1. WOSM Staff Support Centre
  2. Communications and Branding
  3. World Scouting’s English Style Guide

Web writing

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🌐 Headings and subheadings

Use an initial capital letter and complete the heading or subheading in lower case, except for proper nouns.
Example: 
World Scout Committee meets in Lebanon
Strong support for Scouting was received from all National Scout Organizations

🌐 Web addresses/URLs

Add hyperlinks instead of URLs. If necessary to include a URL, omit “http://”, “www”, and any trailing slash at the end of a URL, unless it does not work without it.

Note: Where appropriate, use hyperlinks 

Example: 
scout.org 

🌐 SEO

As most of World Scouting’s communications are featured online, having good search engine optimisation (SEO) is important as it ensures that content be found more easily online. When writing is clear, well structured, and uses relevant terms, search engines can better understand and show it to people searching for related topics. 
Good SEO improves visibility, reach, and accessibility - especially for global audiences - and ensures that useful content reaches the people it is intended for. Here are some important tips to follow:
 
  • SEO web writing focuses on clarity, structure, and relevance. 
  • Use clear, descriptive headlines and include key terms naturally, especially in the opening paragraph. Put the most important information first, keep paragraphs short, and use informative subheadings. 
  • Write in simple, accessible language and avoid jargon. Use meaningful links and descriptive image alt text. 
  • Be consistent with names and terms. 
 
Above all, write for people first. Search engines reward content that is clear, useful, and easy to read.
 

🌐 Uploading images

When uploading images, such as a graphics and photos, add a brief text description to make content more accessible. 

Note: For photos, always remember to credit the photographer.

🌐 AI and new writing tools

The use of artificial intelligence (AI) and other writing tools, such as ChatGPT, Microsoft CoPilot, Claude AI, Grammarly is a widespread and commonly accepted practice. While such tools can be used to generate ideas, create, or refine content, AI should be seen as something that assists or improves your work, but never replaces the writer.
 
To use AI more effectively while remaining true to who you are as a writer, here are some pointers:
  1. Always start with a draft: Give the model something to work with. A blank prompt invites bland results. If you’re struggling to write a strong first draft, start with bullet points and ask the AI tool to develop ideas or create an outline based on your bullet points.
  2. Always review the output: Fact-check, rephrase, and ensure the content reflects your voice.
  3. Train your AI tool to sound like you: AI-generated content often sounds generic, so use detailed prompts to train the tool sounds more like you (see blogs here and here). You can also use AI to critique your own writing, using it to find potential holes or suggest ways to improve it. 
 
Here are some examples of prompts:
Generic prompt
Specific prompt
Make this sound better
Edit the conclusion using the active voice, keeping it under 100 words, and highlighting the positive impact of Scouting on the environment in Guatemala. Ensure a strong call to action for policymakers across the Americas.
Check this article and tell me what’s wrong with it.
Act as though you’re a writer for an international non-profit youth organisation. Review this draft article, focusing on clarity, narrative flow, and effectiveness for an audience of young, educated adults. Ensure the tone is light and engaging, yet professional, and accessible to non-native English speakers. Assess whether the concepts are introduced in a logical sequence, if the language level is appropriate, and whether examples effectively support understanding. Provide structured feedback in two sections: (1) a high-level summary of strengths and areas for improvement, and (2) a detailed analysis with specific locations of any issues identified.
AI-generated content should never be published without review and editing by the author to ensure accuracy and alignment with World Scouting’s style and values. Ultimate responsibility and accountability lies with the author.
 
For more materials and tips go to Brand Centre and Build your social media strategy 

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