Our Content Philosophy
Every company we support is unique, but the way we approach crafting your words is guided by a key set of principles. Here’s how we do it.
We write for humans first, then optimize for computers.
- We align content to the phases of the customer journey
- We write about the topics that customers care about, then optimize for SEO
- We strive to answer the questions that customers haven’t yet asked
We establish clarity and add creativity.
- We strive for simplicity in everything we do and sprinkle it with inspiration
- We consider, “What is the larger story here?”
- We embrace a well-used metaphor or turn of phrase
We use the power of emotion and reinforce it with logic.
- People buy on emotion and justify with logic; we help them back up their decision
- We always empathize with the reader
- We create a sense of personal connection with the reader
We invite customers into a story where they are the protagonist.
- You are the “guide” who gives your customer a plan to succeed on their journey
- We frame every feature and benefit with the challenges the customer faces
- We understand that no one wants to listen to companies go on and on about themselves
We make micro-interactions matter.
- From button text to form confirmations, the little things matter
- We infuse your brand voice into everything we touch
We make Google Docs beautiful.
- We proofread and use tools to ensure all copy is clean and error-free
- We use headings to create an easily digestible hierarchy
- We label, comment, and format in a way that anticipates your needs
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