Unlocking Tone of Voice: A Beginner's Handbook by The SEO Works - HTML preview

Passive voice can be helpful in certain professional contexts

Passive voice is a grammatical construction in which the subject of a sentence is not the agent of the action, but rather the action is done to the subject.

For example, In a legal context, this can help to avoid assigning blame and maintain impartiality, which is important when discussing sensitive topics.

Passive: “ If the marriage came to an end due to…”

Active: “If you ended your marriage due to…”

In the passive example, the reader is impartial. In the active example, the reader is to blame.

Formal vocabulary and formal titles

The use of words and phrases that are typically used in formal or professional settings, as well as the use of formal titles such as "Dr." or "Professor" when addressing someone.

See ‘formal vs. normal’ table above.

Technical terms and jargon

The use of specialised language and vocabulary specific to a particular field or industry. This will help readers with industry knowledge trust the piece.

“Following the 20-week reflection period, you will be able to apply for a conditional order and proceed with the divorce process.”

Precise language

The use of specific and accurate words and phrases to convey meaning, as opposed to using vague or general terms.

Precise: “In a study of more than 800 IT and business professionals, AIIM found that more than 50% of businesses know little or nothing about GDPR.”

Vague: “Research shows that the majority of businesses don’t know about GDPR”

Avoid slang and colloquialism

The avoidance of informal or casual language, including words and phrases that are considered informal or specific to a particular region or group of people.

"Lowkey" (secretly or on the downlow)

"Savage" (fierce or brutal)

"Gonna give it a shot" (going to try)

Avoid overly emotive language

The avoidance of overly emotive or casual language, which can make the text appear biased. Creating a neutral, balanced sentiment will help your text sound more professional.

Avoiding emotion: “Getting a divorce can be a complex legal process that requires careful consideration and planning”

Emotional: “Getting a divorce can be an extremely difficult and emotional process. However, it's important to stay strong and have a clear understanding of the steps involved.”

Proper punctuation and grammar

The use of proper punctuation and grammar in the text, which will make the text easier to understand and appear more professional.

There’s not necessarily a need to dress the text up with ‘fancy’ grammar to sound ‘proper’. Just make sure to proofread and use a grammar checking tool.

Comma: Getting a divorce can be a long and complicated process, especially if you're not familiar with the legal system.

No comma: Getting a divorce can be a long and complicated process especially if you're not familiar with the legal system.