The Baltimore County Voice

Voice is the overall way we address users. Content is what we say; voice is how we say it. A consistent voice is critical because it makes a website feel cohesive and credible.

Baltimore County’s digital voice is:

• Authoritative, but not bureaucratic
• Friendly, but not informal
• Inclusive, but not exhaustive

This guide will help you write effectively for your online audience. Every piece of content that you write for your site should be created with the County's voice in mind.