Case, voice, and tense

In crafting clear and effective content, adhering to specific writing conventions can significantly enhance readability and engagement. Each practice contributes to creating content that is direct, engaging, and easy to understand.

Use sentence case in headings

Sentence case means capitalizing only the first word of the heading and any proper nouns, while keeping the rest of the words in lowercase. This approach is less formal and more natural, making it easier for readers to scan and understand the content.

Example:

• Incorrect: “How To Write In Active Voice”
• Correct: “How to write in active voice”

In the incorrect example, every major word is capitalized, which can feel stiff and formal. The correct example uses sentence case, making the heading more approachable and easier to read.

Write in active voice

Writing in active voice means structuring sentences so that the subject performs the action rather than receiving it. This makes sentences more direct and engaging.

Example:

• Passive voice: “The report was reviewed by the manager.”
• Active voice: “The manager reviewed the report.”

In the passive voice example, the sentence is less direct and more wordy. In the active voice example, the sentence is more straightforward and dynamic, clearly showing who is performing the action.

Write in the present tense

Using the present tense creates a sense of immediacy and relevance, making the content feel more current and engaging. It helps readers feel like the information is applicable to the current time.

Example:

• Past tense: “The team completed the project last week.”
• Present tense: “The team completes the project this week.”

In the past tense example, the action is in the past, which can make the content feel dated. In the present tense example, the action is ongoing or relevant now, making the content feel more immediate and engaging.