Writing for the web
Keep it simple
Use simply structured plain language. Break it up. Short sentences and fragments are easier to scan and read.
Get to the point fast
Make choices and next steps obvious. Give people just enough information to make decisions confidently. Remove every excess word.
Talk like a person
Write in an informal, conversational voice—like you’re talking one-on-one.
Tip: Read it out loud. Does it sound like something a human would say? Ship it.
Be consistent
Stick to the copy patterns and style points outlined in this guide. Also see Editorial Guidelines
