Brand

Writing and copy

Voice, the words we use and avoid, locked strings, and patterns for errors, empty states, and handoffs.

#Voice

Write as a sharp ops lead would: calm, direct, specific. Write from the owner’s side of the screen.

Numbers first, adjectives last“Revenue rose 12%” beats “Great week!”.

Short, active sentencesButtons say what happens. Errors say what went wrong and how to fix it.

The owner’s wordsStores, weekly pack, connect your store. Not tenants, ingestion, or OAuth.

Concrete over cleverNo brochure language. If a line could sit on any SaaS site, rewrite it.

#Say

storesweekly packweekly reportstore pageMonday digestrevenueorderssessionsweek over weekthis week’s actionfirst pack freefounding price

#Don’t say

dashboardWeekwright ProShopifyStripeshopsportalAI-poweredAI insightsgenerativeintelligentplatformsuiteecosystemwhite-glovetailoredbespokecustomizableunlocksuperchargeleverageempowerseamlessrevolutionarynext-gencutting-edgeagency of recordfull-service

The four that are enforced by tests

dashboard, Weekwright Pro, Shopify, and Stripe must never appear in UI strings. The app fails its tests if they do. Internal code and comments may name vendors. Buttons, headings, nav, emails, and empty states may not.

The weekly view is a store page and the report is a weekly report. The one place “dashboard” belongs is an answer that refuses the category: the product is a weekly pack, not another dashboard to check.

#Locked strings

These are fixed. Use them exactly. If a string you need is not here, add it here first and then to the product.

String	Job
Continue to secure checkout	Leave Weekwright briefly to pay
Connect your store	Leave briefly to approve store access
Manage billing	Plan, payment method, invoices
This week’s action	The fixed label on the recommended action. Not “Do this Monday”
Waiting for first report · Connected · Ready · Failed	The four status lines
Weekwright or Founding	The plan label. Never Pro
Profile · Billing · Store connection · Support	Settings sections, in this order

The full list is in copy/ui-strings.md.

#Patterns

#Handoff lines

Handoff copy

You’ll leave Weekwright briefly to approve access, then come back.
You’ll leave briefly to pay, then come back.
Payment details are entered on a secure checkout page. We never ask for your card on Weekwright.

Code

<ul class="checklist" style="margin:0">
  <li><svg class="icon" viewBox="0 0 24 24" aria-hidden="true"><path d="M5 12.5l4.5 4.5L19 7.5"/></svg> You’ll leave Weekwright briefly to approve access, then come back.</li>
  <li><svg class="icon" viewBox="0 0 24 24" aria-hidden="true"><path d="M5 12.5l4.5 4.5L19 7.5"/></svg> You’ll leave briefly to pay, then come back.</li>
  <li><svg class="icon" viewBox="0 0 24 24" aria-hidden="true"><path d="M5 12.5l4.5 4.5L19 7.5"/></svg> Payment details are entered on a secure checkout page. We never ask for your card on Weekwright.</li>
</ul>

No SPA, API, or OAuth jargon on screen.

#Errors

Three parts, in order: what went wrong, what to do, and, only if it helps, where to get help. No apology, no blame, no error codes on screen.

Do

That email and password don’t match. Check them and try again.

We couldn’t reach your store. Reconnect it in Settings.

Don’t

Oops! Something went wrong. Sorry about that.

Error 401: invalid OAuth token.

#Empty and waiting

One status line, honest about timing. No sample numbers, no placeholder charts.

Do

Queued · first pack Monday

Don’t

Your insights are being supercharged!

#Buttons and links

Verb plus noun: Connect your store, Open store →. No “Submit” or “OK”.
Cancel is Cancel. Do not invent alternatives.
Sentence case everywhere. No Title Case Buttons, no ALL CAPS except the small .label style, which is set in CSS.

#Numbers, money, and dates

Type	Format	Example
Money	Currency symbol, thousands separator, no decimals when whole	$18,420 · $59.50
Change	Arrow, one decimal, percent	↑ 12.4% · ↓ 3.1%
Change in running text	Sign and real minus	+12.4% · −3.1%
Week range	Short month, en dash	Sep 14–20 · Sep 28–Oct 4
Short date	Short month, day	Sep 28
Counts	Thousands separator	9,840

Never sum across currencies

If a total would mix currencies, show each separately and say so where totals appear.

#Sample copy

Moment	Words
Signature	Weekwright. One pack. Same sections. Every week.
They ask for a custom layout	No. The pack is the product. Same sections, every week. Numbers first. One action.
They ask if it is AI	It’s a weekly pack. Same sections, on time. Not another dashboard to check.
Before the first pack	Waiting for first report. One status line. No sample numbers.