Plain
Say what it is. Short words, short sentences, no jargon a founder would have to look up.
A modern website designed and built to perform.
Guidelines
Voice & tone
Builtwell writes like a good designer talks: plain, direct, a little bold, and warm. The voice stays the same everywhere; the tone moves with the moment.
Voice
Four traits, each with a line from the site that shows it.
Direct
Talk to one person, as you. Lead with what they get, then how.
Your designer on call every month, without hiring.
A little bold
Have an opinion and a wink. One sharp line per section, not every line.
Typography exploration, especially if you're tired of Inter.
Warm
Generous and human. Builtwell wants to be a friend after the project, and writes like one.
Zero obligation, except that you gained a friend.
Headlines
Lead with the reader's problem in their words. A claim anyone could make is not a headline.
Branding isn't a logo. It's the feeling people get when they think about you.
Innovative solutions that empower your brand's digital journey
Calls to action
Name what happens next. A button is a promise, so make it a specific one.
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Words
| Say | Avoid |
|---|---|
| Builtwell | Built Well, BuiltWell, built well (as a pun) |
| we, you | the client, the user, our partners |
| studio, small team | agency of record, full-service powerhouse |
| design, build, make, ship | leverage, synergise, empower, unlock |
| the work, projects | solutions, deliverables (in headlines) |
| craft, well made | cutting-edge, world-class, best-in-class |
Tone by context
Same voice, different volume. Match the moment the reader is in.
| Where | Tone |
|---|---|
| Home, services, startups | Bold and quick. One idea per section, a line that lands. |
| Projects | A story: the business, the problem, what changed. The client is the hero. |
| Proposals and pricing | Calm and exact. Fees, dates and scope, stated once, without hedging. |
| Forms, errors, the builder | Plain and helpful. Say what happened and what to do next. |
Mechanics
- Sentence case for headings and buttons. The h1, h2 and display classes set the caps; don't type them.
- No em dashes. Use a comma, a colon or a full stop.
- Builtwell is one word, in copy, in alt text and in prompts.
- Prices with the currency and thousands separator:
$12,000,$4,500 a month. - Contractions are fine: we're, you're, isn't. They sound like a person.
- One exclamation mark a page, if that.