TL;DR

This Content Guide goes into depth on many subjects. It may be more information than you need. Here are the most important things to know.

Principles

Good content is:

• Clear
• Useful
• Friendly
• Appropriate

Voice and tone

Crunchy Data’s voice is:

• Genuine
• Planinspoken
• Accurate

Our priorities are to educate our users about our products without patronizing or confusing them, so they can get their work done and get on with their lives.

Grammar and mechanics

• Some people will read every word you write. Others will just scan. Help everyone by grouping related ideas together and using descriptive headers and subheaders.
• Focus your message, and create a hierarchy of information. Lead with the main point or the most important content.
• Use active voice and positive language.
• Use short words and sentences.
• Avoid unnecessary modifiers.
• Use specific examples.
• Avoid vague language.
• Be consistent. Adhere to the copy patterns and style points outlined in this guide.
• Feel free to use contractions.
• Use the serial comma. Otherwise, use common sense.
• Don’t use underline, and don’t use any combination of italic, bold, caps, and underline.
• When in doubt, read your writing out loud.

Web elements

• Organize your page around one topic.
• Use clear, descriptive terms that relate to the topic in titles and headings.
• Give every image descriptive alt text.
• Use title case for main navigation. Use sentence case for subnavigation.
• Use title case for headings and sentence case for subheadings.
• Organize headings and subheadings in a hierarchy, with heading first, followed by subheadings in order.
• Include the most relevant keywords in your headings and subheadings.
• Provide a link whenever you’re referring to a website, relevant content, and trusted external resources.
• Don’t say things like “Click here!” or “Click for more information” or “Read this.” Instead, link relevant keywords.
• Use lists to present steps, groups, or sets of info. Set up your list with a brief introduction. Number lists when the order of information is important.

Writing for accessibility

• Create a hierarchy, with the most important information first.
• Place similar topics in the same paragraph, and clearly separate different topics with headings.
• Use plain language. Write short sentences and familiar words.
• Links should provide information on the associated action or destination. Avoid saying “click here” or “learn more.”
• Avoid using images when descriptive text will do.
• Avoid directional instructions or language that requires the reader to see the layout or design of the page.