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Content Guide

A guide on how to write clear, consistent, and
accessible content at Skylight.

TL;DR

The Skylight Content Guide goes into depth on many subjects. It may be more information than you need. Here are the most important things to know.

Principles

Good content is:

  • Clear
  • Useful
  • Friendly
  • Appropriate

Voice and tone

Skylight’s voice is:

  • Expressive
  • Smart
  • Lighthearted
  • Embracing
  • Worldly

While our voice is constant, our tone should change depending on the emotional state of the person we’re addressing. In general, we take a conversational tone with our writing: everyday talk that’s easy to understand and feels approachable.

Writing inclusively

We write with a person-first perspective. Being aware of the impact of your language will help make Skylight a better place to work and a better steward of our values in the world.

  • Don’t reference age or disability unless it’s relevant to what you’re writing.
  • Avoid gendered language and use the singular “they.”
  • When writing about a person, use their preferred pronouns; if you don’t know those, just use their name.

Related resource: The Conscious Style Guide.

Style elements

  • Some people will read every word you write. Others will just scan. Help everyone by grouping related ideas together and using descriptive headers and subheaders.
  • Focus your message, and create a hierarchy of information. Lead with the main point or the most important content.
  • Use active voice and positive language.
  • Use short words and sentences.
  • Avoid unnecessary modifiers.
  • Use specific examples.
  • Avoid vague language.
  • Be consistent. Adhere to the copy patterns and style points outlined in this guide.
  • Feel free to use contractions.
  • Use the serial comma. Otherwise, use common sense.
  • Don’t use underline, and don’t use any combination of italic, bold, caps, and underline.
  • When in doubt, read your writing out loud.

Web elements

  • Organize your page around one topic.
  • Use clear, descriptive terms that relate to the topic in titles and headings.
  • Give every image descriptive alt text.
  • Buttons should always contain actions. The language should be clear and concise. Use sentence case.
  • Use sentence case for checkboxes and radio buttons.
  • Use sentence case for drop-down menu names and menu items.
  • Use sentence case for form titles and form fields. Only request information that we need and intend to use. Don’t ask for irrelevant personal information, like gender.
  • Use sentence case for main navigation and subnavigation.
  • Use sentence case for headings and subheadings.
  • Organize headings and subheadings in a hierarchy, with heading first, followed by subheadings in order.
  • Include the most relevant keywords in your headings and subheadings.
  • Provide a link whenever you’re referring to a website, relevant content, and trusted external resources.
  • Don’t say things like “Click here!” or “Click for more information” or “Read this.” Instead, link relevant keywords.
  • Use lists to present steps, groups, or sets of info. Set up your list with a brief introduction. Number lists when the order of information is important.

Writing for accessibility

  • Create a hierarchy, with the most important information first.
  • Place similar topics in the same paragraph, and clearly separate different topics with headings.
  • Use plain language. Write short sentences and familiar words.
  • Links should provide information on the associated action or destination. Avoid saying “click here” or “learn more.”
  • Avoid using images when descriptive text will do.
  • Avoid directional instructions or language that requires the reader to see the layout or design of the page.
  • Label inputs on forms with clear names and use appropriate tags. Think carefully about what fields are necessary, and especially which ones you mark as required.

Writing for translation

  • Use active voice.
  • Avoid double negatives.
  • Use contractions with caution.
  • Avoid using synonyms for the same word in a single piece of writing.
  • Write briefly, but don’t sacrifice clarity for brevity. You may need to repeat or add words to make the meaning of your sentences clear to a translator.
  • Avoid slang, idioms, and cliches.
  • Avoid unnecessary abbreviations.

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