly.

[anchor link] Use simple and clear language

[anchor link] Use direct, active and positive language

Spell out abbreviations the first time you use them (unless they're part of a longer heading).

[anchor link] Explain or spell out abbreviations

Get to the point (H2)

Focus on the main message, nothing more. Avoid unnecessary information and details.

Keep content brief (H2)

Keep headings, paragraphs and sentences short. 

Consider using full stops instead of connectors (such as commas, en dashes, semicolons or colons) and conjunctions (such as 'and,' 'but,' 'or,' 'so' or 'either').

[Anchor link] Use punctuation and symbols with care

Avoid unnecessary words and make sure every word has a purpose in its context.

Avoid potential ambiguity (H2) 

Make sure that your information is clear and can only be interpreted in one way. Use simple grammar and avoid words or phrases that could be confusing or have multiple meanings.

Keep the tone engaging (H2)

Keep the tone friendly but professional:

  • Use 'we' and 'us' for the University and 'you' for the audience.
  • Use contractions such as 'it's,' 'you're' and 'we've' when appropriate.
  • Use the active voice (gave, will award, have received), not the passive (was given, will be awarded, have been given).
  • Use possessive and negative forms with care.
  • Add relevant examples where helpful.

[Anchor link] Use direct, active and positive language

The University's tone

We aim to use a 'blue' tone in our content that conveys trust, reliability and reassurance (NeedScope model).

This means that our content should be clear, factual and consistent, with a professional but friendly tone.

Keep the design clean and focused (H2)

Make the content easy to navigate visually, and consistent:

  • Separate any sections with some white space. 
  • Use accordions when appropriate. 
  • Avoid distractions, such as generic images or multiple coloured info boxes.
  • Avoid using buttons on regular pages (and use them only for shortcuts or actions).

If you're using sections, make sure that any info boxes end up in a logical place in the mobile view.

13 Mar 2025