1. Future domestic students

Let’s put ourselves in their shoes. As our future students are in the middle of a big decision, it’s important we make them feel we’re on the journey with them. 

Before we can start the conversation, we need to understand their needs at every stage of their decision-making journey. Use plain English without being too casual, and back up claims with evidence. If it feels appropriate, add in student stories or examples. And if we’re attributing content to an individual, remember to bring in elements of their personal voice so it feels authentic. 

It’s also important to give substance to content. Universities all over the world tend to use the same language and ideas to get their messages across. An easy way to be original is to focus on what makes us special in any context, and to use this to give more weight to our words.

Lastly, remember what a time of potential this is for future students. Inspire your audience with the idea that we can help them find out their strengths, what brings meaning to their lives, and what’s possible for them in their chosen field.

Quick tips

  • Use the words ‘you’ and ‘because’ where you can. These ‘super words’ help our writing feel more personal and persuasive.
  • Think friendly, rather than overfamiliar.
  • Be inclusive. Write in a way that makes your reader think, ‘They get me.’
  • Don’t try to be ‘cool’ or ‘hip’ – Future Students won’t see this as genuine, so be authentic.

Tone of voice example: future domestic students

This copy is taken from the ‘Why choose UQ’ section of the UQ website. It’s intended to provide future domestic students with an overview of what they can expect from UQ, and was drafted with the tone of voice in mind.  

WHY CHOOSE UQ?

A degree employers will recognise

We're here to offer you an education – not just a qualification. We're a university that prepares you for a changing world. A university with endless possibilities. A university that will equip you for future success – locally and globally, today and tomorrow.

Our study areas are as diverse as our students. With one of the most comprehensive selections of programs in Australia, you can choose a degree to match your interests, passions or career goals.

Find a program

A balance of study and play

Have a life while you get an education. UQ students enjoy a healthy balance between life and study, making the most of our beautiful campuses, facilities and the many activities happening every week on campus. From the UQ Rowing Club to the Harry Potter Alliance – there’s bound to be a club or society that piques your interest. And with the great outdoors close by, it’s easy to enjoy an active lifestyle.

Learn more about campus life

Highly awarded teachers

With a passion for big ideas and little details, you’ll learn from teachers and scholars who are proven international experts in their fields. You’ll be in good hands here – UQ has won more national teaching awards than any other Australian university, and you’ll learn the way you want to, in partnership with your professors. You’ll also finish your degree as one of the most employable graduates in the state.

Hear from some of our award-winning teachers.

A reputation built on research

We connect the brightest minds to find innovative solutions to some of the world’s greatest challenges. From poverty and sustainability to climate change and cancer studies, our pioneering research is shaping the future of our planet and its people.

– $368M in research grants

– #1 university in Australia in the prestigious Nature Index

– 8 research institutes

A few things we're proud of

We're Queensland’s only university ranked in the top 50 by the QS World University Rankings. A UQ degree shows you have studied at one of the world's most respected universities.

40th Performance Ranking of Scientific Papers for World Universities

42nd US News Best Global Universities

47th QS World University Ranking

54th Academic Ranking of World Universities

66thTimes Higher Education World University Ranking

For any questions or comments, please contact the Publications team.

(+61 7) 336 52479