Writing for the web

Although the topic and content vary for each web page, the Curtin brand and tone of voice should be consistent and evident on each one.

1. Be clear and concise
   Every word matters. Get to the point without unnecessary jargon. Use short sentences and avoid passive voice. Instead of “The experiment was conducted by the research team,” use “The research team conducted the experiment.”
2. Be approachable
   Write as if you’re having a conversation with a curious student, not lecturing a passive audience. Feel free to use contractions like “we’re” or “it’s” to keep things casual and relatable.
3. Use inclusive language
   Curtin University values diversity and inclusivity – these aren’t just buzzwords; Curtin has one of the most diverse university communities in Australia. Make sure your content does not alienate any group. Avoid gender-specific terms (e.g., use ‘they’ instead of ‘he/she’) unless it’s contextually relevant.
4. Show empathy and understanding
   We want our readers to feel valued and understood. Address their concerns directly and offer solutions. Use phrases that build trust, such as “We understand that…,” or “We know how important it is for you to…”
5. Stay positive and uplifting
   While addressing serious subjects, maintain a tone of optimism and hope. Instead of “This can be challenging,” use “While this may seem challenging, we’re here to guide you.”
6. Provide value
   Every piece of content should provide a takeaway for the reader, whether it is knowledge, insights, or actionable steps. Include real-life examples or case studies to illustrate your points.

Learn more about writing content for specific Curtin web pages, including landing pages, campaign pages and course pages, by exploring Writing on brand.