Every piece of ServiceTitan content should sound like it’s from a single source: ServiceTitan. That means that the style and voice is consistent across every interaction. This cheat sheet includes simple universal standards that all customer-facing content should meet.
For our full Content section, view our guidance.
What’s in-app content?
In-app copy or content that lives on the user interface (UI) of the product and is part of the user experience, along with design and UI elements. “Is part of the user experience” means that the content serves to tell a story that facilitates the customer journey from beginning to end, so it should be enticing and conversational while being clean cut, clear, and aesthetically pleasing.
There are a variety of UI elements that need copy—anything from info/tooltips to steppers to edit/add screens. Each component introduces different challenges, however. For example: a tooltip may not need as much thought behind it as, say, a stepper for something like self-serve onboarding. Nonetheless, tooltips should be standard. Understanding what the copy is working to solve is key. Make sure you know the product and comprehend the experience the design and product teams want to present to the customer.
ServiceTitan Voice
ServiceTitan users should show them that we understand what it takes to work in the trades. We should approach them in a simple, bold, and, most importantly, authentic way. Our customers are straight-shooters, and they should feel like we are, too.
The tone of our copy should make them feel like they’re in good hands. Our platform is approachable and built for their needs, and how we communicate that should be equally relatable. By speaking in a way that comes across as real and strong, we can show future ServiceTitan users that we get them.
Bias-free language
Be inclusive of all people, cultures, and genders.
- Avoid gendered pronouns such as him, he, she, or her. Use they instead.
- Avoid man or men. Use person, people, they, individuals, etc.
- In examples, use names that address different genders, regardless of role.
- Avoid slang.
For more, see Guidelines for Inclusive Language.
Basic guidance for voice
In addition to what is described in the ServiceTitan Brand, keep these pointers in mind when reviewing copy:
- Ensure the copy is guiding while being informative and meaningful
- Some tasks are complicated, so be empathetic when explaining how to get from point A to point B. For example, if you need to explain the implications of an action, do it (this is mostly for the longer in-app copy used to teach about a main feature on a macro level, not necessarily a tooltip which covers items on a micro scale. Example: Memberships onboarding wizard)
- This is NOT the knowledge base or customer-specific content, so stay away from lengthy explanations that said areas are meant to cover (articles should be written in a way that supports in-app copy/tips); you can, however, link to the KB or academy when the story/flow enables this type of interaction. Think ‘Learn More’ or More info, etc.
- Avoid long-winded structure/sentences—keep things as tight as possible and only use the language necessary to convey the message/solution
- Think ‘short and sweet’ … and a handshake as if in agreement that the user understands what they’re doing and the implications (see next bullet)
- Ensure the copy is capturing the benefit and impact to the user’s business while remaining conversational and easy to follow
- Incorporate trade-specific language and jargon where applicable to ensure clarity and resonate with professional users. This enhances credibility and aligns the product with the users’ expertise and expectations.
Resources
References
Last modified on January 23, 2026
