Not everyone is going to read everything. People skim through content and if it doesn’t interest them, they leave. So, write for all types of readers and keep everyone hooked.

Don’t get lost in your thoughts, remove the fluff and focus on what you want to say to your users.

Driven by our customer base we need to stick to American English and make sure our products, user interface, website and product documentation are uniform everywhere. American English prefers to go with simpler sentence structure. For example: Brits go on holidays, while Americans go on vacation.

Going basic doesn’t mean you start sounding bland and dull. You can of course add a little wink to your content.

Get more personal with your words. People love being spoken or written to. The word ‘you’ is both the subject and the object form. A single word like ‘you’ can refer to one or more than one person.

Users struggle with passive voice. It sounds very verbose, ambiguous and odd. They understand you better, when you use the active form.

You don’t need what you don’t need. No unnecessary words. No unnecessary sentences. Not that you make all the sentences short, avoid the detailing and treatment it needs. Write, to make every word tell.

Sound genderless and address your users’ in the right way. Use ‘they’, ‘them’, ‘their’ if the user’s gender is unknown.

While writing always stick to being positive because nobody likes to hear negative things.