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"Good writing does not come from verbiage but from words."
Jeff Lindsay, Playwright.
Whether we're creating a product page, a digital marketing campaign or a CTA button, we write high-quality copy. Our writing is simple, clear and helpful across all our platforms and brands.
What works well on paper doesn't necessarilty work well online. Here's what you should know when writing for digital.
Get familiar with the personality of each of our brands.
SEO is a cost-effective way to increase the chances of your content displaying highly in search engine results pages (SERP). Here are the basics.
A quick and easy way to see how we write certain things.
| Rule | Example |
|---|---|
| Only use commonly known abbreviations and use them when appropriate - especially where space is limited | e.g. (full stop after each letter, no space between characters) etc. (full stop just at the end) am, pm (no punctuation or spaces e.g. 7am, 8pm) n/a (lower case and no space either side of the /) Min., max. (sentence case and full stop after abbreviation). |
etc. means 'more of the same' i.e. means 'that is' and they should not be used interchangably Use a comma before both |
Westpac caters to a diverse range of industries, i.e. education, social sector, etc.
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| Acronyms - in the first instance write the full spelling and add the initialism in rounded brackets | Complete the form by updating your tax file number (TFN) Chinese New Year (CNY) |
For well-known acronyms you do not need to spell out the full name first. Full stops are not required between each letter |
PIN, BSB, SMS, HTML, URL NSW, QLD, SA, VIC, ACT, NT, WA, Tas |
| Acronyms are capitalised unless the acroymn has become a commonly used word, then use sentence case |
Qantas, Nasa, laser, sim |
| Abbreviations relating to numerals (such as units of measurement) - should be lower case. There should be no space between the number and the abbreviation | 70kg, 6.5m |
| Never replace a product name with an acronym | Yes: Credit Card No: CC Yes: Home Loan No: HL |
| Million, billion and trillion - lower case in headlines and body copy | $25m 56bn 4tr |
| The abbreviation is never plural | Yes: 25kg No: 25kgs |
| Rule | Example |
|---|---|
| Use figures (18) rather than words (eighteen) |
|
| When referring to one person use 'X years old' |
The woman is 18 years old. |
| When referring to a group use 'X year olds' | We spoke to a group of 18 year olds. |
| When writing age ranges always use numbers never words |
5-10 year olds A group of 45 to 50 year olds The 18-40 age group |
| School 'Years' - capitalise the Y |
Year 2 |
This is a punctuation mark to indicate either possession or the omission of letters or numbers.
| Rule | Example |
|---|---|
An apostrophe before the letter 's' at the end of the word indicates possession
Possession exception: The use of 'its' and 'it's'. It's is not possessive but a contraction of 'it is' Its is a possessive pronoun meaning 'belonging to it'
|
The customer's credit card (the credit card belongs to the customer)
It's highly likely the card holder will call to ask about fees. The product claims its fees are highly competitive. |
| Apostrophes should not be used when forming the plural of ordinary words | Yes: credit cards No: credit card's |
| Plural nouns not ending in 's' take an apostrophe and s in the possessive |
Shareholder's meeting |
Plural nouns that do end in 's' - add the apostrophe after the s to indicate possession Exceptions Never use Westpac's or Westpacs' - just Westpac |
business' (not business's when possessive)
|
| Plural names ending in s | Alexis' money box was delivered to school |
No apostrophe If writing a company name - always check their website to see if they use an apostrophy in their name or not) When writing decades |
ATMs 1990s PDFs (ask about this one) Barclays Bank |
Don't bold or underline words to create emphasis. Bold references to buttons and Westpac Live navigation menu, tabs etc.
| Rule | Example |
|---|---|
| Don't underline, capitalise or bold text for emphasis - no random bolding in body copy. This is because users might think it is a link |
Yes: Want certainty on your budget? Lock in exchange rates on up to 5 major currencies. No: Want certainty on your budget? Lock in exchange rates on up to 5 major currencies |
| Use bold in instructional copy, to explain how to do a task/ get to a page in internet banking |
You will see Registered Business Details then select Edit next to Business address |
| Use chevrons in an article to explain how to get somewhere in Westpac Live |
Go to Settings and contact details > Registered Business Details > Edit to update your address |
| Don't use quotation marks when referring to navigation names or buttons/CTAs | Do: To increase your limit, log on to Westpac Live, go to Services and preferences then select Daily Payment Limit
Don't: To increase your limit, log on to 'Westpac Live', go to 'Services and preferences' then select 'Daily Payment Limit'. |
Use rounded brackets unless advised otherwise by CX or Design.
| Rule | Example |
|---|---|
Acronyms In the first instance of the full spelling add the acronym in brackets. Thereafter, use the acronym |
You can update your tax file number (TFN) at the Australian Tax Office (ATO). Once you update your TFN please let us know. |
| Use normal punctuation in bracketed content |
Set up a regular direct debit on your account for bills (e.g. phone, water or electricity) to stay on top of your finances. |
| Make sure the sentence still makes sense if the brackets and the copy inside the brackets are removed |
Use bullets where appropriate. They can help organise content and improve the flow of information on your page.
| Rules | Example |
|---|---|
Bullets are preferable to long paragraphs. They help your users scan and read content easily
Think about the length of items in a bulleted list. If each item is a full paragraph you are losing the impact of bulleting
When formatting bulleted lists, remember,
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See our other business loans:
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Numbered lists are more appropriate than bulleted lists when conveying a sequence of events, such as a series of steps to do something in Westpac Live. Note the same rules apply to both numbered and bulleted lists.
When formatting numbered lists, remember,
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This is what you need to do:
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Calls to action are buttons and hyperlinks
| Rule | Example |
|---|---|
| No full stops in buttons |
|
| Try to be contextual so you're encouraging the read to click through for more information. It's also good for SEO |
Yes: Keep reading No: Find out more, Learn more |
When referring to signing into internet banking, make sure the two words 'sign' and 'in' and separate, for example: Westpac: Use 'Sign in' and 'Sign out' - not 'Signin', 'Login', 'Log out' St.George, BankSA and Bank of Melbourne: Use 'Log on' and 'Log off'
|
Sign in to Westpac Live
|
Keep CTA copy short and action orientated It should be clear to the customer/user where we are taking them |
Get cardless cash Compare EFTPOS Help me choose Calculate Top up |
| Starting a form - when starting orgination use simple language |
Let's get started Get started Let's start |
Avoid excessive use of 'More information', 'Find out more', 'Learn more' Also good copy to use when linking to video demonstrations. |
Discover more Explore more Start exploring Show me how Tell me more Tell me how Some info Keep reading What's next? Take a tour Here's how How it works |
| Introducing a new feature | Something new See what's new It's new Did you know? |
| Activate, change or setting something up - avoid the use of corporate language such as 'enable' or 'access'. |
Set up Activate Add Change Upgrade Update Choose Switch to Get |
Interaction - when describing how to use/get on a page remember the user could be using a mobile or tablet device - the interaction will be different to desktop. Avoid use of 'click'. |
Tap Swipe Select Scroll Check the box Uncheck the box |
| Account opening | Open account Open now Open Open online Open online in 10 minutes Open in minutes |
| Quotes and applying | Get a quote Apply now Apply Apply online in 10 minutes |
| Rule |
Example |
|---|---|
| Sentence case is standard including: |
|
| Page titles |
Personal loans | Westpac |
Navigation |
About us Personal loans |
Headings (H1) |
Merchant services Protecting your business |
| Sub headings |
Rewards credit cards |
| CTAs - buttons |
Apply now Get started Compare accounts |
| Validations/error messages |
This is missing |
| Form fields | Phone number Business name Email address |
| Products |
|
| Branded product and service names - capitalise |
American Express Westpac Altitude card bundle 55 Day Platinum card Business Debit Mastercard Westpac Business Loan Altitude Platinum credit card |
| Other product and service names - do not capitalise (unless start of a sentence) |
bank account term deposit credit cards home loans travel money card |
| Other | |
| Seasons - lower case (unless start of a sentence) |
spring summer autumn winter |
| Holidays - capitalise |
Christmas Easter Chinese New Year |
| Days and months are caps |
Monday, Tuesday, Wednesday etc. January, February, March etc. |
| Using 'k' - lower case |
Yes: $100k No: $100K |
| No capitalisation of common words and terms |
tax return bank statement starting a business |
| Capitalise form and guide names (e.g. pdfs) if this is how it appears on the form/ guide. |
Get Started Guide |
Capitalise proper nouns (names) such as:
|
|
| Online terms are lower case (unless start of a sentence) |
homepage website internet online webpage |
References to menu or navigational items When explaining how to navigate - should be sentence case and as written in Westpac Live/Internet banking. These should also be bolded. |
Hover over Service & preferences and select User administration. Select the User by clicking on their name. |
| Rule | Example |
|---|---|
Colons Used in sentences to introduce that something follows, e.g. a quotation, list or example
Capitalise the first letter in the bulleted list
Folow the colon with a space It is always preceded by a complete sentence; what follows the colon may or may not be a complete sentence |
There are 3 ways to apply for a loan at Westpac:
Please note the following: the interest rate has increased |
Semi-colons Used to separate two main clauses that are closely related to each other but could stand on their own as sentences if you wanted them to. They are used to add variety when there are too many short, snappy sentences
Can be used for lists within a sentence |
The credit card will be sent out in 5 days; the letter will be posted a few days later
Our branches are now closed in Brisbane, Queensland; Sydney, New South Wales; and Perth, Western Australia |
Commas are used to show where a user should pause in a sentence. Used properly they make the meaning of the sentence clear. However, there can be a tendency to overuse commas.
| Rule | Example |
|---|---|
Comma with subject and verbs - with few exceptions, a comma should not seprate a subject from its verb
Writers often separate as they believe there should be a pause but it makes the sentence stilted |
Yes: My colleague Anthony is a great singer No: My colleague Anthony, is a great singer |
| Use commas to separate words, and word groups in a series of three or more items |
Both correct I need to get a savings account, loan, debit card and credit card I need to get a savings account, loan, debit card, and credit card (this is known as an Oxford Comma but we try not to use it) |
Occasionally a comma is needed before the word 'and' to help avoid confusion - usually where there is more than one 'and' |
They will seek the support of students, teachers, parents, and community and small business groups. |
Comma splices When joining two independent clauses, you need a conjunction (or, and, so) or a semicolon |
No: I lost my credit card, I went to the branch Yes: I lost my credit card, so I went to the branch Yes: I lost my credit card; I went to the branch
|
| Don't use a comma within a comparison |
No: This credit card is cheaper, than that credit card Yes: This credit card is cheaper than that credit card |
Comma before 'but' Use a comma before the word if it's joining two independent clauses If not joining two independent clauses leave it out
(An independent clause is a simple sentence.) |
No: Annabelle is a good singer but she's an even better dancer Yes: Annabelle is a good singer, but she's an even better dancer No: My boss is tough, but fair Yes: My boss is tough but fair |
| Use commas to separate names from titles |
Peter King, Managing Director and Chief Executive Officer, will be at the meeting. |
Contractions can give your content a conversational tone and can help your content flow. Use them to replicate how people speak to each other.
| Rule | Example |
|---|---|
Where appropriate common contractions should be used Note: It's important to strike a balance with the copy on your page, especially if talking about a serious topic where too many contractions could sound frivolous |
Yes: You're No: You are Yes: We're No: We are Yes: We'll No: We will |
| Don't use unnatural sounding or overly colloquial contractions |
isn't, where'd, he'd, she'd |
They're, their and there are commonly misused
|
| Rule | Example |
|---|---|
| Spell out the names of states and territories in the first instance with abbreviations in brackets - then use abbreviations thereafter |
Australian Capital Territory (ACT) New South Wales (NSW) Northern Territory (NT) Queensland (Qld) South Australia (SA) Tasmania (Tas)
|
United States - use 'US' not America United Kingdom - use UK not England or Great Britain |
US banks performed strongly UK stocks took a hammering yesterday |
| Rule | Example |
|---|---|
Spell out days and months in full Exception CTAs Mobile content - can shorten to Jan, Feb etc.. |
January, February etc. Monday, Tuesday etc. |
Dates should appear as day, date, month and then year Avoid using DD/MM/YYYY so we don't confuse international customers |
Wednesday 7 February 2018 |
| Do not include 'st' or 'th' to keep copy short |
Yes: 24 January 2016 No: 24th January 2016 |
| Use numbers without an apostrophe | Yes: 1990s No: 1990's |
| When writing a date range use an en dash (no space either side) | The wesbite will be unavailable from 10-11 January 2018 |
Numbers from 0-9 should be written as a word Numbers from 10 and up (double digit up) should be written as numbers |
The card was released five months ago The rate has been low for 12 years |
| Use an 'en dash' with no space either side when writing about a range of dates |
Westpac live will be unavailable 25-26 February 2018 |
Use figures, except for midday and midnight Never say '12am' as it is confusing - use midnight Use Noon or midday for 12pm |
Our competition will end at midnight
|
Do not put 00 if the time is on the hour Use an en dash between time spans with a space on either side |
Yes: 9am - 5pm No: 9.00am - 5.00pm |
| Use 24/7 and not 24 hours, 7 days a week |
See also Numbers
| Rule | Example |
|---|---|
Full stops Use a full stop at the end of a complete sentence |
Yes: Download the Westpac App. It has product, service and FAQ information. No: Download the Westpac App, it has product, service and FAQ information. |
Do not use a full stop in H1 headings or sub-headings Exception Brand campaigns in banners |
Business Credit Cards Choose from our range of business cards |
| Do not use a full stop in CTA buttons |
Enquire now Compare cards |
| Do not use at the end of bullet points - except for the last bullet point |
You can open an account:
|
Ampersands (&) Try to avoid using this as a substitute for 'and' unless it is an organisation or product name
Use the ampersand the same way the company or product does including spacing |
Tiffany & Co |
Percent (%) Use the symbol in most instances |
3.59% p.a. Flexi First Option home loan |
Hyphens ( - ) Avoid overuse of hyphens. Use to connect words that have a combined meaning See Hyphen section for more info |
Up-to-date State-of-the-art |
Exclamation mark (!) Rule of thumb would be to avoid the use of exclamation marks on the website unless it is a marketing campaign |
|
Question mark (?) These are a great way to introduce content or shorten the length of a heading |
Need cash for your business quickly? Apply for an unsecured business overdraft today. |
Spaces Don't use a space either side of a /
Only use one space after a full stop not two |
Yes: and/or No: and / or |
| Rule | Example |
|---|---|
Headings break content down into bite-sized chunks. They allow users to scan what is on a page
They should be sentence case with no full stop at the end. The sub copy underneath should have a full stop |
Discover business product offersLatest business offers and featured products in one place. |
| Article headings should have no full stop and should explain in the heading what the artcicle is about |
Always hyperlink with meaningful copy (never use 'click here')
| Rule | Example |
|---|---|
| All external links and pdfs should open in a new screen |
|
| Links should be contextual in copy |
A competitive variable rate, with interest paid on the outstanding balance, not the limit.
Yes: Download a Super for Life information pack No: Download a Super for Life information pack |
| Avoid using 'Click here', 'Find out more' as they do not communicate anything about what information we are linking to |
See CTA section for examples of what copy to use |
| Email addresses are always lower case |
beyonceknowles@westpac.com.au |
Use a hyphen to join words to indicate that they have a combined meaning or that they are linked in the grammar of a sentence.
| Rule | Example |
|---|---|
| There should be no space either side of a hyphen when there is one word or number on either side |
5-digit password |
Use hyphens in sentences instead of colons In this instance you can use a space either side of the hyphen |
The credit card has many features - no fees, low rate |
| If there's more than one word either side of the hyphen then use a space both sides |
Delighting customers - by deeply understanding and exceeding expectations |
| Use a hyphen where not using one would be ambiguous |
She received three-monthly bank statements (every three months) She received three monthly bank statements (monthly for three months) |
Use hyphens with single letters - although some 'e' words are dropping it Do not hyphenate email |
X-ray, e-commerce
|
| Rule | Example |
|---|---|
| Navigation and menu items should be sentence case | Home loans International and travel
|
| Rule | Example | ||
|---|---|---|---|
Numbers 0-9 should be written as a word Numbers from 10 and up should be written as numbers Exceptions: - Age - School years - Millions, billions - Dates - Street addresses - Marketing copy
|
Numbers 0-9 should be written as a word Numbers from 10 and up should be written as numbers |
||
Never begin a sentence with a number - always a word
Exception: Headings
|
Yes: Seventy credit cards went missing No: 70 credit cards went missing
Yes: 7 ways to pay off our credit card |
||
| Put a comma in numerals over 999 | 1,000 10,000 |
||
| BSB - separate the 6 digits after the first 3 numbers with a dash | 732-118 | ||
| Telephone numbers | 6 digit: 132 032 10 digit: (+61 2) 9155 7700 |
||
| Range/span of numbers - should be separated with an en dash (no space) | Yes: 7-8 No: 7 - 8
|
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Percentages - use % and not 'per cent' in headlines and body copy Use no decimal place if whole number Use two decimal places if decimal used |
6% 6.70% |
||
Abreviation of 'number' - use no with a full stop No space after the fill stop |
no.76 | ||
Currencies Lower case when using whole word Use AUD, INR, CAD, EUR, GB, NZD etc.. and no symbol when using the abbreviation on our foreign currency pages |
euro, dollar, sterling, pound Yes: AUD120 No: AUD$120 |
| Rule | Example |
|---|---|
| Avoid sexism in language | Yes: Spokesperson No: Spokesman |
Write 'Indigenous Australians' when writing about Aboriginal and Torres Strait Islander people Capitalise Indigenous and Elders |
69% of partner organisations reported a greater overall knowledge and understanding of Indigenous Australian people. |
Do not define anyone by their disability Use positive language |
A person with disabilities (not a disabled person) |
| Rule | Example |
|---|---|
| When quoting someone directly the words appearing in quotation marks should be the actual words spoken by the speaker. | |
To enclose the exact words of a speaker use double quotation marks. Place commas and full stops inside the quotes for a completed quoted sentence. Don't use a comma before a quotation. |
Kolovos said "the conference went extremely well."
|
| Rule | Example |
|---|---|
Standard Australian spellings use UK English not US English Don't rely on spell check as many words have more than one spelling
|
Yes: You were right all along No: You were write all along |
Use 'our' and not 'or' in words like 'colour' Be careful with the American 'z' |
Monetise not Monetize Organisation not organization |
| We talk about 'customers' (not clients) and 'business' (not company). | |
| Use 'an' before a silent h | an hour, an honour a hotel, a historic event |
Less/fewer Less means smaller in quantity Fewer means smaller in number |
Less money Fewer people |
Anytime We should use any time not anytime |
Call us at any time |
Superscript is the use of smaller numbers, letters or symbols inserted after a word to reference content in a footer.
| Rule | Example |
|---|---|
We should use numbers for supercsript so our users can easily find what it is referencing in our disclaimer or footnotes Never use a number more than once Numbers should be in numerical order as a user reads down a page No bullets for superscript in disclaimers Put the superscript reference outside the full stop |
We need to superscript more.7 |
| Never use subscript as a superscript | Superscript9 |
| Do not mix numbers and symbols | |
Where you can avoid the use of superscript do so especially if: 1. You can hyperlink the content to another page 2. If the reference is short and you can include it in the sentence |
| Rule | Example |
|---|---|
| Avoid referencing third party websites unless you have approval to do so or it is a government website | The Australian Taxation Office also has some nifty calculators to help you work out tax deductions for your expenses. |
Third parties should be:
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We have an easy A-Z of words to watch out for.