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Content Guidelines

Writing standards and tone for the BCF website.

See also: Content & Metadata — metadata system, SEO, blog posts, images.

Writing Style

Voice and Tone

BCF's voice is:

  • Collaborative, not sales-oriented
  • Professional but approachable
  • Warm and human
  • Evidence-informed but accessible

Not:

  • Corporate or jargony
  • Pushy or sales-heavy
  • Overly academic
  • Distant or formal

Language Requirements

UK English Spelling

Always use British English spelling in all user-facing content:

✅ Correct:

  • organisation
  • organise
  • colour
  • favour
  • centre
  • licence (noun), license (verb)
  • practise (verb), practice (noun)
  • analyse
  • recognise

❌ Incorrect:

  • organization
  • organize
  • color
  • favor
  • center
  • license (for both)
  • practice (for both)
  • analyze
  • recognize

Exception: Code Syntax Never change code syntax — CSS properties (color:), CSS values (text-align: center), SVG attributes (stop-color), or Tailwind classes (text-center, items-center) must remain in standard code format.

Capitalisation Conventions

Section Headings: Sentence Case

Use sentence case for all non-clickable headings:

✅ Correct:

  • "Who we work with"
  • "Partnership not right for you?"
  • "Want to talk it through?"

❌ Incorrect:

  • "Who We Work With"
  • "Partnership Not Right For You?"

Buttons and Links: Title Case

Use title case for all interactive elements:

✅ Correct:

  • "Get Started"
  • "Contact Us"
  • "Book a Call"
  • "Learn More"

❌ Incorrect:

  • "Get started"
  • "Contact us"

Tone Examples

✅ Good BCF Tone

Collaborative:

"We work alongside your team to build internal capacity for delivering Better Conversations."

Warm and Human:

"Every organisation is different. Let's have a conversation about your specific needs."

Evidence-informed but Accessible:

"Our framework draws on decades of research in coaching psychology and communication — but you don't need a PhD to use it."

❌ Avoid

Corporate Jargon:

"We leverage synergistic solutions to optimise your organisation's communication infrastructure."

Pushy Sales:

"Buy now! Limited time offer! Transform your team today!"

Overly Academic:

"Our methodology utilises empirically validated psychoeducational intervention protocols..."

Distant/Formal:

"The Foundation's offerings include a comprehensive suite of services designed to address communication deficits."

Content Review Checklist

Before publishing content:

Writing:

  • UK English spelling throughout
  • Sentence case for headings, title case for buttons
  • Warm, collaborative tone (not corporate)
  • No em dashes in meta descriptions
  • Clear, scannable structure

Metadata:

  • Page title in pageMetadata.ts
  • Meta description 150-160 characters
  • Appropriate keywords included
  • Hero title semantically related to metadata title

SEO:

  • Unique meta description
  • Keywords in first 120 characters of description
  • Internal links with descriptive anchor text
  • Images have appropriate alt text

Accessibility:

  • Proper heading hierarchy (H1 → H2 → H3)
  • Descriptive link text (not "click here")
  • Alt text for informative images, empty for decorative
  • Lists use proper HTML markup

Technical:

  • Filename matches slug (for blog posts)
  • Hero image exists (if blog post)
  • Author image exists
  • Frontmatter complete and correct

Resources

Writing Guides:

Accessibility: