Writing Style
To write Web content that matches our writing style:
Rely on Standard References
Use respected American English references such as:
Write for the World
Your writing will be viewable worldwide. If your article is specific to San Francisco, California, or the United States without good reason, you'll alienate a potentially large eligible audience. A few simple changes to your text might enable many more people to be included. Examples: Currency, Date and time format, Time zone, Governmental agencies.
Write for the Future
Avoid writing that might become false as time passes. If visitors find an article titled "The Latest Research on Aspirin" and then find it was written in 1999, they'll be disappointed. Better to call it "Aspirin Research" and clarify the publication date within the article ("As of March 1999...").
Write Good Headlines
When writing headlines for pages or sections, summarize the text that follows. Example: Instead of "Aspirin Research," use "Aspirin Linked to Pancreatic Cancer." When possible, begin the headline with the name of the person or concept discussed. Keep it short. Don't use puns or cleverness.
Presume Context
You can make certain assumptions given the context of your page within the site. Example: This page is titled "Writing Style" -- not "Writing Style for Web Developers of the UCSF School of Pharmacy." Presuming context enables you to simplify your writing.
Address the Reader Directly
Instead of writing about your visitors as a third party, address them directly, as though you were speaking one-on-one in a professional (not casual) manner. This manner of writing is friendlier and more engaging.
Use the Active Voice
Use the active voice instead of the passive voice unless the agent performing the action is obvious, unimportant, or unknown. See Active and Passive Voice for details.
Increase Credibility
If applicable, provide links to other Web sites which support your statements.
Use the Inverted Pyramid
The inverted pyramid style of writing: Begin with your conclusion, then add supporting information, then finish with background material.
Write Less
Write no more than 50% of the text that you would for a print publication. Use words and sentences that are short, simple, familiar.
Enable Scannability
Use headings, sections, and bullet lists to encourage scanning. (This page is a good example.) Also emphasize important words, phrases, or short ideas with boldface fonts or boxes.
Break Up Long Texts
Split a long page into several smaller ones where possible. Example: State of the School Address.
Avoid Marketese
Don't use subjective or exaggerative promotional writing, which visitors find annoying and a waste of time.
Be Consistent
If the writing is one article in a series, closely match the style, length, and voice of the others to encourage familiarity of the body of work as a whole.
Review our Content Style Guide
Content Style provides many more details regarding usage.
Go To: Content Style or Style Guide
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School of Pharmacy 
