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)

  4. Avoid repetitive wording (and dublicated information)

 

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 if user action needed) 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);
  • Website builder: use full term: 'Website builder', avoid shortening it to 'builder';
  • End full sentences with a dot. No dot after subtitles under headings;
  • The word Note: should be bolded (e.g. Note: Integration setup requires admin access);
  • Dirty HTML from Word/editor shall be not inserted (removed if found);

 

Website:

  • Accounting pages always translated to LT, EN, RU, other pages added via variables: {{text}}
  • Use existing variables, create new only if no other option.

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

 

Headings:

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

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

  • Use the same structure across languages;

  • Subject hot, max 6-10 words, no title cases;
  • Greetings (formal/informal);
  • Introduction (what it is) or main event, date/status for trigger emails;
  • Conclusion/value (why you/they need this);
  • Do not add marketing text to system trigger emails unless the trigger has a commercial goal;
  • Use automated notification phrase in all trigger emails if it's generated on users action.
  • Signature (personal letters — your own; newsletters — general (support), trigger — if no notification phrase). 

 

Grammar:

  • Install a proofing tool for all communication languages (for every person related to communication)
  • Use British English;
  • Avoid using articles 'the', 'a' (not applicable to emails and blog articles);
  • 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, ...);

  • Brackets: lithuanian („“), english (""), russian («»), dash („—“) , arrow („→“);

  • If a block contains a list of features or functionality, every bullet point must end with a semicolon („;“)

  • Always use the € symbol (150 € or 29 € / month)

  • Number and Date Formats:

    • Use periods as thousand separators: XX.XXX, XX.XXX,00

    • Currency should be written with the full currency name and a space between the number and the currency (e.g. “150 Eur”).

    • Date format: YYYY-MM-DD

 

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.

 

Links:

  • Put links on the most representatives words so the reader clearly understands what the link refers to (guidelines for links).

  • Site.pro URLs: EN without prefix; other languages with prefix; never use /en/;

  • External link always 'open in blank" to be open in new window.

 

Writing guidelines: