Voice and tone

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Tone of voice

Because Turas includes a wide variety of applications, it is difficult to define a single, consistent tone of voice. Even within individual apps such as Turas Learn, there are multiple audiences with different needs. This means the tone must be appropriate for the specific audience and context.

The way we say something is just as important as what we say. Tone of voice shapes how our message is received, understood, and trusted. Here are a few key principles to keep in mind when thinking about tone in your writing:

• tone communicates more than just information and can help your audience feel more engaged with your content
• using an right tone helps people understand you message the first time they read it
• it's not about patronising your audience or ‘dumbing’ things down
• it doesn’t mean changing the meaning of content
• it is about writing that avoids misunderstood

Active voice

Were possible use the active voice. It will usually make content clear, more concise and easier to follow.

Sentences should use the format: subject + verb + object (Actor does X to Object).

Active

• Aimee uploaded the document to the website
• NES supports NHS services in Scotland
• NES develops and delivers education and training
• Turas users can access all their applications in one place
• users can access COVID-19 education and induction resources on Turas Learn

Passive equivalent

• the document was uploaded to the website by Aimee
• supporting NHS services in Scotland is the responsibility of NES
• education and training is developed and delivered by NES
• All applications can be accessed in one place by users
• COVID-19 education and induction resources are available on Turas Learn to users

Passive voice for keyword emphasis

Although active voice is usually preferred for clarity and engagement, passive voice can be helpful when you want to emphasise key terms. This is especially useful in headings, summaries or introductory sentences. You can use the passive voice to:

• place important keywords at the beginning of a sentence, making content easier to scan
• prioritise key terms to improve search engine optimisation (SEO) 

Passive

COVID-19 training resources are available on Turas Learn.

This version places the key phrase “COVID-19 training resources” at the start, helping users quickly identify relevant content in search results or on a webpage.

Active equivalent

Turas Learn offers COVID-19 training resources.

This version is clearer in tone but places the keyword later in the sentence, which may reduce its visibility for scanning or SEO purposes.

References

Neilson Norman Group

Passive Voice Is Redeemed For Web Headings