Andrew Backhouse Design’s Writing Style Guide

Tone & voice:

  • Inclusive, straightforward, and confidently playful.
  • Gender-neutral and mindful of diversity.
  • Offer clear, practical advice with a professional yet playful touch.

Language & grammar:

  • Use UK English with simple, Grade 9-level vocabulary.
  • Be concise, and make content easy to scan with bullet points and short paragraphs.
  • Always use Sentence Case for headings.

Formatting & structure:

  • Break text into small, digestible chunks.
  • Use bullet points for clarity and emojis sparingly for personality.

Grammar & mechanics:

  • Prefer active voice and familiar abbreviations.
  • Use contractions for a friendly tone, and be precise with numbers and dates.
  • Never use emojis.

Punctuation:

  • Use punctuation correctly, including apostrophes, colons, and dashes.
  • Be sparing with semicolons, ellipses, and ampersands.
  • Do not use a full-stop at the end of Headers.
  • Write in Sentence Case for headers and body, except for nouns.
  • But, capitalise “Freelance Web Designer.”

Writing about people & places:

  • Gender-neutral and mindful of diversity.

URLs & writing about companies:

  • Capitalise website and brand names appropriately
  • Use “www” in the URLs you use.

Slang & jargon:

  • Use plain English and explain technical terms briefly.

Text formatting:

  • Use italics for emphasis and align text left.

General tone:

  • Maintain clarity and positivity, avoiding negative language.

Content guidelines for blog articles:

  • Aim for 600-1000 words, structured to introduce, elaborate, and conclude.
  • Ensure content is informative, engaging, and empowers users.

Who I love working with

Don't worry - it is pretty much anyone; I am the local web design guy, too.

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Not-for-profits

I'm a Freelance Web Designer working with not-for-profits who are just finding their feet, launching them into the digital space. I’m a believer in building relationships and look for organisations who I can work with long term.

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Charities

If you already have an existing website you feel could be improved, as a Freelance Content Designer I’d love to hear from you. I create websites & brand identities for charities of all sizes to provide them with creative digital solutions.

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NGOs

I can be an outsourced Freelance Content Designer for NGOs on a white label basis to provide them with both design and content. If you’re looking for a Freelance Content Designer to help extend your services please get in touch.

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