Best practices for writing clear, consistent, and effective content
Our brand voice is the consistent expression of our brand through words, both written and spoken. It should remain consistent across all touchpoints.
We communicate complex ideas in simple, straightforward language. We avoid jargon and technical terms when possible, and explain them when necessary.
We speak with authority and expertise, but never arrogance. We're sure of our product and its value, and that confidence comes through in our writing.
We anticipate user needs and questions. Our content guides users toward success and provides solutions rather than just information.
While our voice stays consistent, our tone should adapt to the user's context and emotional state:
When users complete tasks or reach goals
Great job! Your project has been successfully created. Ready to add your first task?
When something goes wrong
We couldn't save your changes. Please try again or contact support if the problem persists.
Be conversational and natural
"We need a few details to set up your account."
Use active voice
"The system will notify you when changes are saved."
Be concise
"Choose a payment method to continue."
Use corporate jargon
"Please input the requisite information to facilitate account creation."
Use passive voice
"You will be notified by the system when changes have been saved."
Be wordy
"At this point in time, it is necessary for you to select one of the available payment methods in order to proceed to the next step of the checkout process."
Before finalizing any content, review it against these criteria: