Writing Principles

Good writing is a key part of good user experience. Clear, consistent, and error-free text helps users understand our services and creates a professional impression of Intility across all touchpoints.

Writing quality is a shared responsibility; it's not just for designers or writers, but for everyone who builds or maintains our services, creates content or even responds to support tickets.

Below are Intility’s writing principles to help you create clear, consistent, and high-quality text in your services.

Make sure to also check out our Formatting guidelines and our Common Terms for terminology guidance.

Principles for great writing

1. Be clear and concise

Use simple, direct language and avoid unnecessary words or complex phrasing.

Always ask yourself: How can I say this in an easier way?

2. Use established terminology, not internal jargon

Rely on standard terms from the tech industry and established frameworks like ITIL.

Avoid internal expressions, abbreviations and overly technical jargon unless it helps the reader.

3. Stay consistent

Spelling, tone, and terminology should be consistent across all services. Consistency builds recognition and trust, and is a key part of the user experience.

Use the Common Terms section to stay aligned with Intility terminology.

Also ask around! What do other services say? Consistency is a team effort.

4. Proofread carefully

Even the best-designed service loses credibility if it contains spelling or grammar mistakes. Always review your text before publishing.

5. Use GPT for inspiration and proofreading

GPT can be a great writing partner. Use it to get started on a text, check spelling, clarity, and tone—but always review the suggestions and make sure they reflect your intent and our voice.