7 Golden Rules
1. What’s in it for me?
It’s about what happened to the person, not what happened in the software. Ask yourself what is the full flow? What are they trying to achieve? What do they expect will happen?
Yes
"Fast product"
No
"React boards"
2. Write for all readers
Don’t use big words, technical jargon or culture-specific words (50% of users are non-natives, 70% are non-tech).
Yes
"We couldn’t open the recycle bin"
No
"Could not retrieve recycle bin data"
3. Single call to action
Don’t make the reader/user think.
4. Full context
Don’t assume people remember their last action.
Yes
"Delete "This week" group?"
No
"Delete this?"
5. Buttons are never “Yes” or “No”
The call to action should guide people to their next step.
Yes
"Delete this pulse?"
"Cancel" + "Delete"
No
"Delete this pulse?"
"No" + "Yes"
6. Cut the fluff
Make sure every word and sentence has a distinct purpose.
Yes
"Save changes?"
No
"Would you like to save your changes?"
7. Bottom line first
Lead with the most important concept.