Gravity Payments Local Business

Style and Usage Guide

Reference resources

Copy style: The “AP Stylebook”

Dictionary: “Webster’s New World College Dictionary.” Available via the “AP Stylebook” site.

Further usage guidance: “The Oxford Dictionary of American Usage and Style,” by Bryan Garner.

Gravity-Specific Usage Guidelines

Don’t reference it unless it’s relevant to what you’re writing.

Alt text
Add to every image.

In general, only use an apostrophe when you need to form the possessive of the word; not the plural.

  • The new CFO’s office had its own entrance.
  • A hard day’s work.
  • Laura’s book was damaged by the rain.

If the word ends in s, just add an apostrophe to form the possessive.

  • Everyone stared at Charles’ new car, a Tesla Model S.

Buttons should always contain actions. The language should be clear and concise. Copy is in all caps.

Use sentence case.

Use the serial (Oxford) comma before the “and” or “or” in lists.

Starting a sentence with a conjunction, such as “and” or “but” is totally fine.

Use contractions (it’s, you’re, they’re, she’s) in your writing to make the tone conversational.

Use em dashes with a space on each side of the dash for setting off text or emphasizing a point in a sentence.

Department names
The names of departments are always lowercase. E.g.: The people in the sales department love to play board games.

Don’t reference it unless it’s relevant to what you’re writing.

Dropdown menu titles
Use all caps.

Use non-spaced ellipses, but add a space between the words and the ellipses.

En dash
Use en dashes to show ranges of dates or times (an exception to AP usage).

Use all caps.

Form fields
Use title case for titles and sentence case for the fields themselves.

On most pages (excluding the blog), headlines are in all-caps. Subheadines are in sentence case and have periods.

Don’t say things like “Click here!” or “Click for more information.” Instead, link relevant keywords in context.

Use periods after list items, even if they form incomplete sentences. Don’t use semicolons or “and” after list items.

Phone numbers
Use this format: 719-430-0124

Preferred as a pronoun when the gender of the person is unknown or where it is the person’s preference.

Quotation marks
Periods and commas always go inside quotation marks.

  • “I was riding my bike,” Carol said, “when a deer jumped over the trail.”

Question marks and exclamation points go inside quotation marks only when they’re part of what the speaker is saying.

  • Sally said, “Would you like fries with that?”
  • Sally asked if John would like fries with that. Can you believe he said “I would”?

Colons, semicolons, and dashes always go outside quotation marks.

  • The following should report to the room marked “Staff”: office managers, marketers, social media managers, and customer service agents.

Radio buttons
Use sentence case.

Like this: 9 a.m. 9 p.m. 9-10 a.m.

Avoid it.

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