Writer guidelines

Most Siteimprovers will write some type of external facing content during their time here. We have diverse styles and backgrounds, which is one of Siteimprove’s greatest assets. But we want to make sure the writing we produce has the distinct Siteimprove feel to it. To accomplish that, we have writing guidelines that help each of us channel the Siteimprove voice, so our customers and readers feel they have a cohesive experience across all their Siteimprove touchpoints.

Click on each tab to learn more.

Siteimprove writing checklist

Use this checklist to channel the Siteimprove voice, so our customers and readers feel they have a cohesive experience across all their Siteimprove touchpoints. Have you checked for clarity?

Clarity is priority number one. Cut jokes or confusing examples if they don’t make your meaning clear. Have someone else read over your writing. Have you cut all unnecessary words? Don’t use two words when one will do. Is your writing easy to scan? Include subheadings, lists, bullet points, and short paragraphs. Get to the point quickly, then stop. Is your writing accessible? Include alt text for images, descriptive link text, proper formatting tags (h1, h2, etc.). Do you use active voice? Remember: I am walking my dog, instead of My dog is being walking by me. Is your grammar as it should be? Only capitalize the first word in headings and subheadings, use the Oxford comma, and never double space after periods. Do you write like you speak? Read your writing aloud. Does it sound natural? Use contractions, avoid jargon, and be yourself. Have you used American English? Set your spellcheck to US English, but don’t use colloquialisms or country-specific examples (no sports analogies, please!). Is your writing insightful? Cite all your sources, be original in your thinking, give readers enough information to make confident decisions. Are you empowering your reader? Focus on what your audience wants to achieve, not what you want to tell them. Prioritize important information.