University of Greater Manchester
Deane Road, Bolton, BL3 5AB.
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The way we communicate matters. Our voice is clear, human, and welcoming. It reflects the seriousness of education without being stiff or overcomplicated.
We write with warmth, confidence, and a touch of Greater Manchester’s charm - helping people trust us, feel supported, and imagine their future with us.
Keep it clear and simple
Write in everyday British English. Choose start over commence, buy over purchase. Use short sentences with one idea each. Brevity keeps people reading. Always write in the active voice: We’ll support your studies, not Your studies will be supported by us.
Be warm and human
Sound natural and approachable. Use contractions like we’ll and you’ll. Stay friendly but never slangy. Avoid cold, boastful, or over-formal phrasing. Write as you would speak to a student face-to-face: open, welcoming, and respectful.
Make it inclusive and accessible
Assume intelligence, not specialist knowledge. Avoid jargon, or explain it if it’s needed. Write for everyone—whether English is their second language, they’re using a screen reader, or they prefer short, clear text. Use structure, headings, and white space to make content easy to scan.
Back it up with specifics
Be evidence-based and precise. Share facts, not vague claims. For example: We’ve been voted number 1 for student satisfaction, not Our students are happy. Use stories, quotes, or case studies to bring real voices into your content and show impact.
Guide the reader
Respect short attention spans. Break text into small sections. Use headings that tell people what’s coming, and bullets or numbers for lists. Write useful links such as Apply for this course instead of Click here. Emphasise only what matters, and use bold sparingly.
Adapt to the moment
Different channels call for different tones. A course page should be clear and practical. A social post can be more conversational. Always ask: Who am I writing for? What do they need to know? What do I want them to do? Let the purpose guide the style.
Good writing makes our content easier to understand for all readers. That includes people with poor eyesight, dyslexia, or other learning differences, those with physical or mental health challenges, and people from care-experienced or disadvantaged backgrounds. It also helps those who don’t speak English as their first language.
Readable by design
We use the Lexend Deca font because it improves readability, particularly for readers with dyslexia or visual strain. Font choice matters, but how we write and lay out text matters just as much.
Keep it short
Less is more. Short sentences, short paragraphs, and narrow columns reduce eye strain and help people process information more easily. Long walls of text can be overwhelming.
Structure for clarity
Headings, bullets, and lists guide the eye and make content easier to scan. They also help screen readers navigate a page more effectively.
Write so anyone can follow
Aim for the clarity of writing a text that an 11-year-old could understand. That doesn’t mean dumbing things down. It means using plain words and straightforward ideas so no one is excluded.
Clarity benefits all
Accessible writing helps everyone - whether a student with dyslexia, a parent skimming on a phone, or an international reader learning in their second language. Clear, inclusive content makes our University more open and welcoming to all.
Copy Master Tone of Voice AI Prompt
For use with Perplexity, Grammarly and Chat GPT.
AI tools may be used to edit, refine or improve the clarity of copy that has already been written. They must not be used to generate original content, ideas or arguments on behalf of the University. Generated copy can introduce inaccuracies, bias or misleading information, and may not reflect our brand voice or standards.
All outputs from AI must be checked carefully. Facts should always be verified against trusted sources, with proper citations where needed. The responsibility for accuracy, originality and compliance with University policies remains with the individual creating the content.
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