Text Principles and Structure

Understand first:

  1. The Segment and target the narrowest segment for the message as possible.

  2. The Goal: what the purpose of the message is, how the user will pay more.


All text should be:

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


Body Text:

Additional information/features — in bullet points, steps how to do — in number list, additional steps in number list — in bullet points;

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";

  • Emails:
    • Subject hot, max 6-10 words;
    • Greetings (formal/informal);
    • Introduction (what it is);
    • Conclusion/profit (why you need this);
    • Signature (private — personal letters; general (support) — newsletters).
  • Tasks, FAQ's, Borcov.group:
    • Headline: describes a problem or asks a "How to" question;
    • 1 sentence = 1 step: Do > This > Where;
    • Never use 'right-click', 'double-click' (Tablets don't have this option);

    • Avoid using articles 'the', 'a';
    • SP: For FAQ to be added B2B/B2C;
    • SP: Use element names: "top toolbar", in the top toolbar "widget", in the widget "block"; "right toolbar", in the right toolbar use only the tab name (for example: in right toolbar select the "Facebook comment");

    • Give example if possible.

  • SP/B1 Websites:
    • Always translated to LT, EN, RU.
    • SP: use existing variables, create new only if no other option.
  • Articles: 
    • Length is not so important;

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

  • "SP/B1 Updates" Teams chats: 
    • English only;
    • If possible, provide URL to check update;
    • If adding screenshot — show where/what exactly was added/changed/removed with arrows/rectangles;
    • Mention @TeamMember who requested update.


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 FAQ text and pictures;
    • 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 (B1);

    • Use accurate keywords.


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



  • Every person related to communication should install a proofing tool for all communication languages;
  • British English;
  • In title case, 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;
  • Never capitalised: article (a, an, the), prepositions (at, in, on, to, ..), conjunctions (and, yet, or, ...).



  • 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.



Writing rules: