Text Principles and Structure

Understand first:

 

  1. Audience segment (target the narrowest, most relevant audience for the message);

  2. Goal (define the purpose of the message and how it encourages the user to pay more or upgrade).

 

All text should be:

  1. Understandable (if it's public, 100% of the audience and your grandma should understand).
  2. Needed (every word should add value)
  3. As short as possible (and even shorter)

 

Body Text:

  • Additional information/features — in bullet points, steps how to do — in number list. Always end with a conclusion;
  • Never use double bulleted/multi-level lists;
  • Bold for offer/Call to action (depending on the goal) or emphasis (if needed);
  • Links on phrase/action/email (not on "learn more", "here"), opened in another tab, use: target="_blank";
  • Use infinitive or passive voice for descriptions (e.g. On Site.pro websites, domains and emails can be managed in one place);
  • Write in 3rd person (e.g., it is possible in the module);
  • End full sentences with a dot. No dot after subtitles under headings.

 

Website:

  • Always translated to LT, EN, RU.
  • Use existing variables, create new only if no other option.

  • Accounting: Module names in text are written in brackets „ ... “, in the titles — without brackets.

 

Articles: 

  • Length is not so important;

  • Important: keywords, backlinks, link(s) to the sources;

  • Follow the hierarchy for headings: H1 (only for the banner/page title) → H2 → H3 → H4 → H5;

 

Quotes:  

  • Avatar, full name (URL to socials: LinkedIn, or etc.), job position, company location;

  • Resource: article or page, company logo (what's available with URL)

 

Landing text blocks:

  • One block — one complete idea;

  • Each  block has an introduction of 1—2 sentences;

  • Not more than 2 same blocks in a row (rotate the backgrounds and the image position, if same blocks follow each other);

  • Text should take 50-70% of the block composition (example below)

Tasks, FAQ's, Borcov.group

  • Headline: describes a problem or asks a "How to" question;

  • 1 sentence = 1 step: Do > This > Where;

  • Path → Always in Italic;

  • Never use 'right-click', 'double-click' (Tablets don't have this option);

  • Avoid using articles 'the', 'a';

  • Website builder: For FAQ to be added B2B/B2C;

  • Website builder: Use full term: 'Website builder', avoid shortening it to 'builder';

  • Use icons {faq_pencil_icon} to mention buttons, never images;

  • Image should be understandable. For large (100% width) — use "faq_image_large" template. For small (~50% width) — use "faq_image_small";

  • Give example if possible.

 

SP/B1 Updates Teams chats: 

  • English only;
  • Provide URL to check update, if possible;
  • If adding screenshot — show where/what exactly was added/changed/removed with arrows/rectangles;

  • Mention @TeamMember who requested update.

 

Emails

  • Subject hot, max 6-10 words;
  • Greetings (formal/informal);
  • Introduction (what it is);
  • Conclusion/value (why you/they need this);
  • Signature (personal letters — your own; newsletters — general (support). 

 

Grammar:

  • Install a proofing tool for all communication languages (for every person related to communication)
  • Use British English;
  • Apply title case for nouns, verbs (including phrasal verbs, e.g. Keep Out, Get Into, Go Out, etc.), adjectives, adverbs, pronouns, and all words of 4+ letters should always be capitalized;
  • Do not capitalise articles (a, an, the), prepositions (at, in, on, to, ..) or conjunctions (and, yet, or, ...).

 

Testing:

  • Show it to someone with expertise in this question (German, Tania, Alex);
  • Test it on users from other project(s), how they understand. Live testing up to 30-40 sec.

 

GDPR:

Avoid all kinds of personal data. Double check what kind of emails/domains/etc. you use. For examples use ONLY example.com domain/email and Gmail interface.

 

Manual aliases:
Do not forget that users and Google will see them as well.

Search for ideas: 

  • Find all customers' tickets with particular FAQ and choose relevant/best ones;
  • Search in Google how people/competitors formulate questions;
  • Ask colleagues/friends how they would ask the question;
  • If all the best are found, do not search for new ones.

Rules for text:

  • Translate request to EN (SP), LT (SP: Accounting);

  • Use accurate keywords.

 

Writing guidelines: