Writing for apps

By following these guidelines, you can create content that is clear, concise, and helpful to app users. 

Content design for apps includes: 

• sign up and account creation forms  
• onboarding emails and texts 
• call-to-action button content 
• help text 
• error pages and error messages 
• menu labels and navigation 
• terms and conditions 
• accessibility statements, cookies pages, privacy policies and terms of use 
• notifications 
• all the microcopy. 

Microcopy 

Button text is generally a verb-noun combination in sentence case. For example:  

• Set your password
• Send invite
• Request new password 
• Send me my username
• Upload new image
• Add a new checklist task
• Add appointment
• Delete appointment
• Save changes
• Add a child
• View message
• Resend invite
• Write new message
• Message [name]
• Suggest new checklist task.  

Exceptions are where the action is simple. For example:

• OK
• Save
• Yes
• Cancel
• Send.  

For example: 

• You’ll get an email or text with instructions to create a new password.
• Are you sure you want to delete [username]? 

Humour 

Due to the nature of the app, we did not use humour in the Connect app micro-content.  

Here are some good tips if the subject matter allows more humour: 

Mailchimp’s style guide says “if you’re unsure [about using humor], keep a straight face”. 

Capitalisation  

Use sentence case for all headings, subheadings, buttons, field names and names of things. In other words, caps for the first word in a sentence or things, and for all proper nouns. 

For example:

• My stuff
• How I’ll get there
• Terms of use
• Privacy policy
• Accessibility statement 
• Add appointment with [name]
• Are you sure you want to delete [username]?
• Edit user
• Create a new password 
• Choose your password
• All recordings
• Book your Paris trip 

Dates and times 

• Friday 8 July 2022, 2pm
• if short of space use Fri 8 Jul 2022, 2pm
• 9am
• 12:30pm
• 9am to 10:30am.

Contractions  

Use contractions, but not negative contractions.

For example:  

• Use: How I’ll get there, 
• Not: How I will get there  

• Use: Do not share your login or password
• Not: Don’t share your login or password  

Spelling  

See our Other content style tips for preferred words and spellings. 

Punctuation  

Longer sentences end with a full stop.

For example: You’ll get an email or text with instructions to create a new password.  

Do not overuse exclamation marks. An excessive amount of exclamation points can be desensitising. 

Accessibility statements, cookies and privacy policies 

Accessibility statements, cookies and privacy policies are mandatory in apps. 

You could also have an about page and terms of use.

Be clear and concise 

Use simple language and avoid complex words. 

Avoid technical jargon unless you're sure your users understand what you mean. 

Get straight to the point and provide the necessary information without overwhelming the user with unnecessary details. 

Write in an active voice as it's more engaging and helps the user to understand what actions they need to take. Avoid using passive voice as it can lead to confusion. 

For example: 

• Add a link to something that represents your identity. 
• For example, your likes and dislikes, how you’re feeling, who or what’s important to you. 

Be consistent 

Ensure consistency in tone, style, and language throughout the app.

This creates a seamless user experience and helps the user to feel more familiar with the app. 

For example: ‘Message a child’ and ‘Add a child’

Create your own ‘preferred word list’ for the app. 

Your stuff or my stuff 

If there is user-generated content in the app consider whether it’s ‘your stuff’ or ‘my stuff’ or ‘the stuff’. 

For example, we use ‘My stuff’ and ‘[Name]’s stuff’ in the Connect app as it feels like the user can customise it and control it. It’s like an extension of the user. This is because the app emphasises personalisation and ownership of the journey and new identity. 

Read more about ‘my’ and ‘your’ in interfaces. 

Be user-led and usable 

Test your product idea, content and design at all stages. 

Find out your users’ needs and pain points so you know what to create. 

Test your product idea with users. 

Test your content and design with real users on the platform that they’ll use it on to ensure that it is clear, easy to understand, and meets their needs. 

You should test at all stages: wireframes, designs, prototypes and the final product.