Editorial standards
How the publication should sound
The site copy should be crisp enough for a business reader and clear enough for a casual visitor.
Be specific
Every page should answer what the topic is, why it matters, and where the reader can go next.
Avoid filler
Do not pad the page with generic marketing language. Short, direct explanation is better than inflated claims.
Respect the archive
Keep existing posts and pages intact, but present them with stronger hierarchy and clearer reading cues.
- Voice
- Calm and informative
- Promise
- Useful context over noise
- Layout
- Scannable sections and clear CTA blocks