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Sentence Structure: Write directly, using plain language and full sentences. Every sentence should make sense if it were the only one on the page. Write about the subject, not about the structure of the article.
| Don't | Do |
|---|---|
| Reach for both chairs and you hit neither. | There are three reasons to care. |
| Three reasons to care: | There are three reasons to care. |
Active Voice: Sentences should be constructed in the active voice to create a sense of immediacy and clarity.
Inclusive Language: Writing should be mindful of inclusivity and accessibility for a diverse audience.
Short Paragraphs: Most paragraphs should be 3–5 sentences.
Sentence Length: Sentence length should be varied to balance ease of readability and natural flow.
Punctuation: Varied punctuation is welcome, as long as it suits the sentence best.
Numbers: Numbers should be written in text for one to nine, and as numerals for 11 and above.
Spelling: Use American English (e.g., color, not colour).
Clear Headlines and Subheadings: Each article begins with a compelling headline, followed by descriptive subheadings that guide the reader through the content.
Section Openers: Section openers should stand on their own. Don't start a section with a word that points back to the one before it ("that," "this," "these," "all of it"). Open with a full thought that a reader would understand if they landed on the section cold.
| Don’t | Do |
|---|---|
| None of that takes weeks. | A first draft doesn’t need to take weeks to write. |
CTA and Promotional Sections: Promotional sections should stay crisp. Get to the offer fast and cut the setup. Two short paragraphs is usually the ceiling.
Bullet Points and Numbered Lists: Key information is often presented in lists for easy scanning.
Use of Bold and Italic: Important points are emphasized using bold (phrases) or italic text (1–2 words) to draw attention.
Visual Aids: Images, charts, and screenshots are incorporated to illustrate concepts and provide visual interest.
Emojis: should be avoided in headlines and subheadings and used sparingly in content.