Do you write the English content yourselves?

We do, in whichever variety you decide, and we say where the limit is: for brand copy where every word carries weight, we bring in a native writer of that variety. We supply the system, the guide and the consistency across everything published.

Does your own site follow this rule?

Halfway, and we say so: the earlier English pages are British and these are American. What we do follow is that each page uses one of them and declares it. Presenting it any other way would be selling a consistency we do not have.

How long should a useful style guide be?

Two pages. One with the variety, the word list and the exceptions; the other with tone and three examples of what works and what does not. Forty-page guides get written once and nobody opens them.

BRAND WebCoding · San Francisco

Branding and content in San Francisco

We build identity and a content system that survives daily use. Starting with the page of the guide most people open and that is almost never written.

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Branding and Content en San Francisco

How we work in San Francisco

The same technical standard and process we apply to projects of any size. What changes is the knowledge of the local market.

Two members of the WebCoding team organising ideas with sticky notes on the glass wall

The most consulted entry is the most boring one

One line saying which variety you use and a list of thirty words settle nearly every question anyone sitting down to write will have. It is the first thing looked up and the last thing written, because it looks too obvious to put down on paper.

It is not only how you spell it: it is which word you pick

Two texts can both be perfectly written and sound like they come from different places because of the word they use for the same thing. No automatic checker solves that part, and it is the one that gives away where you are from. It goes in the guide with side-by-side examples.

Proper names do not get corrected

If your product is named with a word spelled the other way, it stays exactly as it is: that is a name, not a word. Same goes for verbatim customer quotes and for other companies. The exception list sits right next to the rule.

Quotation marks, periods in abbreviations, the serial comma

The two traditions differ in details nobody argues about one by one but everybody notices when they turn up mixed on the same page. You decide them once, write them down with an example beside each and stop discussing them for good.

Answering your questions