Writing guidelines
Practical rules for the copy that appears across Convert pages, headlines, CTAs, and microcopy.
Headlines
A headline earns the next sentence. Lead with what the reader gets, keep it short, and let a number do the convincing.
- Lead with the value, not the feature: say what the reader gains.
- Keep it under ~8 words: short enough to scan in one glance.
- One idea per headline: don't make it carry two messages.
- Sentence case, not Title Case: it reads as human, not a banner.
- Back it with a stat in the subhead: evidence over adjectives.
| Don't | Do |
|---|---|
| Revolutionary testing platform | Test ideas before you ship them |
| The best A/B tool | A/B, MVT, and server-side in one platform |
CTAs
A CTA tells the reader exactly what happens next. Be specific, stay low-pressure, and never compete with yourself.
- Be specific about what happens next: name the action, not a vague urge.
- Low pressure: invite the click, don't shove it.
- The primary CTA is "Start 15-Day Free Trial": the one action we want most.
- Secondary CTAs invite: "Talk to sales", "Read the docs".
- Never stack two primary CTAs: one clear path per view.
| Don't | Do |
|---|---|
| Buy now! | Start 15-Day Free Trial |
| Click here | See how it works |
Microcopy
The small text carries a lot of trust. Be plain, be helpful, and never blame the reader for a system problem.
- Error messages are plain and helpful: never blame the user.
- Empty states say what to do next: turn a blank screen into a first step.
- Tooltips clarify, they don't sell: explain, don't pitch.
- Numbers use M/K/%: and stay specific.
| Context | Example |
|---|---|
| Error | We couldn't save that, check your connection and try again. |
| Empty state | No experiments yet. Create your first test. |
| Loading | Crunching results… |
Mechanics
The house rules that keep copy consistent across every page.
- Sentence case for headings: not Title Case.
- Oxford comma: A/B, MVT, and server-side.
- Numerals for stats: 38%, not thirty-eight percent.
- No emojis: let the substance carry the weight.
- No exclamation marks: confidence doesn't shout.
- Spell out "experiment": not "exp".