Voice and tone
Headings and subheadings
- In general, avoid using abbreviations, especially for industry-related terms.
- Write “customer support” instead of “CS.”
- Write acromnys first, then write them parenthetically.
- NPS (Net Promoter Score) is one of the best indicators of customer satisfaction. The inventors of NPS explain…
- When using bullet-point lists:
- Use parallel construction.
- If the bullet points are full sentences, add a period after each one.
- If the bullet points are phrases, add a period to the last bullet point only.
- Use the serial (or Oxford) comma:
- I love Groove’s use of conventions, grammar, and punctuation.
En dash and em dash
- Use the en dash (–) and em dash (—) without spaces:
- We’ll be out of town Friday–Sunday.
- We’ve made a lot of changes to our website—all for the better.
Italics and bold
- Use italics to emphasize a word, phrase, or quote.
- Use bold to make something to stand out.
- In headings and subheadings, use single quotation marks instead of double quotation marks:
- Target keywords such as ‘business strategies’
- Avoid semicolons in almost all cases.
- A semicolon usually means you’ve written a lengthy, difficult-to-read sentence.
- Revise, rephrase, or cut.