Content design principles
How we write matters as much as what we build. These principles guide every piece of content across Enable Amazing, from UI labels and error messages to proposals, LinkedIn posts, and client emails.
What we mean by content design
Content design is the practice of making sure every word earns its place. It's not copywriting. It's not marketing. It's designing with words. You choose the right content, in the right format, at the right time, so people can do what they need to do.
At Enable Amazing, content design covers everything:
- Digital products. Labels, buttons, error messages, help text, empty states
- Brand communications. Website copy, blog posts, social media, newsletters
- Client-facing materials. Proposals, emails, case studies, presentations
- Internal documentation. Guides, processes, team communications
The same voice runs through all of it. The formality shifts, but the personality stays.
Core principles
1. Clarity over cleverness
Say what you mean. If someone has to read a sentence twice to understand it, rewrite it. Plain language isn't dumbing down. It's opening up.
2. Warmth without fluff
Care about the person reading. But don't pad sentences with qualifiers, apologies, or filler. You can be kind and concise at the same time.
3. Inclusion by default
Write for everyone. Avoid assumptions about gender, ability, culture, or background. If a sentence only works for some people, it doesn't work.
4. Consistency across channels
Use the same words for the same things. If it's a "workflow audit" on the website, it's a "workflow audit" in the proposal. Switching terms makes people wonder if they're the same thing.
5. Accessibility as a baseline
Content should be perceivable, understandable, and usable by everyone. This means clear labels, descriptive link text, readable error messages, and proper heading structure. See the accessibility standards for the full specification.
6. Respect people's time
Every sentence should earn its place. If you can cut it in half and lose nothing, cut it in half.
How these guidelines work together
| Guide | What it covers |
|---|---|
| Tone of voice | How Enable Amazing sounds across all channels, including voice pillars, word choices, writing rules, and channel-specific guidance |
| Inclusive language | Gender-neutral standards, bias-free language, disability terminology, and cultural sensitivity |
| Microcopy | Labels, placeholder text, help text, link text, button text, and tooltips |
| Error and success messages | Error patterns, success confirmations, loading states, and empty states |
| Form patterns | Form labelling, required/optional fields, validation messages, and input formatting |
Quick reference: writing rules
These rules apply everywhere. No exceptions.
- Sentence case. For all headings, labels, and buttons. "How we work" not "How We Work"
- Oxford comma. Always. "Systems, people, and flow"
- Contractions. Always. "We're" not "we are"
- Active voice. "I mapped your pipeline" not "your pipeline was mapped"
- Digits, not words. "3 teams" not "three teams"
- Gender-neutral. "they" and "their" by default
- No ampersands -- write "and"
- No em dashes. Rewrite the sentence to avoid them entirely. Use periods, commas, colons, or parentheses instead
- No full stops in headings
- No acronyms. Write it out every time
- Descriptive link text. "Read the case study" not "click here"
- Dates. "25 February 2026" not "02/25/2026"
- Times. "3pm" not "3:00 PM"
For the full set of rules with examples, see tone of voice.