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Bullets Use lists to itemize or prioritize. They can take the form of bulleted, numbered or definition lists. Use bullets for lists in which the item priority or sequence is not important. Use numbered lists when priority or sequence is important. Below are guidelines for creating bulleted and numbered lists. Option+8 on a Mac.

• Use parallel construction: Begin with the same part of speech, such as an action verb.

• Make all list items either complete sentences or fragments; do not mix unless unavoidable.

• If list items are complete sentences, use sentence case and use appropriate punctuation.

• If list items are fragments, capitalize the first word but do put periods at the end of the phrase.

• If a list contains both complete sentences and fragments, punctuate all items for consistency.

• Avoid lists of more than seven items. Use headings to separate related items in several lists.

• Avoid lists with items arranged randomly. Find an appropriate organization (such as alphabetical) and use throughout the list.

• In a numbered list, use periods after the corresponding number.

• Keep list text short

• For numbered lists Use numerals followed by a period. Place one space after period and before start of sentence or phrase.

Credits Form credits this way: Photographer name or “Image” via website. Add italics.

     Examples:

Image via Craftberry Bush

Image via Jeremy Person

Image via The Home Depot with information from Alliance for Water Efficiency

CTA aka Call-To-Actions CTAs or calls-to-action, are directives asking a reader to complete a task. Sometimes they take the form of a symbol, like an arrow or heart button. Other times, text is required to specify the action we’re calling on our customers to make. CTAs can be a simple as “Learn More,” or more specific, as in “See This in Your Room.”

More guidance:

• Capitalize proper nouns in CTA copy as you would a regular sentence.

• Make sure the CTA links to the proper page.

• Links should suggest to the reader what results to expect.

• Make links concise and to the point. When possible, use action verbs.

• Avoid “Click here.”

• Avoid “Learn More” when linking to a product. The destination page used in conjunction with this CTA should truly be an informative experience for customers.

Go here for approved list of CTAs.

Special Offers

Should always be written in a clear and concise manner with the consumer’s interest in mind. For approved special offers language go here. General rules:

Should lead with largest discount amount off or greatest benefit.

State minimum dollar threshold to qualify for offer in the subhead.

State maximum discount in subhead.

Include offer valid dates.

If rebate is offered, you must state how it is received, i.e, mail-in rebate or instantly at register.

All credit offers must be approved by the Credit Team.

PLAIN LANGUAGE WHEN WRITING FOR WEB

Plain language is another tool we can use to keep the reader's attention and confidence. It helps them on the page and helps them make decisions easier. It's important our customers understand the words we present on our pages. Here are simple Plain Language guidelines:

• • Polysyllabic words are the #1 offense. Stick to one- and two-syllable words. Avoid three syllable words. 

  • Test copy using WriteClearly, a web tool that makes it easy to analyze reading grade level of a web page and get suggestions for improving readability of web content.

  • One thought per sentence

  • Don't repeat words in the same graph

  • Avoid using the same words on one page

  • Use the conversational, active voice of a Home Depot associate

  • Only use "ings" when necessary

  • Use contractions such as you're or it's

  • Consider using simple, easy to understand words

Use the Plain Language Thesaurus if you need a simple, plain word to replace a complicated word. Here's the official US goverment high-level list of Plain Language words to use and not use. Note, they recommend omitting the word "type" for clarity. 

"A communication is in plain language if its wording, structure, and design are so clear that the intended readers can readily find what they need, understand it, and use it." - Center for Plain Language