1. AAT website - a review of tone of voice on selected pages by Waxmans Presented to Janice Gallagher September 2009

2. 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

3. 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.

4. Clumsy. Should be About the AAT anan Directions Missing full stop Lower case l

5. 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

6. Clumsy. Should be About the AAT

7. 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

8. Not AAT’s, should be the AAT…

9. 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

10. Lower case a Missing full stop Login one word and lower case l Lower case l Why initial caps?

11. No full stop needed Lower case l Is it logical to invite members to join?

12. 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

13. !!! Lower case l; should be black Inconsistent bullet point style Headings should be black Spacing issues Lower part of this webpage on next slide >

14. Abrupt, unfriendly tone of voice Not good English. Should be to !

15. Lower case l; should be black Singular; should be black Missing full stop Superfluous commas

16. Typo Lower case l; should be black No full stop needed LGAC? Should be black; mixture of colour headings on this page

17. 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

18. Acronym is too close to AAT. How widely is AT understood? Lower case a ? Mix of colours

19. End