Voice & tone
How Claravine sounds: clear, honest, helpful, and human. Edit this page to match your own product’s voice.
Who’s speaking
Write as the team behind Claravine, talking directly to the people who use it. One clear, helpful voice — the same whether it’s a blog post, a button label, or an error message. Replace this with your own product’s persona.
Voice pillars
Clear
Say what you mean, simply.
Prefer the short word over the impressive one. Define any term a newcomer might not know, on the spot. If a sentence needs two reads, rewrite it.
Honest
No hype, no overpromising.
Describe what the product actually does. Skip superlatives and buzzwords. If something is rough or unfinished, say so plainly.
Helpful
Lead with what the reader needs.
Put the useful thing first and anticipate the next question. Write to get someone unstuck, not to impress them.
Human
Write like a person, not a brand.
Use “you” and “we”. A warm, direct tone beats a corporate one. Talk to the reader the way you would help a colleague.
House style
Write headings in sentence case
Say it straight
Go easy on dashes and colons
Rewrites
Opening a page
Don’t
In today’s fast-paced digital landscape, leveraging synergies is paramount.
Do
We kept hitting the same wall, so we built this.
Open on a real reason, not a buzzword.
Explaining a feature
Don’t
A next-generation, AI-powered productivity paradigm.
Do
It turns your notes into a searchable list.
Say what it does in plain terms.
Setting expectations
Don’t
New features shipped daily, guaranteed.
Do
We ship when it’s ready, and we tell you what changed.
Promise only what you can keep.
Inviting feedback
Don’t
Please submit all inquiries via the contact form below.
Do
Spotted a bug or have an idea? Email us — we read everything.
Make it a conversation.
Asking good questions
Questions make strong headings and FAQ entries. Open questions that start with What, Why, or How invite a full answer and let each section stand on its own. Closed yes or no questions stop at a fact, so save them for the rare moment a fact is all you need. For a worked example, seethe example post.
- What does Claravine do?
- How do I get started?
- How much does it cost?
- How does it work for teams?
Words
Use
- you / we
- simple
- get started
- for example
- here’s how
- in plain terms
- honestly
- ship
- help
- step by step
Avoid
- leverage
- synergy
- paradigm
- seamless
- supercharge
- unlock
- 10x
- game-changer
- best-in-class
- thought leadership
UI copy
The same voice runs through interface copy, from buttons and links to empty states and errors.
Actions are plain verbs
“Get started”, “Copy”, “Read the docs”
Name the action and skip the marketing verbs.
Links describe their destination
“the pricing page”, never “click here”
The link text should make sense read aloud on its own.
Empty states stay honest
“No projects yet”, “Coming soon”
Don’t dress up a gap as a feature.
Errors are kind and human
“That page doesn’t exist” over “404 Not Found”
Talk to the person who hit the error.
Before you publish
- It sounds like a person talking to the reader.
- Headings and the title are in sentence case.
- Every term a newcomer might not know is defined on the spot.
- Each point is said straight, with no “not this, but that” setup.
- Dashes and colons are rare, and the sentences still read well.
- Headings and FAQ entries lead with What, Why, or How.
- Links say where they go.
- No hype words — nothing you’d roll your eyes at.