Product voice & style

🗣️ Voice: What Emplifi sounds like

Like every other aspect of design, UX writing centers us around our users — the social media marketers, community managers, analysts, creators, and customer care teams who rely on Emplifi to do their jobs better.

We design content that supports clarity, consistency, and confidence across our product ecosystem. Whether users are publishing a post, analyzing campaign performance, managing reviews, or building chatbot flows, our job is to help them move forward without friction — and with full understanding.

Likewise, our tone of voice is designed to support every user interaction. The goal is always to guide our users with compassion and care.

In line with our brand mission, our product voice is guided by these principles:

• Supportive: We guide, assure, and champion users. We’re here to help.
• Clear: We keep it simple and direct. We don’t use jargon or vague language.
• Inclusive: We speak to a wide audience with humanity, respect, and empathy.
• Professional: We’re consistent and factually correct, always.
• Friendly: We use a warm and engaging tone—but never at the expense of clarity.

As a result, our in-product copy should always be:

• Easy to read
• Clear and concise
• Helpful and professional
• Empowering and inclusive

In short, we sound like a helpful, professional guide—never robotic, never arrogant.

🎙️ Tone: How we express our voice

Tone helps users feel supported and confident—especially in moments of uncertainty, like when something goes wrong or a task is complex.

But it’s not just about sounding “nice.” It’s about building trust and clearly and carefully guiding users through their journey.

Whether we’re confirming a successful action, explaining an error, or introducing a new feature, our tone should always reflect the user’s context.

Keep the message human, helpful, and to the point.

💡 Emplifi’s tone of voice

While our voice stays consistent, our tone adapts to the situation.

Use this table as a quick check to guide your tone in different situations:

 

 

✍️ Style: Practical guidelines

 

We write to serve, not to sell

Emplifi is a complex platform that helps people do meaningful work. Our content should never get in the way of that. It should guide, clarify, and support — not decorate or distract.

We prioritize our users’ needs over internal feature names, marketing language, or team structures. We speak to users in second person (“you”), not about them in third person.

 

Write like a human

A friendly, direct tone helps build trust and encourages action. Emplifi’s voice is professional but never robotic. It’s confident, clear, and respectful — with just enough warmth to feel human.

Use contractions when they help readability. Use natural sentence structure and plain language. Avoid exaggerated or overly technical phrasing.

 

Put information where it matters most

We respect our users’ time and cognitive load. That means:

• Leading with the most important detail
• Avoiding filler and vague statements
• Making every word earn its place

 

Here are some quick rules to help you write UX copy for Emplifi clearly and effectively:

These principles ensure users can navigate the platform with confidence and ease.

For more practical guidelines, refer to the section on UX Writing patterns

ℹ️ TL;DR

✅ Focus on our users’ goals, tasks, and pain points
✅ Prioritize usefulness over brand messaging
✅ Lead with what matters most
✅ Be clear, conversational, concise, and consistent
✅ Use sentence case
✅ Avoid jargon, slang, idioms, acronyms, and internal terminology
✅ Write for a global audience — avoid English colloquialisms