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Content standards

Capitalization

ActiveCampaign uses both title case and sentence case for capitalization.

Title case capitalizes the first letter of each word except articles (a, an, the), conjunctions (and, but, for), and prepositions (at, by, from, etc.).

Sentence case only capitalizes the first word in a string of text.

✅ DO

  • Capitalize ActiveCampaign proper nouns or product feature names

  • Use styling to put emphasis on important text, like applying semi-bold styling

🚫 DON’T

  • Don’t capitalize when referring to an object, rather than a proper noun or area of the platform.

  • Don’t capitalize an entire word, even for emphasis. It can be distracting and difficult to read.

Title case

Use title case in titles within the product. This includes page titles, section titles, and modal titles. This does not apply to brand materials or the website. Title case should also be used in table column headers.

Sentence case

Sentence case should be used for calls to action, as well as placeholder text.

Styling

Bold, italics, and underline

✅ DO

  • Add semi-bold styling to a word or short phrase for emphasis

  • Use underline in links on hover

🚫 DON’T

  • Don’t use italics in the platform for emphasis on a word or phrase

  • Don’t use underline for emphasis on a word or phrase

Numbers

All numbers should be spelled out if they are beginning a sentence. Numbers 1-10 should always be spelled out regardless of where they are in a sentence. Any other number should be in the numeral format.

Numbers over three digits should always have a comma.

Never use “st,” “nd,” and “rd” with a number as they do not translate (as ing 1st, 2nd, and 3rd). Spell them out as first, second, and third.

Ampersands

Ampersands (&) should not be used as the symbol does not translate. Most other languages use one or two letters for “and,” so a symbol is not necessary. Always use and regardless of context.

Contractions

Avoid using contractions. Although they are great for writing in an informal voice, they do not always translate well.

Placeholder text

✅ DO

  • Use “Select” as the default placeholder text in a dropdown menu

  • Use a period only if the placeholder text is a paragraph

🚫 DON’T

  • Don’t use ellipses in placeholder text. Placeholder text should not have any punctuation at the end.

  • Don’t use a period in most placeholder text

E.g., ex, and i.e.

While abbreviations should be limited in use for translatability, “e.g.” is acceptable.

Never use “ex” in place of “e.g.” when trying to shorten “for example” or as an abbreviation for “expression.”

Id est (i.e.) means “in other words.” Do not use “i.e.” when trying to say “for example.” Use “e.g.” in this case.

Punctuation

Commas

Use the oxford comma for clarity when listing items.

  • I am a list of email addresses, phone numbers, and accounts.

Dashes and hyphens

Use a hyphen - to link words into a single phrase. Use an en dash – to indicate a range of numbers, dates, or pages.

Ellipses…

Ellipses should be used for communicating something that is currently happening, or to indicate that a long string of text is cut off. They should not be used within search boxes or placeholder text.

Periods and exclamation marks

✅ DO

  • Use a period at the end of any sentence

  • Add the period inside of quotation marks or parentheses when at the end of a sentence

🚫 DON’T

  • Don’t add a period to placeholder text or in buttons

  • Don’t use exclamation marks in the platform

Quotation marks

Double quotes are the standard. Single quotes should only be used for a quote within a quote.

  • When referring to a CTA button, use double quotes and capitalize to match the CTA

Word usage

Login - noun

  • Use your login and password to access your account

Log in - verb

  • Use as a call to action or when a word other than “to” follows
  • Log in here.

Log into - verb

  • Use in a sentence when “to” follows “in.” Always use “into.”
  • Log into the account.

OK vs. okay

  • Only use “OK” in a call to action such as a button. Capitalize both letters. Use “okay” in sentences.

Zip/Postal code

  • Always be as clear as possible. Don’t shorten to ZIP or Zip code.
  • Zip/Postal Code

CC - past tense

  • Use CC'ed, rather than CC'd

Plugin

  • Plugin should be considered one word. There is no need to hyphenate.

Setup - noun or adjective

  • The setup is easy.
  • The setup screen will guide you through getting started.

Set up

  • To set up your account, fill out this form.
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