Actionable Language

Create concise, user-focused messaging that enhances clarity, builds trust, and ensures consistency across all touchpoints, helping users achieve their goals with ease.

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Titles, Headings, and Subheadings

Titles, headings, and subheadings are the first things users see when interacting with content. They need to be clear, concise, and immediately convey the purpose or action required. Do:

• Be clear and concise: Titles and headings should immediately communicate the purpose or content. Use straightforward language that gets to the point.
• Use action-oriented language: Encourage users to take action by starting titles and headings with verbs when applicable.
  Example: “Set Up Your Account” instead of “Account Setup.”
• Capitalize properly: Use title case for titles, headings, and subheadings to maintain a professional and polished appearance.
  Example: “Create a New Invoice.”
• Prioritize User Benefits: Frame titles and headings around what the user gains or achieves.
  Example: “Improve Efficiency with Automated Reports” instead of “Automated Reports.”

Don’t:

• Overload with information: Avoid cramming too much detail into titles or headings.
• Use jargon without explanation: If trade-specific language is necessary, ensure it is understood by the target audience or provide a brief explanation.
  Avoid: “Configure HVAC Load Calculations” unless your audience is familiar with these terms.

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How to Use

Straightforward language that gets to the point, avoid “Payment Management Portal.” Overload with information. Keep it focused on the key message.

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Sentences

In-app copy should be easy to read and understand, guiding users through actions with minimal friction. The following guidelines ensure that sentences are clear, direct, and aligned with the overall user experience. Do:

• Use active voice: Active voice makes sentences more direct and engaging. It clearly identifies who is doing what.
• Keep it simple: Aim for short, straightforward sentences that are easy to read and understand
  Example: “Click ‘Submit’ to complete the process.”
• Be consistent: Maintain a consistent tone and style that aligns with ServiceTitan’s voice—simple, bold, and authentic.
  Example: “You’re in control” instead of “Take control of your settings.”
• Be directive and precise: Guide users with clear instructions that leave no room for ambiguity.
  Example: “Select a date range” instead of “You might want to select a date range.”
• Align with user goals: Structure sentences around the user’s objectives, highlighting how the feature or action supports their needs.
  Example: “Streamline your workflow by automating reminders.”

Don’t:

• Use complex sentence structures: Avoid using multiple clauses or unnecessary words that could confuse the user.
• Be vague: Avoid vague or passive language that doesn’t clearly guide the user.
  Avoid: “It might be beneficial to review your settings” instead of “Review your settings.”
• Overuse technical terms: Even in a trade-focused context, too many technical terms can overwhelm users. Balance them with plain language.
  Avoid: “Calibrate the thermostat settings according to ASHRAE standards” without providing context.

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How to Use

Aim for short, straightforward sentences that are easy to read and understand. Avoid using multiple clauses or unnecessary words that could confuse the user.

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Error Messages

Error messages are critical touchpoints in the user experience. They should not only inform users about what went wrong but also guide them on how to fix the issue. Effective error messages are clear, concise, and constructive, helping users to quickly resolve problems and continue their journey without frustration.

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How to Use

Be clear about what went wrong and what the user can do to fix it. Use generic error messages that don’t help the user understand or resolve the issue.

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Buttons and CTAs

Buttons and Calls to Action (CTAs) are the driving force behind user interactions within the product. They need to be clear, compelling, and direct, guiding users towards the next step in their journey. Well-crafted buttons and CTAs encourage engagement and make it easy for users to take action with confidence.

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How to Use

Use strong, action-oriented verbs that clearly state what will happen next. Use vague terms like “Click Here” that don’t provide context.

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Tooltips

Tooltips provide users with additional information or guidance without overwhelming them. They should be brief and to the point, offering just enough context to support the user’s next action. Effective tooltips enhance the user experience by providing timely and relevant information in a non-intrusive manner.

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How to Use

Keep them brief and to the point, offering just enough information to guide the user. Overload tooltips with too much information. They should support, not overwhelm.