The Ultimate Copywriting Style Guide | Write Like A Pro

Just like a chef follows the recipe to make a dish delicious, a copywriter also follows some rules to give a clear message to his audience. It means using effective tone, style and voice. So, a copywriting style guide is essential to make your content compelling.

But what is a copy-style guide? What makes it sound and practical? How do you create it that works well? Why does your business need it? If all these questions wander your mind and you need guidance, you are on the right page.

When a company creates high-quality content, be it a blog post, product description or report, readers develop interest and trust in the brand. However, if the next piece of content is not as good, it can affect the brand’s trust. 

Copywriting style guides help to prevent this problem. It is a set of rules that all the writers must follow to ensure that every content relates to the brand’s style and tone.

Before expecting any advantage from a style guide, you must commit to creating one. After reading this article, you will understand why it is essential.

What is a copywriting style guide?

Copy style guides are unchangeable rules about how organizations should use language. These rules make sure that every piece of content must be the same and consistent. Although the rules are consistent, they can be updated when needed.

This guide is usually a short document about the style and your brand’s appearance. It is also beneficial for the writers because it helps them to check

• Grammar and spellings
• Tone and voice
• Formatting tools

Apart from this, it also answers complicated questions. For example, should we use bullet points for well-organized content? Should the brand use formal or casual language? Do we capitalize words after the colon?

Does your business startup need a copy-style guide?

Those who start their business need to follow the same voice and style in writing. First impressions matter a lot when boosting your brand. So, a well-structured style guide is necessary to make your brand positive and reliable. Because if people don’t trust your business, they don’t become your customers.

To be inconsistent in your writing, readers may doubt the reliability of your brand and whether your products or services are trustworthy. You need a clear writing style when creating content to avoid this confusion.

What to include in a style guide

Copy style guides are a set of many rules. Some of them are discussed, which can make you visible and trustworthy.  

Brand voice and tone

Brand voice represents you and the overall personality of your business. It can be formal, casual, entertaining, professional, and friendly. On the other hand, during writing, the tone can be changed according to the situation. For example, use a serious or informative tone when writing a blog post or a casual tone for social media posts.

Grammar, punctuation and spelling

Before writing, it should be decided whether to write in British, American or another type of English. Specific rules can also be fixed, such as using the Oxford commas and dashes. Some words, such as email instead of email, are also discussed for consistent writing.   

Formatting and structure

Style guide structure and format also play an essential role in creating valuable content.  

• Use clear H1, H2, and H3 headings to organize your content.
• Keep your paragraph short and use 2-4 sentences.
• Use bullet points to make it readable for visitors.
• You must ensure that font style and size stay the same throughout the content. 

Word choice and language

Always use clear and straightforward language to make your content attractive and impressive for the reader’s language. Never use complicated words and terms that cause trouble for readers. Use active voice to make sentences engaging. Also, ensure that your language is respectful to everyone. 

SEO guidelines

Some SEO rules must be followed to improve your ranking on Google, such as using primary and secondary keywords in the correct paragraph or headings. Keep your meta description in 150-160 characters. Write in a way that is easy to read and understand. Off-page SEO also improves your ranking, like internal and external backlinking.

How to create a copywriting style guide

There are three ways of creating a style guide. 

• Hire a consultant
• DO it yourself (DIY)
• Use some tool

Let’s explain all the points one by one. 

Hire a consultant

If you have trouble writing style guides, hire a consultant for convenience. It can be expensive, but they can save you time. They also offer you advice which makes your work look professional.

After consulting, you finalize your project goal and what you need from the guide. Then, send a proposal for hiring someone. Once you select one for your project, interact with them by providing proper information about your brand.

After checking the complete style, keep changes if some are needed. Then, please send it to your team to use in content creation.

Do it yourself

You must first understand your audience’s interest in creating a style guide. Then, define your company’s voice and style. Also decided whether to write in AP style or Chicago style to save time. 

Create an outline like font style, heading, and spelling choices. Also, set rules for using numbers, letters and spelling choices. You must also include some examples to show the correct style. 

Use some tool

If you don’t have time or don’t want to hire a consultant, use some online tools for this guide, like CopyStyleGuide.com. It will tell you in just 10 minutes. Firstly, you will briefly overview your brand voice and tone. It will help you to create a personal style guide.

After that, you will receive a style guide in Word or PDF to share with your team. It is ready to use, but you can update it if needed.

Benefits of copy style guide

After learning about the basic definition of the copywriting style guide, let’s discuss some of its benefits.

Consistent copy on all pages

A style guide helps to have the same tone and voice no matter where your audience interacts with you. It means your website, social media platforms, ads, and emails will all use the same style. It becomes easy for the visitors to recognize your brand. 

Trust and reliability

When your content is well-written and clear, it will make your brand look professional and trustable. Imagine if a visitor checks your website and every page looks different. Some are written in casual style, and others are formal. It gives a bad impression of your website. And would that customer trust your brand?

Less effort and time

A style guide saves the precious time and effort of your writers. Without rules, writers may waste time on grammar, punctuation, and tone. It creates messy content, which looks unsatisfying for the readers. But with a style guide, every member follows the same rules, and there’s no confusion. 

Fewer error 

Everyone can make mistakes, but copywriting style guides can reduce errors and make it more consistent. When writers use the same rules, grammar, inconsistencies, and tone are less likely. It makes your startup look professional and well-organized and builds a strong brand image. 

Strong brand identity

Your way of writing and connecting with your audience shows your brand’s personality. Because a clear style will make your brand memorable, using the same tone and style will make your brand stand out and feel different from others. 

Copy style guide examples

Successful companies like Apple, Shopify, and Buffer share their writing style guidelines online. Let’s discuss some of them to inspire you.

Apple

The most successful and famous brand focuses on simplicity and precision. It keeps the language clear and concise to make it easy for readers to understand.

Atlassian

Atlassian provides valuable information by using a friendly and easy style guide. The guide focuses on teamwork and collaboration while avoiding complex language. It prompts unity among users by avoiding biased language. It’s the best example for companies to build a clear brand voice. 

Buffer

Buffer’s style guide focuses on genuine and positive writing. It believes in honesty and ensuring the message is clear and direct. The aim is to stand genuine and connect people to the brand. 

Shopify

Shopify uses a friendly style guide, such as a conversation with the reader. It also gives clear and straightforward instructions if someone wants to buy something. It will provide information without any complications.

CopyStyleGuide.com

CopyStyleGuide.com is not as famous as other companies. But it has good expertise in having a style guide. It gives a demo interface to help you learn how to buy a style guide from them. 

Conclusion

To conclude, a well-designed copywriting style guide is a powerful tool that helps you to enhance your brand. Defining tone, voice, style, and SEO helps engage their audience effectively.