Copywriting
Covers: headings, taglines, subtitles, descriptions, labels, list items, button text, other UI copy.
- Headings: periods or none, but stay consistent within a page.
- Use proper ending punctuation on full sentences and paragraphs.
- Use a period on standalone descriptive text: taglines, subtitles, tier descriptions like "For professionals and growing teams.", single-line descriptions like "For organizations that need more power and control."
- Omit periods only on list items (e.g. feature bullets in pricing cards).
- Never use emojis anywhere: headings, descriptions, buttons, labels, or any text.
UI microcopy
- Name actions verb + noun ("Delete member", "Deploy project"), never bare "Confirm", "OK", or a lone verb.
- Write errors as what happened + what to do next: "Build failed. Bundle exceeds 50 MB. Reduce it or raise the limit."
- Toasts name the specific thing changed, no trailing period, never say "successfully": "Project deleted", not "Successfully deleted the project."
- Empty states point to the first action: "No deployments yet. Push to your Git repository to create one."
- In-progress states use the present participle plus a real ellipsis character: "Deploying…", "Saving…", never three periods.
- Sentence case everywhere: labels, buttons, titles, tabs, body, helper text, and toasts. Final wording belongs to
ghostwriter.