E-communications

The corporate identity should be applied to all e-communications, including the corporate website and intranet.

Readers tend to scan content on the web rather than read word-for-word so consider the following when writing for the web:

Use clear and simple language - avoid slang or jargon
Use shorter words where possible - avoid complex sentence structures
Use active ahead of passive words - ‘We won the award’ is shorter and easier to understand than, ‘The award was won by us’
Limit each paragraph to one idea
Front-load content - put the conclusion first, followed by the what, how, where, when and why
Use descriptive sub-headings - so site visitors can easily see what each section of the page is about
Use descriptive link text - ‘read our email policy’ rather than ‘click here to read our email policy’
Use lists - they are easier to scan, less intimidating and usually more succinct