Argos voice guidelines

When writing digital interactions for Argos, follow these UX-specific voice guidelines to make sure your words always sound like Argos. For the full guidance, read the Argos brand guidelines.

For more information on writing for digital interactions, you can read our UX writing principles.

Argos' brand voice

Argos understands the people they're writing to. They walk the same streets, binge the same shows, and see things the same way.

When it comes down to it, Argos are plugged-in to their customers. When writing for Argos, you should:

Plug into the moment

Argos want to be there for all of life's moments and they bring them to life by focusing on the details in their copy.

Plug into the mood

Argos' copy is upbeat and optimistic, but they know when to tone down their sunny side if the reader isn't feeling the same way or the time isn't right.

Plug into the conversation

Argos' writing feels like they're on the same page as their customers. So they use natural, conversational language, like how you'd speak to a friend.

Plug into the channel

Argos makes sure the message they write works for the medium - whether it's online, on social or outdoor. They think about how words and pictures work together and how much reading people are prepared to do on that channel. And, if they get the luxury of space, Argos help their reader navigate and still find what they need.


How to plug into the moment

Focus on the small details to give Argos' customers a clearer picture of whatever you're writing about.

Do
We can deliver to the Scottish Islands, Isles of Scilly and the Isle of Man so long as it’s something small (like ink cartridges for your printer or a new toaster.)
Don't
We can only deliver certain products to the Scottish Islands, Isles of Scilly and the Isle of Man.

Give clear instructions and encourage customers to act in the moment.

Do
Forgotten your password?It’s easy done. Pop the email address you registered with into the box and we’ll send you a link to reset it.
Don't
Forgotten your password?You can reset your password once you give us your email address.
Do
Get in touch
Don't
Contact details

How to plug into the mood

Think about how the customer is feeling and build your writing around it. It's important to give customers the information they need as quickly as possible.

Do
What if I can't make my Argos card payment?Don’t worry, you’ve got options. Give us a call on X and we’ll talk you through them.
Don't
What if I can’t make my Argos Card payment?We totally understand. Life is complicated, and circumstances can change without warning. If you’re having difficulty making a payment, just give us a call on xxx and one of our friendly advisors can talk through your options.

Argos can have a playful side, but don't let it in the way of getting the message across.

Do
We’ll deliver your order as soon as we can.
Don't
Woo hoo! A warm, well-deserved, full-of-welly delivery will be arriving soon.

How to plug into the conversation

Use the language Argos' customers would use, like you're talking to a friend.

Do
If we’ve got it wrong, let’s make it rightWe're sorry about this. Can we grab some details from you so we can sort it out?
Don't
If something’s wrong, let us make it rightWe're really sorry that you’re having trouble, Kathryn. Can we get a few order details from you so that we can resolve this?

Use contractions like it’s, we’ve and we’ll to set a casual tone with Argos' customers.

Do
We've sent your order and it's on its way.
Don't
We have sent your order and it is coming your way.

Include the kind of phrases that you'd actually use in day-to-day conversation.

Do
Prefer to collect in-store?No problem. You can use our store locator to see which store is closest to you.
Do
Just tell us the product you've got your eye on and we'll let you know when it's next in stock

How to plug into the channel

Keep your writing short and sweet. Stop as soon as you've got the main message across.

Do
Order today. Get it today. Easy.
Don't
With our Fast Track service, you can get items you’ve ordered today delivered today.
Do
Going to miss this delivery?No problem. You can rebook your delivery easily.
Don't
Going to miss this delivery?As this is a large package, we'll have to rebook your delivery. You can rebook your delivery by following this link to our rebook a delivery page.

Use descriptive headings to break up longer blocks of text so customers can easily scan your writing.

Do
Where do you deliver?Absolutely everywhere in mainland UK and Northern Ireland.How do I check?Just pop your postcode into the box on the page of the product you’ve got your eye on.
Don't
We can deliver absolutely everywhere in mainland UK and Northern Ireland. If you want to double check that we can deliver to your address, just pop your postcode into the box on the page of the product you've got your eye on.

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