House rules

Developers, Designers, Product Managers, Marketing folks and UX-ers you've got this! Use these tools to write creatively, effectively and brilliantly.

Date, Time & Numbers

Speak to ALL

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.

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

check_circle_roundPhone number not available
check_circle_round Patient not found
cancel_roundNo phone number is available for selected state.
cancel_roundWe could not find any profile that matches your patient.


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.

check_circle_roundAmerican sayings:
"It's not rocket science." "Under the weather." "Break a leg." "Period."


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

check_circle_roundSpecific language
check_circle_round Definite language
check_circle_round Consistent language
cancel_roundGeneral language
cancel_roundVague language
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Stay with YOU

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.

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Get more ACTIVE

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

check_circle_roundYou are reading this web page.
check_circle_roundJane wrote the email.
cancel_roundThe web page is being read by you.
cancel_roundThe email was written by Jane.

Cut the CRAP

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.

check_circle_roundBig picture
cancel_roundHe is a man who
cancel_roundThis is the big picture.
cancel_roundThe most advanced


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

check_circle_roundThey, them, their, unknown


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

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check_circle_roundEffectively engage and communicate with your patients.