Content & Voice Standards
Guidelines for tone of voice, writing style, and content formatting across all TpGroup products.
Writing Principles
Four foundational principles that guide all content creation across TpGroup.
Lead with Impact, Not Features
Users care about outcomes, not technical specifications. Start with the benefit.
TpEMIS reduces admissions processing time by 60%
TpEMIS has an admissions module with automated workflows
Be Specific, Not Vague
Concrete numbers and details build credibility. Vagueness creates doubt.
Over 50,000 students use our digital content for NPSE, BECE, and WASSCE
Thousands of students benefit from our platform
Active Voice, Always
Active voice is direct, clear, and easier to understand. Passive voice adds unnecessary words.
Click Submit to send your application
The application should be submitted by clicking Submit
Respect the Reader's Time
Readers scan, they don't read every word. Make it easy to find what matters.
3-4 sentences per paragraph. Bullet points for 3+ items. Front-load key information.
Long, dense paragraphs that bury the main point several sentences in.
Voice Attributes
The TpGroup voice is constant across all brands. These attributes define how we communicate.
Confident
State what we do clearly, backed by evidence
Purpose-Driven
Connect every message to impact or value
Precise
Use specific numbers and concrete language
Inclusive
Welcome all audiences without patronizing
Content Patterns
Specific guidance for common UI content types.
| Content Type | Principle | Good Example | Bad Example |
|---|---|---|---|
| Error Messages | Be specific and actionable | Email address is required. Please enter your email to continue. | Invalid input |
| Success Messages | Confirm the action and next steps | Application submitted successfully. You'll receive a confirmation email within 24 hours. | Success |
| Button Labels | Use action verbs that describe what happens | Download Report | Click Here |
| Form Labels | Clear, descriptive, no jargon | Email Address | User ID (email) |
| Placeholder Text | Show format or provide helpful example | you@example.com | Enter email |
| Empty States | Explain why it's empty and what to do | No applications yet. Click "New Application" to get started. | No data |
Grammar & Style Rules
Specific grammar and formatting conventions for consistency.
Use contractions for warmth
You'll receive an email (not: You will receive an email)
Define acronyms on first use
West African Senior School Certificate Examination (WASSCE)
Use sentence case for headings
Getting started with TpEMIS (not: Getting Started With TpEMIS)
Use the serial comma
Students, parents, and educators (not: Students, parents and educators)
Avoid Latin abbreviations
For example (not: e.g.), That is (not: i.e.)
Formatting Guidelines
How to structure and format content for maximum readability.
Paragraph Length
Keep paragraphs to 3-4 sentences maximum. Break up longer content into digestible chunks. Use white space generously.
Lists
Use bullet points for 3 or more related items. Number lists only when order matters (steps, rankings).
- • Bulleted lists for unordered items
- • Numbered lists for sequential steps
- • Keep list items parallel in structure
Headings
Use sentence case for all headings. Create clear hierarchy with H1, H2, H3.
H1: Page title (one per page)
H2: Major sections
H3: Subsections
Numbers
Spell out numbers one through nine. Use numerals for 10 and above. Use commas for thousands (10,000). Use "+" for approximations (20,000+).
Cultural Authenticity
Writing that respects and reflects the diversity of our audience.
Respect Local Context
Acknowledge variable bandwidth, mobile-first usage, and offline scenarios without being condescending. Frame limitations as design opportunities, not deficits.
Use Inclusive Examples
When providing examples, use names, scenarios, and references that reflect our diverse audience: Sierra Leoneans, African Americans, diaspora communities.
Avoid Assumptions
Don't assume users have high-speed internet, the latest devices, or familiarity with Western-centric idioms and cultural references.