Writing for the Web

Voice and Tone

• Keep it simple
  We prefer a short sentence over a long, stuffy one. Same with words.
• Front-load the meaning
  Begin paragraphs with the most important thing. For example, rather than email someone a long story that ends with a request, start with the request — “Do you have 30 minutes to help?” — and work back.
• Write like you talk
  If you wouldn’t say it in casual conversation to a friend, find simpler wording.
• Avoid adverbs
  These are words that modify other words, like “very,” “super,” “basically,” etc. There’s probably a stronger word, such as "sprint" instead of "run quickly." Some adverbs tend towards exaggeration or bias which we want to avoid.
• Leave room for doubt
  We like to say “often” or “sometimes” because absolutes like “always” or “never” are rarely true.
• Eliminate jargon
  Avoid using industry-specific words that others won’t easily understand.
• Reframe negative statements to be positive
  For example, turn “no shipping fee” into “free shipping.” It’s shorter, more accurate, and friendlier.
• When in doubt, delete “that”
  “That” tends to get overused. If you can delete it and a sentence reads the same, please do.
• Double-check all pronouns
  If it’s not clear what your “it” or “that” is referring to, bring the noun up again.
• Check adjectives
  Are they all necessary? Would a more specific noun choice be better? Is it a big house or a mansion? A brimmed hat or a fedora?