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Copywriting guidelines

Before crafting external material, we encourage you to read our copywriting guidelines, including do's and don'ts.

Written text

Language use

  • Use British English, not American.
    • -ise and -yse (British), instead of ize and yze (American). For example, organisation, instead of organization (use s)
    • -our (British) instead of -or (American), for example, colour vs. color
    • Doubling the L in a verb conjugation (British) vs. keeping the single L (American), for example, travelled vs. traveled, labelling vs. labeling
    • -re (British) vs. -er (American), for example, metre vs. meter, lustre vs. Luster

Headings

  • Capitalise only the first letter of a heading unless it contains a name or concept.
    • For example, ‘Ahead of financial crime’ not ‘Ahead of Financial Crime’

Use Trapets in singular

  • Trapets IS, not Trapets ARE. Use the singular form for Trapets.

Trapets in possessive form

  • When writing Trapets as a possessive noun, add an apostrophe. 
    • For example, 'Trapets' solutions are unparalleled.'

Spell Instantwatch with lowercase w

  • Always spell Instantwatch with uppercase I and lowercase w.

Write in active voice

  • Use the active voice, not the passive. The passive voice sounds weaker, less clear, and is more challenging to understand.
    • For example, 'We have launched a new release' not 'A new release was launched by us'
    • Another example is ‘We are updating our user agreement’ not ‘Our user agreement is being updated by us’

Use of comma

  • We encourage the use of the serial (or Oxford) comma. Place a comma after the second last term in a series of three or more terms to avoid ambiguity: ‘We visited Norway, Sweden, and Finland’ instead of ‘We visited Norway, Sweden and Finland’.

Tone of voice

  • Address the user directly. It's easier for recipients to understand when we speak to them directly, for example, 'You can contact us via email or phone’.
  • Use clear, to-the-point language. Stick to the facts without using unnecessary words to fill out a sentence. Opt for shorter phrases rather than long ones.
  • Keep a professional but friendly tone. Use inclusive and approachable language while keeping it professional.
  • Use relatable language. Use simple words and phrases that most people, including non-native English speakers, understand.

Things to avoid

  • Avoid using &. Always write 'and' unless it's part of a name or brand.
  • Avoid using exclamation marks! It sounds like you are shouting. It is not recommended in a professional setting. The exception would be when you congratulate someone: ‘Congratulations!’.
  • Avoid internal lingo and abbreviations, for example, FCS and IW. Spell out the words to ensure that the recipient understands. It is okay to use well-known abbreviations, such as KYC, AML, and AI, if you clarify what they stand for at the beginning of the text.