Kount Content Style Guide

We’re informal and approachable without being sloppy or unprofessional.

We’re accurate and informative without using unnecessary details or jargon.

Note: We want our content to mimic lenticular design — a printing method that, when an image is viewed at different angles, the objects look like they change their appearance. On the surface, our content can be simple and easy to understand. But by clicking deeper and deeper, the content changes and becomes more detailed. 

For example, a fraud analyst at Acme searches for the term “how to manage account takeover fraud” and finds a Kount blog article. The content answers the reader’s question and mentions that Kount can make this process easy and more effective. The analyst is intrigued and loops in the team leader. After reviewing case studies with similar businesses that have far better results than Acme, the manager tells the CTO about Kount. The CTO wants to know how Kount achieves those kinds of results and what the integration process would be like for Acme. 

If we consider lenticular design, information on SDKs and machine learning wouldn’t be necessary in the blog article. But those details would be relevant on a page specifically dedicated to the integration process or the technology’s features. 

We need to make sure we meet the needs of everyone interacting with our brand in a way that is most relevant to them.

We’re confident and knowledgeable without being arrogant.

We’re experts without being bossy. We’re helpful without being overbearing.

Note: While we never want to seem pushy or overbearing, there is a time and place for urgency. For example, if there is only one day left to register for a webinar, we do need to encourage people to “act now” or “don’t miss out”.

Our tone considers the reader’s state of mind – confused, frustrated, seeking advice, excited, etc. We avoid negativity and try to frame statements with a positive perspective.

We speak truth in a way that puts our readers’ needs before our own agenda.

We write clearly and directly so readers understand our message and are able to use it to solve their problems.

We are thorough but not fluffy. 

We should be the example that the industry holds up of a company that puts out high-quality content — the gold standard. We may not be the first, but we’re committed to being the best.

We favor active voice to passive voice.

We favor benefits over features. We focus on the value to our audience, not how the value is created.

Note: There is a time and place for features. When we write about features, we will try to incorporate benefits so the features are relevant to the reader. For example, intelligent chargeback response technology recovers lost revenue. And advanced automation increases efficiency. 

Our writing is easy for all readers to understand. Any skill level. Any geographical region. Any industry.

We use generalities instead of absolutes. We understand that each business is different, and there isn’t a one-size-fits-all solution for everyone.

We write copy that is web friendly. Online content is consumed differently than printed resources. We make sure our content is easy to skim. 

Capitalization 

Sentence case will be the primary capitalization style. It will be used for sales decks, email subject lines, web page headings and subheadings, etc. 

The following is an example of sentence case capitalization: Kount is trust and safety technology

We will avoid using colons with any copy formatted in sentence case. 

Contractions

Contractions should be used sparingly. Contractions are not used in all regions or languages. Therefore, their use can cause confusion with international or English as a second language (ESL) readers. We want to create a user-friendly experience for everyone interacting with our brand. 

Avoid regional contractions like ain’t, shan’t, y’all, and mustn’t.

If contractions are used, they should be limited to the most common occurrences. 

Links

For links within a block of content (blog articles, emails, etc.), use descriptive, search optimized anchor text. Avoid using actions or location words. Set contextual expectations about what’s behind a link.

Lists

Lists are easy to skim and can help guide readers through an article. 

In a numbered list, include one step or action per number.

Avoid stacking lists within lists.

Don’t start a point with a conjunction (and, but, or). 

End each item in the list with punctuation only if it’s a complete sentence. Don’t end items in a list with commas or semicolons. 

Keep items in lists parallel. Write all points in the same tense. If one point begins with a verb, all points should begin with verbs. If one point is a sentence fragment, all points can be sentence fragments. And if one point has ending punctuation, all points should have ending punctuation.

Similes and metaphors

Avoid similes, metaphors, clichés, and any other phrases that have alternate meanings. These are not easily understood by all readers.

Titles

Only capitalize formal titles when they are used immediately before one or more names: Pope Francis, President Roosevelt. 

Capitalize and abbreviate formal titles that precede a name: Dr., Gov., Lt. Gov., Rep., Sen. 

Separate long titles from names with a comma: John Doe, senior content manager at Acme.