Writing for Q-Park

Basic guidelines

All Q-Park communications should be clear and concise, and easy to understand at a glance – for visuals, and on first reading for texts. Follow your country/language ‘plain language’ guidelines.

• Use inclusive language so not to offend

• Use the active voice to communicate in a direct, concise and dynamic tone

• Be positive and emphasise what can be done

• Give credit for sources and images used and respect copyright.

Writing for the digital world

Text for web pages should be brief and to the point:

• Each page deals with a single topic or one specific key word

• Use approximately 200-250 words per section/heading/screen, yet ensure the information you provide is complete

• Use short sentences but do not oversimplify.

Website visitors scan rather than read:

• Structure the information using headings and subheadings

• Always mention the key word of the page in the first heading of your text

• Ensure that headings, paragraphs and colours are used consistently

• Use bullets to convey information concisely

• Use FuturaTDem to emphasise (never bold).
  Note: The Content Management System (CMS) for adding content to the corporate and country websites does this automatically, as do the Q-Park MS Office templates.

Make the text inviting and attractive:

• Use the key word of the page in the title

  • Keep titles brief

  • Avoid superlatives in titles.

• When placing links in text, inform visitors what they will find

• Split sentences so each contains only one idea

• Alternate short and longer sentences to recreate the rhythm of natural speech

• Use WE when speaking about Q-Park and YOU when referring to the customer or partner

• Use everyday language that resonates with the target audience

• Avoid using jargon. If you must, use a specific term and make sure you give an explanation.

Reports

When writing reports and printed (PDF) documents take these guidelikes into consideration:

• Don’t leave just one word on a line, no widows/orphans.

• Figures and charts:

  • align to the left or right margin

  • add a caption

  • number figures and charts for easy reference

  • credit the copyright owner, if applicable.

• Tables:

  • Align to the left margin

  • add title above the table

  • number tables for easy reference.

• In long documents, such as annual reports:

  • Use headings to help the reader navigate through the document

  • number the figures, charts and tables for easy reference

  • credit the copyright owner, if applicable

  • create a table of contents using the top heading levels

  • create a list of figures, charts and table as part of the table of contents.

Social media

When writing for socal media:

• Use CamelCase for hashtags because:

  • your audience can see meaning at a glance;

  • screen readers can pronounce the words.