Copy Guidelines

I created this general UX style guide for ContentGoals using best practices for longform copy and UI writing. Every company has a different style, but this can come in handy as a basis to build on.

Punctuation

Ampersands

In general, don’t use ampersands (&). Spell out the word “and”. The only time to use an ampersand is if they are found in company names “Tiffany & Co.,” “AT&T”.  

Apostrophes 

Use apostrophes to represent omitted letters, numbers or verb contractions:  

• Omitted numbers (’40s) 
• Omitted letters (don’t, can’t, won’t) 
• Verb contractions (it’s, you’re, we’re) 

Use apostrophes to form possessives:  

• Singular nouns: add ’s, even if they end in s (user’s, lens’s) 
• Plural nouns that don’t end in s: add ’s (people’s, children’s) 
• Plural nouns that end in s: add an apostrophe (users’, admins’)

Colons

Use these two basic rules for using colons. Use the colon after a complete sentence to introduce a list of 3 or more items. 

1. Lists Within a Sentence  

You must have a complete sentence in front of a colon to introduce a list within a sentence.  Don’t capitalize the first word after the colon unless it’s a proper noun. 

Do not use a colon in a complete sentence after phrases like “such as,” “including,” and “for example.”

2. Bulleted Lists  

Use a colon to introduce a bulleted list. 

Semicolons

Avoid semicolons. Rarely will you ever need a semicolon for product copy. But if you absolutely have to, use these 2 rules:

1. Complicated commas

When writing sentences that contain complicated lists, including those where the list items themselves contain commas.

2. Related sentences

The sentences should be related. The sentences should be complete and able to stand on their own. Use a semicolon to replace the word “and” or “because” between the sentences.

Commas

Use the oxford comma in sentences after every list of 3 or more items (unless you’re using a bulleted or numbered list).  

Em Dashes (Sentences)

Use an em dash without a space on either side (—) to create a strong break in the structure of a sentence.  Em dashes draw attention to the information suggesting it’s important.

En Dashes (Numbers)

En dashes are shorter than em dashes. Use an en dash with no spaces (–) for a fixed range of numbers.

Hyphens

Use hyphens to:  

1. Form compound modifiers

Compound modifiers are two words describing the noun that follows. 

2. Separate vowels in prefixes and suffixes

Use hyphens only if there are two vowels beside each other. Never use hyphens in the words onboarding, offboarding, ecommerce, and email.

Exclamation Marks

Use exclamation marks rarely—only for really really exciting things.

Periods

In general, don’t use periods in interface copy unless it’s a full sentence description.  

When to use periods:   

Question Marks

Avoid question marks —using affirmative statements instead wherever you can. In cases where questions are necessary, use a question mark. Don’t use question marks if it’s the only option available or for on/off toggle options.  

Quotation Marks

Use quotation marks to define words and quote text. Place commas and periods inside quotation marks.