Copy Rules
Use this reference when writing or rewriting page copy.
Voice
Plain, direct, technical, and specific. Lead with the product claim, then support it with a concrete artifact, number, workflow, or constraint.
Prefer
- "Branch production data without copying terabytes."
- "Deploy a read replica in 38 seconds."
- "Trace every API call from token to invoice."
- "Move from cron scripts to typed workflows."
- "Postgres backups with point-in-time recovery."
- "Usage limits enforced before the request runs."
Avoid
- "Seamless"
- "Revolutionary"
- "Next-gen"
- "Beautiful"
- "Unlock your potential"
- "Scale without limits"
- "All-in-one platform"
- "Supercharge your workflow"
- "Built for modern teams"
Replacement Pattern
Instead of:
Unlock seamless observability for modern teams.Write:
Trace API latency, queue depth, and deploy events in one operational timeline.Instead of:
Scale your database without limits.Write:
Add read capacity without changing application code.Section Copy
- Hero: product category + technical claim.
- Feature section: one concrete workflow per block.
- Pricing: limits, usage model, and operational difference.
- Docs: show the command/API before the explanation.
- Dashboard: labels should be nouns and verbs users recognize from the product.