Content standards

Explore our content standards to create valuable, on-brand messaging that gets users from A to B. Aligning with our voice guidelines, product copy must follow these principles:

• Keep it human
• Smart but simple
• Be original
• Help, don’t sell

Clarity is paramount. Use just a few words to say as much as possible. When users feel confident in their actions, engagement skyrockets.

• Use AM/PM and abbreviate time zones (See Date and time).
• Use ‘e.g.’ in place of ‘for example’ if space is limited.
• Contract ‘terms and conditions’ to ‘T&Cs’.
• Country names should appear in full (United Kingdom) unless used to modify a phrase (UK-based business).
• Reference abbreviations in external copy as they appear. For example, Gmail users see a ‘BCC’ field when writing an email. We would refer to this as the ‘BCC’ field, not the ‘blind carbon copy’ field.
• Avoid replacing more universal language with an abbreviation or acronym. For example, ‘RSVP’ has fewer characters but ‘reply’ and ‘respond’ are easier to understand.

Read guidelines for abbreviating date and time, measurements and currency.

Prioritize action over aftermath. Product copy should relay the user’s options and what to expect as a result. For example:

Click ‘Save’. You’ll receive a confirmation message that Reserve with Google is connected.

Sequencing events helps to ensure the user doesn’t expect a confirmation message (the aftermath) before saving (the action).

• Don’t use articles like ‘a’ and ‘the’ in button copy.

• Use bold text to highlight important details in modals, chats and other messages, especially if the user has to acknowledge a new set of circumstances.

• Bold angled brackets, screen headings and section headings when describing a forward-moving process.

• When referencing UI elements elsewhere, use single quotation marks.

• Button copy is typically a call to action (CTA). Use up to three words in sentence case.
• Copy must be plain and specific. For example, the result of Save is easier to understand than Store or Retain.
• Button copy does not require end punctuation.
• Most of our modals follow a Q&A format. The buttons answer a question posed by the heading.

• Modals feature one button (the A. option) that describes the primary action or ideal next step. There can also be one secondary option (the B. option), for example, to cancel a process or return to a previous section.
• Avoid using the same button copy (like Next or Continue) for multiple messages in one process flow. Descriptive button copy signals to the user that they’re progressing and this reduces drop-off.

Think the user needs some help? Use the B. option to provide a solution.

For example, a user may enter an incorrect password. This could be due to a typo or the user forgetting their password. In addition to directing them to try again (the A. button), the message should display an option to reset their password (the B. option).

• Sentence case is used throughout product copy.
• Ensure proper capitalization for brand terms. For example, we always capitalize ‘B’ and ‘P’ when writing ‘Booking Page’. All brand terms are listed in Terminology.
• Do not capitalize non-brand terms like ‘services’, ‘classes’ and ‘events’.

Read capitalization guidelines for date and time, measurements and currency.

• Use common contractions like ‘you’re’ and ‘won’t’ to create a conversational tone.
• Avoid using less common contractions like ‘shan’t’ (shall not) and ‘there’ll’ (there will) that would stand out unnecessarily.

Currency displays when users process payments, assign costs to services, edit their app’s payment settings and more. Depending on the clarity required, you’ll display currency in either a truncated or full format.

Truncated format

• Include the currency symbol and amount
• The placement of the symbol (before or after the amount) is region-specific
• The usage of periods or commas is region-specific

Examples: $49.95, 49,95 €

• In payment processing flows and reports, include a decimal and the number of cents whether or not the amount is more than 0.

Example: $49.00

• In general dialog and promotional messaging, do not include a decimal and number of cents unless the amount is more than 0.

Example: $49

Full format

• Include the currency symbol, amount and three-letter ISO currency code
• The placement of the symbol (before or after the amount) is region-specific
• The usage of periods or commas is region-specific
• Add a space after the amount and the currency code in capital letters

Examples: $49.95 USD, 49,95 € EUR

We include currency codes as they are international standards. There is one code per currency. Symbols can be misinterpreted as they apply to multiple currencies, e.g. ‘$’ is used in the US, Canada and Australia.

Payment processing screens

• For a payment confirmation or receipt that displays multiple amounts, use the full format for totals and subtotals
• Use the truncated format for unit or itemized amounts, e.g. listing individual costs next to services in a cart
• Use the full format when an amount is referenced in a full sentence, button copy or conversion
• Default to the full format when displaying any amounts that are not in the user’s currency

Reports and tables

• Use the full format for totals columns only
• Use the truncated format for all other amounts displayed

When displaying a negative amount, always place the minus symbol ahead of the currency symbol, amount and code. Do not add a space after the minus symbol.

Examples: -$49 USD, -49,95 € EUR

Some region-specific formatting

We go by the three-character rule for day and month, e.g. Mon, Tue, Wed, and Jan, Feb, Mar.

For time, we use the 12-hour clock.

• No leading 0 on AM or PM
• Days in 3 letters with first letter capitalized
• Month in 3 letters with first letter capitalized
• Time of day should be in AM or PM, all uppercase with no periods
• Time zone with ( ) (PST)
• Time offset in ( ) (UTC-8)

AM and PM samples

• There’s no leading 0
• AM/PM is uppercase and there are no periods
  • Correct: AM
  • Incorrect: am or a.m. or a.m.
• After the time, there is a space before AM/PM
  • Correct: 12:01 AM
  • Incorrect: 12:01AM

Hour increment only

In places where only hours would be displayed (like the side of the Setmore calendar), we use 9 AM, 10 AM, 11 AM and so on.

• Write the hour then a space and ‘AM’ or ‘PM’ in uppercase
• Applies if time is acting as a label, as it does in the calendar

If the minute is zero, keep zeros in place: Fri 15 Oct 2024· 8:00 PM - 9:00 PM.

Date examples

Fri 15 Oct 2024 · 10:00 PM (PST)

• No leading 0 on the date
• The time zone (PST) would be in brackets

Currently, email and chat copy is not localized. If promoting a webinar, for example, be sure to include a time zone with the start time. The default time zone we use is US Pacific Standard Time (PST).

Use prepositions when mentioning date and time in a full sentence.

Meryl Streep has an audition on Thu 14 Apr 2024 at 11:30 AM.

Meryl Streep has an audition on Thu 14 Apr 2024, from 11:30 AM to 12:30 PM.

Not writing in full sentences? Opt for an interpunct (or middle dot).

Example: Push notification

• When duration is less than one hour, show the minutes: 15 minutes, 30 minutes
• When duration is one hour or more, show the hour and minutes: 2 hours, 1 hour 30 minutes
• If space is limited, truncate ‘hours’ to ‘hrs’ and ‘minutes’ to ‘mins’: 1 hr, 2 hrs 45 mins
• The above formats have no leading 0 and include a space after the number.
• In rare instances, we can truncate duration even further to ‘h’ and ‘m’, e.g. 1h 30m. This format does not include a space after the number.

Relative timestamps

Be specific when referring to previous, ongoing or upcoming events.

• When an update mentions an event that took place over 6 days ago, or an event that is over 6 days away, include the full date and time.
• Real-time updates do not include seconds. For example, in Connect, we use ‘Last seen just now’ when a user has just stepped away. This changes to ‘Last seen 1 min ago’ after 1 minute.

Previous

Upcoming

Push notifications like booking reminders always include the full date and time. They also utilize brackets to help the time stand out, e.g. (in 5 mins) or (in 1 hr). Truncate ‘hours’ to ‘hrs’ and ‘minutes’ to ‘mins’.

Examples: (in 5 mins), (in 1 hr), (in 2hrs 30 mins)

AnywhereWorks products are available for desktop, tablet and mobile devices.

• Messaging needs to take device and operating system into account. For example, desktop users ‘click’ and mobile users ‘tap’.
• There are elements of copy we cannot influence, such as brand terms. On the App Store, users ‘get’ an app and on Google Play, they ‘install’ it.
• External copy should not be edited in any way. Refer to headings, labels and other elements as they appear. This accuracy makes our instructional copy more effective, enabling users to complete actions faster.

• Use sentence case for menu headings, menu instructions and menu items.
• Use full sentences for menu instructions. Do not use full sentences for menu headings or items.
• Use numbers in menu items, for example, 1 day rather than One day.

Be discerning about when to use an emoji, as our products cater to a range of industries. Tone plays a big part in when an emoji should be used. Consider the purpose of a piece of copy, and how a specific emoji may be received.

Is the user celebrating a year with Setmore? 🎉🏆

Are you following up on a late payment? Stick to the essential details.

Use objects and signals only, and remember that emojis need to work with other images and design elements.

• For marketing copy only
• One per message
• Only used when describing a positive development, like a new integration or special offer

• Use sentence case for form labels and field copy.
• Do not consolidate multiple questions to make forms shorter. The user should know exactly what information is required in each field and how to format their answer.
• Avoid requesting details that the user has already provided.
• Ensure form copy and layout is consistent when similar forms appear across the platform. For example, address input in Your brand and customer profiles.
• Feature instructions in field copy to clarify what the user needs to provide. Instructions should be a call to action in sentence case, with no period at the end:

Use visual cues to indicate the user’s progress when completing a form. This helps to keep them engaged when a form spans multiple screens. Work with designers to represent progress efficiently:

• Error messages appear in red.
• They alert the user when a response doesn't meet the form’s requirements. Identify the issue and offer the user a solution. Error messages should be easy to absorb so the user can move ahead quickly.
• Keep copy short and complete sentences with a period.
• If the user doesn’t provide a response for a mandatory field, repeat what’s required in the error message. For example, “First name required.” and “Email required.”.
• If the user doesn’t format a response correctly, be specific about what their response must or must not include. For example, “Phone number must contain only numbers.” and “Phone number must not contain [Special character].”.
• If the user provided a correctly-formatted response but they cannot continue, tell them why. For example, “Uh-oh, this email doesn’t comply with our Terms of Use.”
• Include helpful links based on their present situation. For example, “This email address is already registered. Log in or recover your password?”

Say ‘Hi’ – it’s conversational but not OTT.

Our users are based around the world and work in different time zones. Only refer to time when necessary, for example, an event start time or deadline. ‘Good morning’ only works if all recipients will receive your message in the morning.

Think about the intent of a message when deciding on a greeting. Are you promoting a new feature or discussing a technical hiccup? Greetings can set the tone for the entire message.

Good morning’ only works if all recipients will receive your message in the morning.

Think about the intent of a message when deciding on a greeting. Are you promoting a new feature or discussing a technical hiccup? Greetings can set the tone for the entire message.

For screens/pages

Use headings to create a hierarchy. Your copy establishes the sections or related elements within one screen.

• All headings should be in sentence case.
• H1 and H2 headings are mirrored in the navigation, so keep them succinct.
• Each screen should only have one H1 heading.

For modals

Summarize the purpose of your message in the heading.

• Modal headings should be in sentence case.
• Modals typically follow a Q&A format. The modal heading is a question and the button and other options are answers. Accordingly, modal headings should include a question mark.
• Headings that are not questions do not require a period at the end.
• Modals without a description: If the user does not require context or links to additional information, the heading copy should be two lines maximum.
• Modals with a description: If the user does require context, heading copy should be one line only. Use the description to provide details.

Do your heading and description say the same thing? You might not need both. If it could put your message across faster, get rid of the description in favor of a solid heading.

We’re fans of frontloading. Users follow an F-shaped pattern when reading product copy. Their attention is at its peak on the first line and diminishes as they read further. Lead with the most important information and keep messaging digestible.

In this example from Setmore’s Reminders settings, we begin with an explanatory sentence for the section and move to shorter copy for each type of reminder:

When a user needs more information than one message can provide, include relevant hyperlinks. These could be to internal or external site pages, or other areas of the app. For example, to schedule Zoom appointments using Setmore, the user needs to:

• Sign up for a Zoom account
• Assign a Zoom ID to their team profile
• Create a service and enable video for that service

The Zoom integration card cannot detail all of these steps in ‘Instructions’. Not only would this overwhelm the card template, but users may be put off integrating their accounts because of the volume of information. Instead, the card summarizes only the integration process (how to connect accounts and assign a Zoom ID) as this is relevant to all users.

Additional information is mentioned in note form and the card links to an illustrated Zoom support article.

• Link letters and numbers only, not punctuation.
• Hyperlinked copy should be highlighted in blue.
• Link up to 4 words only. The link should tell the reader where they’ll be directed without ambiguity.

Pairing images with your words can make a concept easier to follow. Suggest a show-and-tell where necessary and create the most accessible solution using branded images, icons and gifs.

Copy provides context for imagery that could be interpreted differently. Include relevant details around icons to reduce confusion.

Bulletpoints are mainly used in promotional in-app messaging. For example, if sharing a new guide, breaking down key benefits can encourage clicks.

Unless you’re providing instructions or discussing an ordered procedure, numbering isn’t necessary.

Refer to features, integrations and processes uniformly throughout product copy. For example, Setmore’s website refers to the Booking Page and SMS reminders as ‘features’. Product copy shouldn’t stray from this convention. Users get familiar with naming and this helps them to navigate the product. (Jump to Terminology).

Example: Buffer time

We use numerals to call out important totals, ranges and prices.

• If a number has four or more digits, add commas: 1,000 – not 1000 or 1k
• Clearly describe ranges rather than using symbols. For example, product copy would read ‘3 or more team members’ rather than ‘>3 team members’. This is especially important when discussing pricing. Be sure to define limits, for example, ‘$0 to $25’ as opposed to ‘$25 or lower’.

When displaying phone numbers, we utilize two formats: national and international. Phone numbers are formatted based on the user’s location.

• The international format includes a ‘+’ ahead of country codes. Follow country-specific character spacing, and usage of hyphens and other special characters. You can check national and international phone formats here: https://libphonenumber.appspot.com/
• Phone extensions cannot be added to form fields at present. If an extension is required in a message, use an ‘x’ with a space before and after: +1 000-000-0000 x 1234

For more details on storing and display formats, refer to this doc.

By default, we use the imperial system for units of measurement, as this is the US preference.

• When displaying a unit of measurement, include a space between the digit(s) and unit abbreviation.
• Do not pluralize abbreviations.

Commonly-referenced integrations

• 1-click not one-click (This format is in reference to our video integrations only)
• 2-way not two-way (This format is in reference to our calendar integrations only)

Some exceptions

Numbers should not be written in letters or truncated unless the digit equivalent is harder to read. For example, opt for ‘1 billion’ over ‘1,000,000,000’.

If a phrase is usually written using letters, e.g. ‘third-party software’ or ‘all-in-one calendar’, stick to the convention. Using numerals could draw attention to a less important part of your message.

Ending a sentence with an emoji? No need for a period at the end 👍

Tell the user what’s happening right now. When using the app, they should know what stage of a process they’re at, what their options are, and what’ll happen next.

First-person

Use “we”, “us”, “our” and “ourselves” when speaking as Setmore or another AnywhereWorks brand, and when referring to:

• Collective ownership
• Our support team
• Our terms and policies
• Our programs, e.g. affiliates and referrals
• Our successes, e.g. badge and award wins

Second-person

Every user contributes to the development of AnywhereWorks products. Their app is an extension of their business and our copy reinforces that sense of ownership.

Use “you”, “your”, “yours” and “yourself” when referring to:

• The user
• The user’s team
• The product, e.g. “your app integrates with Mailchimp”
• The user’s account or plan (“Our plans” is only used when discussing a selection)
• The user’s bills and transactions
• The end-customer on the user’s Booking Page

Third-person

Use third-person when referring to:

• Setmore or another AnywhereWorks brand
• Another member of the user’s team (We refer to them by first name, “they” or their role in the account, e.g. “the account admin”)

Sentence case is used throughout product copy. Whether preparing a modal heading or menu label, capitalize the first letter of the string and the first letter of any proper nouns and brand terms.

This casing not only enables our team to maintain consistency – decreasing the need to ask “Hey, does this letter need to be capitalized?” – it’s also the preferred international standard, which has risen in popularity over the last decade.

We use sentence case because it’s conversational, clear and easy to read. Copy appears in the same way a human would write a message, and capitalization can bring attention to the most important elements.

Read more about sentence casing in product copy and why we opted to use it here.

• Snackbar copy is written in sentence case.
• The tense varies depending on whether an action has started or ended, e.g. “QR code downloading” (present) and “Appointment rescheduled” (past). Ensure your copy relays what action has just started or completed.
• These messages disappear automatically within seconds. Do not include extraneous details or conversational elements that distract from the essential confirmation.
• Keep copy to one line so it’s readable at a glance.
• Do not include ‘successful’ or ‘failed’ in snackbar copy as the check and cross icons indicate results.
• Only end copy with a period if writing a full sentence.
• To enable users to reverse an action, your copy can include hyperlinked text such as Undo. Hyperlinks should only appear at the end of copy.

Only use ampersands in navigation (or section) headings when space is limited.

Angled brackets are used when describing a forward-moving process.

“Open your web app and head to Settings > Booking Page > Booking policies.”

• Direct users to multiple pages and/or sections only.
• Do not include button copy.
• Include a space before and after an angled bracket and display brackets and headings in bold.
• Do not use ‘<’ when describing how to deactivate a feature or undo an action.
• To ensure instructions are not overly condensed, include three headings maximum in one string.

This format is used to provide concise instructions when space is limited, e.g. in an integration card. Be sure to link users to further details (see hyperlinks) when needed.

‘24/7’ is one of AnywhereWorks’ favorite phrases. Use a forward slash rather than an asterisk or dash.

Use single quotes when referring to:

• A UI element

Click the ‘Connect’ button on the right-hand side of this window.

An ‘Activated’ label will now display next to 'I would like to showcase my services on Facebook'.

• A custom service, class, event or category name

Use double quotes for direct quotes only. If a quote runs longer than the UI can accommodate, truncate copy with ellipses.

User names and brand terms do not require quotation marks.

Jump to Interpuncts

Use the percent symbol (%) in all types of messaging. Place the symbol after the number and do not include a space in between. (Jump to Currency)

Toggles (or switches) indicate active features. Use sentence case for headings and labels.

Strikethrough text is only used in emails when referring to outdated information. For example, if an appointment is rescheduled, the provider and guest email confirmations will display the previous booking time and the new booking time. The previous booking time will be struck through.

Read our brand voice guidelines

We write in US English but AnywhereWorks’ messaging reaches users across the globe. All product copy is also translated into multiple languages. Plain and easily understandable copy benefits both our user base and our translation efforts. Learn more in our brand voice guidelines.

• Avoid using regional terms and references unless they’re deemed mainstream (Ask your team for feedback).
• Is it ZIP Code, Zip code, zip code, postcode or postal code? Primarily, we go with ‘zip code’ as it’s the US preference.

Users must specify a business location in the ‘Your brand’ app settings. When they select a country, the form fields update to a location-specific format. Regardless of location, form copy is always written in US English.

• Marketing communications are always written in US English, regardless of where the sender is based.
• If drafting a marketing email or chat message for users based in a particular region, you can personalize address-specific references. For example, opt for ‘county’ rather than ‘state’ when writing for a UK-based audience.

Find ‘go-to’ and ‘no-go’ words in our brand voice guidelines.