Point of view

How we refer to ourselves

As much as possible, we try to frame our copy as a two-way conversation between ourselves and our users. We most frequently refer to ourselves in the first-person plural (we, our, us) and avoid referring to ourselves in the third person (Firefox), unless we are talking about what the product does or offers. However, this is not a hard-and-fast rule. Use your judgment to write well.

Product Example

It’s more natural to lead with, “Say hello to a new Firefox. “Say hello to a new us” sounds awkward and a bit egotistical.

Product Example

In this example, we use “Pin Firefox to your taskbar” on the first reference in the headline to make the action clear, and “pin us to your taskbar” to use a more conversational tone on the second reference in body copy.

Product Example

It’s not necessary to insert ourselves into every message. We don’t need to constantly remind people they are using Firefox. In some everyday tasks, we remove the point of view entirely to keep things concise.