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communicate clearly and directly;
avoid the use of internal jargon;
be friendly, conversational and human;
avoid unnecessary modifiers (ex: ‘Click the button below' click - the button below'itself is enough, or ‘Submit your response and move to the next step’ - instead simply use 'Submit’).
General guidelines
In paragraph copy write out numbers up to nine, use numeral for 10 and up. When using variable numbers in UI messaging to indicate user interaction it is best to stick with numerals to simplify translation requirements (ex: ‘4 license assignments remaining’).
Use exclamation points sparingly!
Use ‘Sentence case’ rather than 'Title Case' (there may be exceptions but this is the default).
Use the second person pronoun ‘Your’ to describe user specific tasks for generating content (ex: 'Name ‘Name your list').
Use ‘My’ to highlight content that requires benefits from a sense of ownership (ex: ‘My reportsdiscussions' or 'My profile’).
Use an active voice instead of a passive voice (Grammarly reference).
In a sentence written in the active voice, the subject of sentence performs the action. In a sentence written in the passive voice the subject receives the action.
Active: The dog bit the man.
Passive: The man was bitten by the dog.
Be mindful of cultural differences (ex: customized messaging that uses an informal first name salutation is considered rude in some countries).
Confirm that translations represent the context of the action appropriately.
Where possible for messaging and UI interactions use language that falls at or below a seventh grade reading level.
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