Publishing new content on your website should be one of your highest priorities. A word of warning: publishing content at break-neck speed can lead to a lot of content of an inconsistent quality. This can be damaging to your brand. The problem of having lots of content is especially prevalent when your content is being published by multiple authors. A style guide can make sure your writers keep their content writing consistent.
Choose Your Copywriting Style Early
There is no right or wrong way when it comes to choosing copywriting conventions. The key is just to make decisions early on, and then be consistent. Doing so will save you a big headache further down the line.
Copywriting Style Points
Below are some sample conventions we follow on CrowCreate.com.
- Use British English, not American English.
- Write from the we perspective, not the I perspective.
- Use commas in large numbers: £1,000 NOT £1000.
- Don’t hyphenate words, e.g. online NOT on-line, and website NOT web-site.
*On a side note, there is a search engine marketing benefit in not hyphenating words as most people don’t use hyphens within their search terms.
- Use words for one to ten, numerals for 11 upwards, percentages and money. With the exception that if you use numerals in a sentence, all numbers in the sentence referring to the same subject should use numerals. For example: “Two hours into the party, 10 or 12 neighbours arrived with five ice chests full of drinks.”
- Use common capitalisation rules for headings:
1. Capitalize the first and the last word.
2. Capitalize nouns, pronouns, adjectives, verbs, adverbs, and subordinate conjunctions.
3. Lowercase articles (a, an, the), coordinating conjunctions, and prepositions.
3. Lowercase the “to” in an infinitive (I want to play guitar).
- Capitalise the first letter of every word in bullet points.
- Try to keep headings to one line to avoid ‘wrapping’.
- Don’t punctuate headings with full stops. Question marks and explanations marks are ok.
- Use a full stop after each bullet point that is a sentence or completes a sentence from an earlier statement. Don’t use full stops after bullet points that are not complete sentences or completing a sentence.
Anything Else To Add?
Please feel free to give us your suggestions by leaving a comment below.
Looking For Help?
Check out our web copywriting service page.