Purpose
Set a clear, repeatable standard for interface language that builds trust and speeds decisions. These guidelines replace vague, overly polite copy with factual, outcome‑oriented language.
Scope
Applies to all in‑product text: labels, buttons, messages, empty states, error and waiting states, forms, settings, and destructive actions. Covers web and mobile. Marketing site copy is out of scope unless it appears inside the product shell.
⸻
Guiding Principles
1. Clarity over friendliness – Kindness is welcome; vagueness is not.
2. Facts first – State what happened or will happen, then add context.
3. Name the object – Use precise nouns (workspace, invoice, report), not this/it.
4. One action, one escape – Present a primary next step and a safe cancel/close.
5. Truthful time and risk – No optimistic time claims or euphemisms for destructive actions.
6. Consistency – Use the same terms for the same things everywhere.
⸻
Language Standards
Tone
Neutral‑confident by default. Warm for success/guidance. Firm for money, permissions, security, outages, and deletion.
Voice
• Active voice, present tense.
• Second person sparingly (you/your) when it reduces ambiguity.
• Sentence length target ≤ 14 words.
Format
• Dates: 12 June 2025.
• Times: 24‑hour clock (e.g., 09:00–18:00).
• Numerals: use digits for 2+; words for one where natural.
• Use sentence case for UI text unless a component demands otherwise.
Banned / Discouraged Hedges
might, maybe, looks like, a bit, usually, just, probably, hopefully, just a sec, almost there, feel free, something’s not quite right.
Preferred Constructions
• We couldn’t save… (what failed)
• Still processing (10–20s). You can… (truthful wait)
• Delete workspace now? This removes… (explicit risk)
• Connect data → See your cost breakdown (outcome‑first CTA)
⸻
Pattern Library
Error
Rule: Say what failed; why (if known); what to do next.
Template:
. . or .
Example: Export failed. The file is too large. Try a smaller range or email support.
Destructive Action
Rule: Name the action, consequence, and undo policy. Provide clear primary and cancel.
Template:
now? . . |
Example: Delete workspace now? This removes all members. You can restore within 7 days. Delete | Cancel.
Waiting State
Rule: State status, truthful timeframe, and what the user can do.
Template:
in progress (). .
Example: Preparing your report (10–20s). You can close this tab; we’ll notify you.
Empty State
Rule: Explain purpose, why it matters, one next action.
Template:
. . .
Example: Cohorts compare behaviour over time to find growth drivers. Create your first cohort.
CTA (Buttons & Links)
Rule: Express outcomes, not tasks. Avoid cheerleading.
Formula: Do X → Get Y.
Examples: Connect Stripe → See MRR · Generate report → View results.
⸻
Anti‑Patterns (do not ship)
• Hedged errors: “Oops! Something might’ve gone wrong.”
Use: We couldn’t save your changes. Try again or reload.
• Time lies: “Just a sec…” shown for > 5s.
Use: Training model (3–5 min). We’ll email you when it’s ready.
• Motivational CTAs: “Let’s go!” for destructive actions.
Use: Delete account.
• Vague warnings: “You’ll lose some data.”
Use: Cancelling now removes access to historical reports.
• Unnamed objects: “Click here to continue when you’re ready.”
Use: Continue – your settings save on the next step.
⸻
Naming & Navigation
• Each top‑level nav item must be explainable in ≤ 2 sentences.
• Prefer user language over internal terminology.
• Align in‑product section names with the website’s value proposition where appropriate.
⸻
Review & Governance
Tone Guardrail (one‑pager)
• List banned hedges and danger words.
• Time claims policy (ranges, thresholds for spinners vs. progress bars).
• Destructive actions wording standards (risk + undo window).
Copy PR
Every UI change with text includes:
• Before and After copy.
• Rationale linked to these guidelines.
• Owner sign‑off (Product) and, where needed, Legal/Compliance.
Ownership Table
Screen/component → Job‑to‑be‑done → Copy owner → Last updated.
⸻
Accessibility & Inclusion
• Avoid idioms and cultural references.
• Write for screen readers: meaningful labels, announce state changes.
• Keep reading level clear; prefer common words over jargon.
• Ensure error messages can be perceived and recovered from without colour alone.
⸻
Measurement
Track for two weeks after notable copy changes:
• Task success: completion rate/time on top flows.
• Error recovery: % of users who retry and succeed.
• Support load: tickets per 1,000 users on affected surfaces.
• Conversion: CTA CTR; paywall completion.
• Activation: % reaching first value within 24 hours.
Success criteria: directional improvement on ≥ 3 metrics, or a strong lift on one priority metric.
⸻
Change Control & Versioning
• Version these guidelines quarterly or when product scope shifts.
• Archive deprecated patterns; replace examples across the design system.
⸻
Quick Checklist (pin this in Figma)
• Facts before feelings
• Named objects, not this/it
• One action, one escape
• True time, true risk
• Decision‑adjacent proof when confidence matters
• Firm tone for money/permissions/deletion/outages
• Copy PR attached and owner signed off
Top comments (0)