THE LOWDOWN: Cumbria and Lancashire CRC asked me to re-write their website following a minor re-brand. Information on the site was aimed at a broad audience — offenders, partners, government departments and suppliers. I suggested that the tone of copy be slightly different for the section aimed at offenders (or service users). This should be more informal, friendly and use positive language. I recommended the whole site be written in plain English, which was a challenge for an organisation where many of the staff were used to writing in a more academic, formal style. Here are a few sample pages. You'll see that I've used short paragraphs and bullet points to make the information easily accessible for everyone. You can visit the full site here.