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Making your website more
inclusive using tone
Alice Still
@alice_s_still
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Unramble – content strategy for WordPress websites
Superscribe – easy email marketing for growing businesses
WordCamp Brighton @WordCampBTN
WordUp Brighton (WordPress meetup) @WordUpBrighton
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Why be inclusive?
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Inclusion Diversity
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Diversity =
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Diversity =
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“Diversity enables effective decision making,
innovation, and economic growth by promoting
deeper information processing and complex
thinking.”
Galinsky A.D. et al (2015). Maximizing the gains and minimizing the pains of diversity:
A policy perspective. Association for Psychological Sciences.
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User personas/personalities
• Age
• Education level
• Professional background
• Their needs, interest and goals on the website
• Expectations + assumptions (positive + negative)
• Where else they go for information
• When and where they’ll access the site
• Device(s) they use
• Goals and motivations in life
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You = your audience?
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You ≠ audience potential
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Inclusion Tone of voice
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Every time you interact with people – through your
website, on social media, in an email, or face to face
– your tone affects how you come across.
It manifests itself in everything from your word
choice, to your use of punctuation (exclamation
marks!). Now I’d even consider things like emojis and
GIFs a part of your tone.
https://unramble.com/tone-of-voice-in-branding/
What is tone of voice?
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Small thing #1
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We came, we saw, we conquered
Small thing #2
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Small thing #3
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Task: Crowd source a website landing
page with an inclusive tone of voice
Let’s write together
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The brief
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The inclusive website page quiz!
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Question 1: Which title is the best?
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Question 2: Which introductory
paragraph is best?
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Question 3: What h2s, in which order,
should we include?
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Question 4: What CTA copy will best
encourage people to fill out an
application form?
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Question 5: How should we frame the
different application methods?
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Question 6: What fields should we
include on the form?
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Question 7: What copy should we use
on the form submission button?
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Question 8: What else can we do to
make this page more inclusive?
Ask everyone
Read lots
Email us: [email protected]
Keep in touch with ideas