Writing Style Guide
I overhauled a digital marketing agency's writing style guide to create a comprehensive, centralized, up-to-date resource.
At a Glance
Problem
The company's voice, tone, and style guidelines lived in a variety of documents or had never been formally recorded, making it difficult for writers and editors to find complete, up-to-date standards.
Solution
Create a "single source of truth" that brings together information from various resources and addresses common industry-specific issues that weren't previously documented.
Results
Complete, updated guidelines in a single, comprehensive resource, leading to more efficient editing and more consistent content overall.
More About the Work
When I arrived at Geonetric, a software developer and digital marketing agency specializing in healthcare, the organization had a writing style guide in place. It covered basic writing mechanics and included a section on voice and tone.
As web and writing expectations evolved and questions specific to healthcare writing arose, the team created additional resources. Recommendations for readability lived in a separate document. Standards around inclusive language were recorded in meeting notes and e-mails. Word lists clarifying common industry terms were included in onboarding materials for new hires.
It was a lot to keep track of. Governance was difficult. And new content contributors were confused. It was time for a major style guide update.
Process & Tools
I led a project to create a comprehensive, centralized writing style guide. My steps included:
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Review all internal style-related documentation
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Uncover common style questions through reviews of past work and discussions with team members
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Research style guide best practices and examples from other organizations
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Meet with internal stakeholders to discuss proposed changes
Product
The new, updated style guide included guidance on:
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Accessibility and inclusive language
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Readability and use of plain language
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Commonly used words in our clients’ industry (healthcare)
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Expanded voice and tone guidelines
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Grammar, punctuation, and mechanics guidelines
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Information about organizing and structuring web content