Coronavirus (COVID-19) advice and guidance.Standing International Forum of Commercial Courts.Pre-Application Judicial Education Programme (PAJE).Lord Chief Justice: Judicial Equality and Diversity Statement.Judicial Diversity and Inclusion Strategy 2020/25.Diversity and Community Relations Judges.
The judiciary, the government and the constitution.Title case is, frankly, the antithesis to an easy-to-understand UX journey that should surely be your default approach to everything you do on your website (and beyond).įinally, whilst it isn’t title case, all caps (on CTA buttons for example) just looks terrible and shouldn’t be used.
Your UX (user experience) needs to be as smooth as possible, especially if you work in something challenging such as home moving or law. legal terminology, etc), or a specific design decision, sentence case should be the default. See what I mean? Unless something is a product name or something that must be capitalised (eg. Title case really isn’t that great and makes reading content that should be easy to read more difficult than it should be. Now read the same sentence written in standard sentence case: Title Case Really Isn’t That Great and Makes Reading Content That Should Be Easy to Read More Difficult Than It Should Be Try reading the following without squinting: It’s needlessly clunky and doesn’t actually give the ‘extra weight’ to words in the way a lot of people seem to think they do. And with that out the way, title case is bad and I firmly believe it makes the copy look and read worse. Small disclaimer, the following is going to be a little biased, so take what I say with a pinch of salt. Language on websites, in general, should be as simple as possible. You can still go into the details later, but your landing page should not be filled with details only an expert would understand. Your website makes it clear that your triple-encrypted thingamajig is the optimal approach to limiting DoS backdoor attacks from Neo, but what does that even mean for the average customer? Instead, why not just make it clear that your product protects them from criminals when they use their computer. You take one look at your landing page and it’s peppered with complex terminology, incoherent data, and infographics that’d make Jackson Pollock cringe. Imagine you’re an IT security company struggling to attract new customers. The longer this process goes on, the greater the likelihood of getting to the point where you can succumb to the curse of knowledge, which in turn can undermine your messaging.
This is accurate for countless businesses, who spend almost every working day fine tuning and really getting to the depths of whatever product or service is being sold. It’s a truism in life that the more you become an expert in something, the more you surround yourself with experts, and the harder it becomes to explain whatever it is you’re an expert in to novices. Here’s an example of Evernote promising to reduce stress, without saying it: stress-free experience, carefree, hassle-free journey, etc.). You should NOT use negative words such as stress or hassle, unless they’re modified (ie. With this in mind, we get to the first stress point (irony incoming): For the former, you absolutely must make certain that you don’t use language that could affect their opinion of your brand, which could lead to them not buying your product, or using a service. Well, duh, but taking extra care of your choice of words in both B2C and B2B interactions is so important. It’s these two elements that we’re taking a look at today, so without further delay. Things such as title case, which is too often reduced to a mere style choice, or using overtly negative words in product or website copy. What a lot of people forget though, are the seemingly insignificant things that can make all the difference in successful content. Tom has some very great views on title case and negative words when it comes to marketing and promoting your business.Ĭontent marketing is nothing if not an arms race, where marketers and copywriters are constantly looking to innovate in the near-endless conflict of keywords, evergreen content, punchy ad copy, ad infinitum. We spoke to Tom Gill our very own SEO Content Strategist.