Make sure global content designers and language managers know how to translate the spirit of your copy for their audience. Show it to someone-a writer or customer-who knows nothing about what you’re working on. What you wrote will probably make sense to your team. Run it by a content designer, especially one who’s not on your team Skip anything that you wouldn’t use every day outside work. Our priority is to make people feel comfortable and confident. (Not Go to the Customers tab to add a new customer.) 10. For instance: To add a new customer, go to the Customers tab. Show customers why they should care before you tell them what to do. Lead with the benefits (why), not the solutions (how) Make it obvious what you want them to do and organize the information accordingly. So make sure customers can grasp the essence of a screen at a glance. You’re not crafting an essay, and people won’t read screens like they read paragraphs. Remember that people will quickly scan copy and not read it in order
Use title case for proper nouns and official things like Internal Revenue Service, Board of Equalization, and so on. Stick with sentence case pretty much everywhere. Just so we’re clear: Sentence case uses caps like this.
It might not be clear, and it can cause problems for localization. In English, use the standard contractions you use when you talk to people every day ( I’m, you’re, it’s). Just write like you’re talking to the person sitting next to you. In most cases, compound sentences with formal diction-like the one you’re reading right now-are acceptable for journalistic prose but not for product interfaces, and after reading this one, we suspect you agree. Follow conversational norms over grammar rules Make sure your copy makes sense wherever a customer sees it. Try to avoid device-specific words like touch, tap, click, and so on. If you start with the native app, check our guidelines on writing for small screens. If you write long copy, check to see how it looks on a mobile screen. Content almost always demands more effort from customers than visual elements. Sometimes removing stuff or adding or revising interactions or visual design works better. Make sure content is the best solution to the customer problemĬopy won’t ever make up for poor experience design. Some of these names (QuickBooks, TurboTax, and ProConnect) appear in lowercase only in the logos. The Intuit family of products includes Mint, ProConnect, QuickBooks, TurboTax, Credit Karma, and Mailchimp. These essentials will help you nail the fundamentals of the Intuit voice. Keep these rules in mind to help you write content that works for Intuit and our customers. Writing for search engines keyboard_arrow_down.Content strategy 101 keyboard_arrow_down.Technical documentation keyboard_arrow_down.How we talk to the experts keyboard_arrow_down.Conversation design keyboard_arrow_down.Writing about the interface keyboard_arrow_down.
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