Writing guidelines

Voice, tone, clarity, and accessibility-oriented UX writing standards.

Writing Guidelines

Clear, consistent, and user-friendly UX writing improves usability, accessibility, and user trust. These guidelines help you create purposeful content that supports users in every interaction.

1. Voice and Tone

Our voice reflects who we are: direct, empathetic, and supportive. We adapt our tone based on context and user emotion.

  • Always write with clarity, respect, and encouragement.
  • Use natural, conversational language without being overly casual.
  • Speak to users, not about them.
  • Avoid robotic or bureaucratic expressions.

Example (poor): “The user must complete the process immediately.”
Example (better): “Please finish the process to continue.”

2. Clear and User-Focused Language

Write from the user’s perspective. Think about their goals, not your system’s logic.

  • Avoid jargon, internal terms, or developer-speak.
  • Be concise—eliminate unnecessary words.
  • Use verbs and action-oriented phrases that help users understand what to do.
  • Have a colleague read the text and ask whether they understood it as intended

Example (poor): “Enter the process implementation data into the system.”
Example (better): “Add recruitment details to the system.”

3. Scannable and Structured Content

Help users scan and act with ease.

  • Use clear headings and subheadings to guide users.
  • Use lists to highlight key actions or steps.
  • Break long text into short paragraphs or bullets.

Example (poor): A dense paragraph with no emphasis.
Example (better):
Open Positions
View and manage current job openings.

4. Accessibility and Inclusivity

Make content usable for everyone.

  • Use plain language that meets accessibility guidelines.
  • Ensure sufficient color contrast and avoid using color as the only signal.
  • Avoid idioms, cultural references, or gendered phrases.
  • Use person-first language (e.g., “people with disabilities”).

Example (poor): “He should check the dashboard.”
Example (better): “They should check the dashboard.”

5. Support Decision-Making

Guide users with clear, outcome-based choices.

  • State what will happen when they take an action.
  • Avoid vague CTAs like “Click here”.
  • Align wording with user intent and task.

Example (poor): “Click here.”
Example (better): “Submit your application now.”

6. Ensure Comprehension

  • Use familiar terms users already know.
  • Provide examples or explanations for abstract terms.
  • Keep error-prone or critical flows extra clear.
  • Provide an expanded form of an abbreviation the first time that specific abbreviation is written in the text

Example (poor): “Contact the relevant person.”
Example (better): “Contact the recruitment manager.”

7. Logical Text Structure

Help users follow a logical flow.

  • Present steps in the order they happen.
  • Connect related information clearly.
  • Use numbered or bulleted lists for instructions.

Example (better):

  1. Fill out the form
  2. Attach your CV
  3. Submit your application

8. Friendly and Respectful Tone

Be encouraging—users are often under pressure or unsure.

  • Use polite and positive framing.
  • Avoid passive-aggressive or imperative phrasing.
  • Don’t blame users for mistakes.

Example (poor): “You failed to complete the form.”
Example (better): “Please complete all fields before submitting.”

Writing for Error Messages

Help users recover gracefully and confidently.

Clear and Concise

Say what happened in plain language.

  • Poor: “An error occurred.”
  • Better: “We couldn’t find the page you’re looking for.”

Avoid Codes or Technical Jargon

  • Poor: “Error 404.”
  • Better: “Page not found.”

Offer Next Steps

  • Poor: “Invalid input.”
  • Better: “Check your email address and try again.”

Use Empathy and Encouragement

  • Poor: “You entered incorrect data.”
  • Better: “Having trouble logging in? Reset your password.”

Place Messages in Context

Place the message next to the field or component that needs fixing.

Reusable Words with Context

The following words are acceptable when context is clear. Avoid using them alone in ambiguous situations.

Use modifiers like:

  • “Save application”
  • “Edit applicant details”
  • “Download report”

List of generic terms:

  • Save
  • Download
  • Open
  • Close
  • Edit
  • Copy
  • Delete
  • Add
  • Create
  • Log in
  • Log out
  • Update
  • Print
  • Settings
  • Search
  • Filter