Writing
Produce content in the spirit of Articulink and ensure consistency across all mediums.
Brand Voice
Our voice is the personality behind our words. It stays consistent across all communications while our tone adapts to context.
Warm
We speak like a trusted friend, not a medical textbook.
“Great job today! You're making amazing progress.”
“Session completed. Next appointment in 7 days.”
Clear
We explain complex things simply, without jargon.
“We'll help your child make clearer 's' sounds.”
“We'll address the lateral lisp affecting sibilant phonemes.”
Encouraging
We celebrate progress and keep spirits high.
“Every small step forward is a win!”
“Results may vary based on condition severity.”
Professional
We're experts, but we don't talk down to anyone.
“Our therapists are certified and experienced.”
“Trust us, we know what we're doing.”
Tone by Context
For Parents
Reassuring, informative, empathetic. Parents need to feel confident in their choice.
For Children
Playful, encouraging, simple. Therapy should feel like fun, not work.
For Professionals
Knowledgeable, direct, respectful. We speak peer-to-peer with clinical partners.
Writing Tips
- 1Use active voice. 'We'll call you' not 'You will be contacted.'
- 2Keep sentences short. Aim for 15-20 words max.
- 3Avoid jargon. If a 12-year-old wouldn't understand it, simplify.
- 4Lead with benefits. What does this mean for the reader?
- 5Be specific. 'In 2 business days' not 'soon.'
- 6End with action. Tell people what to do next.