✔️ Write the way people talk.
No technical jargon or browser-speak. Just plain language that’s easy to understand, even if you’re not tech-savvy.
✔️ Focus on the value.
Lead with what people care about and how it helps them. Outcomes over explanations and details.
✔️Every word has a purpose.*
Aggressively trim extra words, but not at the expense of meaning.
✔️ Inclusive and on brand.
Check bias, invite feedback, and use respectful, relevant language. Apply the brand thoughtfully, and work with localization to make it land globally.
✔️ Consistent, yet flexible.
Use familiar terms to reduce confusion. Break consistency when clarity demands it.
✔️ Scannable.
Use bold text, headings, short sections, and lists to make content easy to prioritize and scan.
✔️ Informed by research, guided by expertise.
Use existing research and test when needed. Make recommendations based on judgment.
*“Poetry is the best source of deliberate intentional language that has nothing to do with your actual work. Reading it will descale your mind, like vinegar in a coffee maker.” — Erika Hall, Conversational Design