Writing Style and Tone

We have a personality, and we show it – but never at the expense of clarity. When possible, we opt for casual, friendly language, provided it does not make it harder for our readers to find the information they want. When readers arrive at our site, we want them to feel happy, well informed, and confident that they will find what they are looking for. We don’t want to intimidate our readers or make them feel that we are talking down to them.

To achieve this, our web content should be:

• inclusive - we consider our readers who are English language learners or have low literacy skills

• concise - we get to the point right away

• clear and uncluttered

• informed - we are knowledgeable and helpful

• current and relevant - we know what’s going on in our communities

Also:

• Refer to the reader as “you” whenever possible.

• Use positive language, including when you write about rules. (example: “Please return books to the bookdrop” instead of “Don’t leave books on the tables”)

• Use “we” and “us” instead of “the Library” or “Oakland Public Library.”

• Write in the second person, using “you,” “your,” and “yours.”

• You may use contractions (they’re, I’m, there’s, we’ll, you’ve etc.).

• Avoid library jargon. Use descriptive terms the general public will understand. (examples: instead of “reader’s advisory” say “we can help you find a book you’ll like” and instead of “periodicals” say “magazines and newspapers”)