Writing Style


Keep in mind that web users are task-oriented, and scan content to identify what they’re looking for rather than reading word-for-word.

  • Craft page titles and subheadings that reflect the information they introduce.
  • Use the inverted pyramid style of writing, displaying vital information at the top
  • Break up text into easy-to-read chunks that are scannable.
  • Clearly label headlines, buttons and links to make it easier for visitors to find what they are looking for.
  • Keep sentences and paragraphs short, on-message and to the point.
  • Create bulleted lists to keep information simple and parallel.


We have an organic personality; conveying it effectively is as important to our identity as our academics and our campus.

WPU is:

  • Confident
  • Close-Knit
  • Proud
  • Collaborative
  • Goal-Oriented
  • Down-to-Earth
  • Personal

WPU is not:

  • Anonymous
  • Glitzy
  • Excessively Competitive
  • Ivory Tower


When multiple authors are managing pages on a website, maintaining consistency can be a challenge. Following these guidelines will help ensure WPU’s voice is consistent throughout all pages of the site.

  • Always try to anticipate and use the words our visitors would use, even if it’s different from our internal names.
  • Involve the intended audience in the copy by using words like “you” and “your.”
  • Craft content with prospective students in mind, consistently reinforcing why they should choose Peace.
  • Remember that our website is primarily a tool for prospective students, so make sure to name or explain things in such a way to put them in context for new visitors.
  • Be clear and to the point when writing about important topics.
  • Ensure content is written in an encouraging and upbeat tone.
  • Speak in conversational, involving language.
  • Use of 1st and 2nd person voice as often as possible.


  • Does it answer the questions a prospective student would have?
  • Does it get to the point, or is the key message buried?
  • Does it sound like something a person with our brand’s personality traits would say?
  • When you read it out loud, does it sound even better?
  • Is this appropriate for the intended audience, and does it convey the relevant aspects of our personality?
  • Is this “on brand”?
  • Does it create a positive impression of WPU to someone who might be unfamiliar with us?
  • Do the headlines convey our voice and capturing interest, or are they simply labeling the content?
  • Does it move beyond the functional and leave an impression that’s based on something emotional?