Prose style

The style of writing is determined by the targeted audience.

Our website is a key marketing tool for the University and a rich information source for existing staff and students. Content should be written with the intended audience in mind. Our goal is to enable visitors to find information as effortlessly as possible.

  • Marketing content should be presented in a positive, optimistic and friendly but not over-stated style. Refer to Our brand standards (pdf, 7.2mb) for more information.
  • Material for existing staff and students should be presented in short, focused sentences without undue embellishment.
  • Write directly to your audience. It makes the content more personal and engaging.
    Correct:
    We offer flexible and convenient ways for you to study, including part-time and online learning.
    Incorrect:
    Federation University Australia offers flexible and convenient ways for students to study, including part-time and online learning.