How to Create a Writing Style Guide Built for the Web [Free Guide]

Companies pump out content material at a staggering price lately — and as that quantity will increase, extra inconsistencies are sure to creep in. Whether or not because of lack of readability in regards to the type wherein you would like to write down or disjointed communication throughout the multitude of content material creators in your group, failure to determine upon and doc accepted editorial tips is a recipe for inconsistent messaging.

That is why in some unspecified time in the future, most corporations settle for that they’re going to must develop a writing type information.

Free Download: How to Create a Style Guide [+ Free Templates]

Briefly: a doc that signifies the fundamental guidelines of writing we’ll all comply with observe to make sure consistency throughout all our content material — like whether or not I ought to’ve capitalized the “a” after the colon on this sentence.

Reply: Should you write content material for HubSpot, you must not capitalize the “a.”

However wait… if that is the case, why would I capitalize the “If” in that final parenthetical? As a result of “Should you write content material for HubSpot, you must…” is an entire sentence, thus warranting the capital “If.”

These conventions are laid out in our writing type information.

Should you discovered that practice of thought terribly banal, you would possibly assume writing type guides are essentially the most boring issues on the planet and have a burning want to click on away proper about now. Au contraire, mon frère.

Why Writing Guides Are Essential

The existence of a writing type information is what saves you from discovering your self embroiled in a debate about whether or not there needs to be areas earlier than and after an ellipses, whether or not you capitalize “for” in a title, or when a quantity should be written out in full.

If the writing type information bores you, simply think about how insipid that debate might be. The existence of a method information means you possibly can merely have the style guide handy as your little writing rulebook with out having to sit down via debates about blockquotes.

Writing Model Information Instance

If you wish to see a writing type information in motion, check out the one created by HubSpot Partner Yokel Local. Their writing type information (or “editorial type information” as they name it) was made to maintain each their in-house contributors and their freelancers on the identical web page when writing and modifying advertising content material for shoppers.

pages from hubspot agency yokel local's writing style guide

Supply: Yokel Local

You will discover that they did not go too far within the weeds, both. The entire information is 15 pages in giant, enticing lettering, and something not explicitly said within the information is left as much as the AP Stylebook and the Merriam-Webster dictionary. The simplicity is efficient, and so they clearly had enjoyable designing the doc to be cohesive with their model tips.

In an effort that will help you get began with your personal type information, this weblog put up will stroll you thru the important parts of a model writing type information so you possibly can create one for your self.

What to Embody in Your Writing Model Information

Model Guide

Model manuals are reference books that inform writers learn how to deal with grammar, punctuation, and any particular use circumstances. Most companies undertake both the AP Stylebook or the Chicago Manual of Style. It is as much as you to determine which handbook you would like your organization to observe.

You should buy on-line subscriptions to those manuals to your workers to reference, the login for which you must also embrace on this part of the editorial type information to make entry easy. You would possibly discover workers usually tend to reference these instruments when supplied with a web based subscription that comprises a search perform as an alternative of a paper e book via which they should flip to search out their solutions.

Whereas these type guides present a great reference level for fundamental grammar guidelines, you will most likely need to make some exceptions to the foundations therein for the sake of branding, tone, and magnificence. Use this part of your editorial type information to stipulate these exceptions and likewise to spotlight a number of the guidelines that generally come up when writing to your firm that folks ought to decide to reminiscence — no matter whether or not it’s aligned with or towards home type. For instance:

  • What do you capitalize? Do you capitalize the identify of your product? Are there sure prepositions you need capitalized in your title regardless of your stylebook’s suggestions?
  • What do you abbreviate? How do you punctuate these abbreviations? Would you kind “a.okay.a.” or “aka”? “Okay” or “O.Okay.”? Or “OK”?
  • Do you utilize an Oxford comma?

Itemizing solutions to frequent questions like these within the first a part of your editorial type information will give individuals a simple useful resource to reference that can prevent time and encourage consistency. Be at liberty to proceed including to this listing as extra confusions come up and get resolved through the content material creation course of. You are creating your personal type information, so be happy to borrow totally different guidelines from totally different type guides. The essential factor is that you just use the identical guidelines constantly all through all of the content material you create.

Generally Troublesome Phrases

Most corporations have terminology that is particular to their business, and never all of that terminology has a universally agreed-upon spelling. For example, in the event you write lots about digital advertising like we do right here at HubSpot, you will discover a whole lot of inconsistency across the spelling and capitalization of phrases like these:

  • book vs. Book vs. e-book
  • ecommerve vs. e-commerce
  • web vs. Web
  • web site vs. site
  • Fb Like vs. Fb like
  • Retweet vs. re-tweet vs. reTweet vs. ReTweet

… And on and on and on. As an alternative of debating learn how to spell, capitalize, or hyphenate these phrases, embrace a bit in your type information referred to as “Generally Troublesome Phrases” so writers can simply search for the correct spelling of those phrases in keeping with your home type information.

Recommendation for International Firms

When you’ve got world readership and create content material for particular, same-language markets, you must embrace notes on whether or not you alter spelling for these markets or retain your home type.

For instance, if entrepreneurs from HubSpot’s Dublin workplace write a weblog put up, ought to American editors change their spelling of “favour” to “favor”? “Internationalise” to “Internationalize”? These questions needs to be answered in your type information, and the “Generally Troublesome Phrases” part is a logical location to do this.

Equally, if you’re creating content material in several languages, type guides needs to be created for every totally different language.

Model and Tone

This part of the editorial type information ought to deal with one thing much less concrete than grammar guidelines however arguably extra essential: how your content material ought to sound to the reader.

Can writers use the primary individual? How do you are feeling about using business jargon? Take into consideration the phrases you’d use to explain your content material in a great world. Which of those adjectives would you like your content material to evoke?

  • Conversational?
  • Instructional?
  • Educational?
  • Humorous?
  • Controversial?
  • Irreverent?
  • Creative?
  • Goal?
  • Refined?

You would possibly assume you need your content material to be all the above, however drive your self to prioritize just some. Clarify why it is essential to attain this type and tone in your content material, and supply examples of content material (excerpts are wonderful) which can be profitable in doing so — notably if these excerpts exist by yourself website already. If there are stylistic traits your content material completely shouldn’t have, that is the part wherein to incorporate that data, too. Once more, examples of what to not do are useful right here for the sake of comparative illustration.

When deciding on type and tone, you should definitely contemplate your target market and purchaser personas within the course of. Which type and tone would resonate finest with them? This brings us to our subsequent part…


Purchaser personas are inextricably tied to type and tone, so it is essential to incorporate this part both earlier than or after the “Model and Tone” part of your type information. Why is it so essential to incorporate personas? As a result of the type and tone you undertake needs to be knowledgeable by your target market, i.e. the people who might be studying all these items you are writing.

That being mentioned, the personas in your editorial type information need not go as in-depth because the personas created by your sales and marketing teams. (These would possibly embrace detailed data like objections that come up within the gross sales course of and learn how to overcome them, or tips about figuring out these personas “within the wild” or once you get them on the telephone.)

The personas in your editorial type information needs to be extra transient, merely pulling out the highlights that concisely clarify who your target market is, their ache factors, how they wish to be communicated with, the worth your organization offers, and an image to offer writers a visible to bear in mind when creating content material.

Together with personas in your type information actually turns out to be useful once you’re working with freelance writers. Should you’re doing a great job with freelance author administration, you will present ample context to tell the content material they’re writing. A persona, and the way that informs tone and writing type, ought to all the time be included when kicking off a brand new freelance author engagement.

Graphics and Formatting

I do know, I advised you earlier to not get into the nitty gritty with visible tips. That is nonetheless true. Your design crew or company ought to create a separate model design type information that addresses extra nuanced visible… issues. (Are you able to inform I am not a designer?)

It is best to, nonetheless, add somewhat data to your written type information in case your writers are ever liable for creating visible belongings and/or copyediting visible belongings created by designers. Listed below are some frequent questions which will come up that can influence writers or editors:

  • The place can writers supply photos, and the way do they correctly attribute them?
  • When ought to photos align to the appropriate, to the left, or within the middle?
  • Ought to textual content wrap round photos?
  • What are the RGB and hex codes to your textual content and headers?
  • What typefaces can be utilized?
  • Can writers use italics, daring, or underlining? In that case, is utilization restricted to sure events, like bolding headers and hyperlinks?
  • Which type of bullets needs to be used (sq., spherical, or different), and the way ought to they align with the remainder of the textual content?
  • How ought to numbered lists seem: “1”, “1.” or “1.)”?

Many of those graphical parts will be preset in your content material administration system, however they are often simply overridden when writers copy and paste content material from elsewhere with formatting connected — or by an overzealous author with a aptitude for design. Define these expectations in your editorial type information, and refer these with extra superior must your model type information.

Authorised and Unapproved Content material

Nice content material typically cites analysis and information from third occasion sources. Make your author’s job simpler by offering authorized business sources from which they will draw — and, much more importantly, sources from which they can not draw. Break up this part of your editorial type information into two sections: advisable and authorized business sources, and “don’t point out” sources.

The data within the “don’t point out” part ought to embrace rivals and unreliable sources, and it must also point out controversial subjects and opinions that needs to be prevented in any respect prices. For instance, many corporations strictly prohibit any point out of politics or faith of their content material, or have provisions that specify when it’s acceptable to incorporate and learn how to body the dialogue. Equally, many corporations work inside sure authorized restrictions, wherein case this part of the type information would possibly present directions for receiving authorized approval earlier than publishing a bit of content material.

That is the part of your editorial type information to elucidate the intricacies of such controversies as they relate to your model so you possibly can forestall repute administration catastrophes.


With nice analysis comes nice accountability… and a whole lot of decisions, sadly. Clear up the confusion round learn how to correctly cite analysis by deciding on one methodology and documenting it in your editorial type information. Clarify learn how to create footnotes, references, hyperlinks to exterior websites, and even bibliographies if they’re related to your organization.

This part of your editorial type information does not must be lengthy. Simply write down the foundations and supply some examples of correct citations so writers can simply attribute their sources correctly.

Examples to Present What’s Proper and Improper

Each part of your editorial type information can profit from actual life examples of the ideas you are explaining, whether or not you embrace these examples on the identical web page or as an appendix on the finish of the information.

For instance, when speaking about correct formatting, embrace a visible instance of a well-formatted weblog put up with callouts that element why the weather therein are profitable. Should you’re discussing grammar utilization, present an incorrect instance, after which mark it as much as present how a author may repair it to align along with your editorial type information.

Bridging your necessities with correct executions out of your precise web site will assist illustrate these ideas extra clearly and reduce down on follow-up questions and situations of exceptions to the foundations you have laid out.

What To not Embody In Your Model Information

It may be tempting to create essentially the most complete type information of all time. However when paperwork get extremely lengthy, it might turn into somewhat laborious to make use of on a day-to-day foundation. Goal for “complete, but usable” by deliberately chopping some sections. The commonest sections that individuals are tempted to incorporate, however which I like to recommend exist in one other doc, are:

  • Notes on content material operations. Issues like submitting content material to your editorial crew, requesting a slot on the editorial calendar, or revision cycles.
  • Suggestions for creating Search engine marketing-friendly content material.
  • Nitty gritty guidelines round brand utilization or different visible type information parts. With some fundamental exceptions, these can be saved for a separate model or visible type information.

Your editorial type information will merely information writers by offering a set of requirements to which they have to adhere when creating content material to your web site. It eliminates confusion, guesswork, and debates over what boils right down to a matter of editorial opinion amongst grammar and content material geeks. Should you’re ever uncertain whether or not one thing ought to or shouldn’t exist in your written type information, fall again on utilization to tell your choice. If it is too lengthy to be usable, reduce it down; if it is too brief to reply the commonest questions, beef it up.

How you can Get Others to Use Your Model Information

Should you put in all this work to create a complete type information, it might be an actual bummer if nobody used it.

This is the reality: Some individuals simply aren’t going to make use of it, regardless of how straightforward you make it for them to take action. So simply… settle for that. However after you are carried out grieving, there are some things you are able to do to extend the probability of adoption:

1. Contain different individuals in its creation from the get-go.

Nobody desires to be the Grammar Czar. And in the event you do, I promise you nobody you’re employed with thinks its cute. As an alternative of mandating the foundations your total firm should use when writing, get just a few individuals collectively to assist create the type information as a gaggle. Ideally, this little committee will span a couple of division to extend the probability of widespread adoption.

2. Make it straightforward to search out and use.

Our type information is offered on our inside wiki so it is simple for individuals to search out, bookmark, and Ctrl+F to get solutions to questions shortly. Make yours equally straightforward to entry and use.

3. Maintain updating it.

Your type information is meant to be a dwelling doc. As new questions come up, make it straightforward for writers to ask questions on correct utilization and get a decision — and ensure that decision is mirrored in an up to date model of the type information.

Editor’s be aware: This put up was initially printed in Could 2015 and has been up to date for comprehensiveness.

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