The Webster Advantage: Establishing Voice & Tone
As a strong international University, we provide unique, global experiences, which prepare our students to lead in their communities and around the world. When writing and curating content consider the following:
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KNOW YOUR AUDIENCE |
Our primary audiences are prospective and current students, so content should reflect their program and career path needs. |
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KNOW YOUR CONTENT |
Approach content development as the subject matter expert that you are. Let it show. |
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TELL A GOOD STORY |
Be passionate and your passion will shine through in your writing. Think about new ways to engage your audience and help them experience the Webster Advantage. |
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USE ACTIVE VOICE |
Why? Because using the passive voice sounds vague. |
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BE CONVERSATIONAL |
Use clear, succinct language. Consistent use of brand language and assets creates easily identifiable experiences that strengthen our University’s brand value in the public mind while promoting our core values. |
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BE INCLUSIVE |
Use words that convey not only what we do—but how we connect with a global audience. Inclusive language is free from phrases or words that reflect a biased point-of-view and may be perceived as prejudicial to particular individuals or groups. |
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BE TRANSPARENT |
Our audience is smart and can tell when something is less than authentic. Write from your heart. It will engage readers. |
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BREVITY COUNTS |
Our audience doesn’t read—they scan. Start with a point, support it and use links for more in-depth details. It takes a user about 10 seconds to decide if they are going to stay on a webpage. |
Our Goals & Principles
With every page of our website, we’re trying to guide, empower and educate. Though to do so effectively, we must consider the following questions:
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How do we help students reach their personal, professional, and educational goals? |
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What makes the Webster Advantage unique? |
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Who is my audience? |
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What is my target audience’s greatest need(s)? Does the information provided address their need(s)? |
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Does the content provide value in the form of new ideas, trending topics or insights that we are uniquely situated to provide actionable solutions? |
Our Story
In 1915, the Sisters of Loretto had a bold vision of establishing a university that would admit and educate only women. Opening with five students the institution’s first graduating class totaled just two women.
Today, our community looks quite different than it did more than a century ago — and even different from when it was renamed Webster University in 1983. Now the University engages thousands of individuals living and working worldwide, honoring our legacy in the pursuit of academic excellence, equality and global citizenship.