- Front-loading content means putting the most important information first. As people are more likely to notice content at the top of the page, you should design the hierarchy of your content so the most important information is at the very top.
- You should also front-load sentences by putting the words you think people will be looking for at the start of the sentence.
- People don’t want to read lots of content, so get the message across using as few words as possible without losing the meaning.
- Only give information when it’s needed. People are unlikely to remember information if it’s given to them at a point where they can’t do anything about it. Too much information will also overwhelm people and they’ll struggle to focus on the task at hand. So reveal new information to people in a progressive manner at the right time and in the right place.
- Use simple words. The longer or more complicated words we use, the more people will struggle to understand and skip over our words. So we need to choose short, familiar words throughout our content.
- Speak the language of your audience. Your audience is unlikely to think about things the same way we do internally, so research the terms you’re using with your audience. Your content will be easier to engage with if it uses terms your audience is already familiar with, rather than having to introduce new terms.
- Use consistent language. Inconsistency in content creates confusion. So once you choose the words you’re going to use to describe something, use those same words throughout the entirety of your content.
- Use direct language. The easiest way to be direct with people is to use the active voice, which makes your sentences shorter and easier to read. It also makes clear who did what and that builds trust with our audience.
- Human-Crafted Content Only: We believe in the power of human creativity and expertise. Therefore, we do not accept articles or content entirely generated by AI systems. Demonstrative examples of AI-generated content for educational purposes (how-to prompts) are OK. If you are caught churning out and delivering content created solely by generative AI, it could result in dismissal as a vendor, or from the Marketing team.
- Educate. Tell readers what they need to know, not just what we want to say. Give them the exact information they need, along with opportunities to learn more. Remember that you’re the expert, and readers don’t have access to everything you know.
- Guide. Think of yourself as a tour guide for our readers. Whether you’re leading them through our educational materials or a task in our app, communicate in a friendly and helpful way.
- Speak truth. Avoid dramatic storytelling and grandiose claims. Focus on our real strengths.
- Clear. Understand the topic you’re writing about. Use simple words and sentences.
- Useful. Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?
- Friendly. Write like a human. Don’t be afraid to break a few rules if it makes your writing more relatable. All of our content, from splashy homepage copy to system alerts, should be warm and human.
- Appropriate. Write in a way that suits the situation. Just like you do in face-to-face conversations, adapt your tone depending on who you’re writing to and what you’re writing about.
- Organize your page around one topic.
- Minimum article length is 1,000 words, preferably 1,500 to 2,000
