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AAT website -a review of tone of
voice on selected pages
by Waxmans
Presented to Janice GallagherSeptember 2009
The brief and summary of findings
• Your brief was to review a selection of web pages and comment on the tone of voice used
• In auditing the pages, it was impossible to ignore aspects of design and we have also commented on these
• There is relatively little copy on each page, but overall, there is an inconsistency in the quality of the offline and online communications
• When compared with the copy in the printed materials, it appears that less attention to detail has been taken over the website copy – negative observations have been made on every page audited
• Similarly, less care has been taken over typography, consistent use of colour and bullet point style when designing the templates
• In summary, there is a difference between the experience of AAT brochure readers and visitors to the AAT website. Visitors to the site may perceive the AAT as a less professional organisation
• Most issues highlighted can be rectified without any major overhaul to the site
Should we be talking about one or a series of Qualifications? This point is raised elsewhere
As a college…
Tone of voice lacks gravitas
This more relaxed style is suited to radio, but less so to be read
Navigation could be more helpful in directing different audiences
Less important tabs (sitemap, text only) could be relegated to foot of screen
Not easy for specific audiences e.g. Employers, Centres to find their area
Full stop missing
Teach the AAT qualification
Lower case l
Try to avoid ‘widows’ where possible, there are several on this page.
Clumsy. Should be About the AAT
an
Directions
Missing full stop
Lower case l
Lower case r; should be black
Not easy to read results, or know where to click next.
See google for ideal example
Lower case l; should be black
Lower case l; should be black
Clumsy. Should be About the AAT
Lower case a/l; should be black
Lower case l; should be black
Clumsy style: alternative. Avoid use of “AAT’s”
AAT online resources and services are exclusively available to AAT members and business partners
Not AAT’s, should be the AAT…
To do…is poor tone. Should be more like work in OR tackle OR take on…
Route OR Pathway?
Lower case a; should be black
Outline, not outlines
Lower case l; should be black
Clumsy style
Inconsistent bullet point style
Inconsistent bullet point style
Lower case a
Missing full stop
Login one word and lower case l
Lower case l
Why initial caps?
No full stop needed
Lower case l
Is it logical to invite members to join?
No ? needed
Unclear meaning
Needs ? But is inelegant phrasing. Alternative eg Why study for… OR The benefits of…
Why the AAT
Lower case l
Clarity needed throughout on use of singular or plural qualifications?
No full stop needed
!!!
Lower case l; should be black
Inconsistent bullet point style
Headings should be black
Spacing issues
Lower part of this webpage on next slide >
Abrupt, unfriendly tone of voice
Not good English. Should be to
!
Lower case l; should be black
Singular; should be black
Missing full stop
Superfluous commas
Typo
Lower case l; should be black
No full stop needed
LGAC?
Should be black; mixture of colour headings on this page
Should just read AAT; random dots… Lower case a
Lower case l; should be black
Lower part of this webpage on next slide >
Should be black; mixture of colour headings on this page
Acronym is too close to AAT. How widely is AT understood?
Lower case a
?
Mix of colours
End