Editorial Style Guide

Bold type

  • Use bold type to reference on-screen instructions, commands, menu items, or buttons: Tap the Transfer icon.
  • Use bold type for emphasis, but do so sparingly.

Collective nouns

  • Nouns such as committee, government and team take a singular verb or pronoun when thought of as a single unit, but a plural verb or pronoun when thought of as a collection of individuals:
    • The committee gave its unanimous approval to the plans;
    • The committee enjoyed biscuits with their tea.
  • RingCentral is a single entity, and needs a singular verb or noun, e.g., RingCentral is a leading communications company, RingCentral announced the release of its new video conferencing platform.


  • Use contractions to keep text short and pace high.

Date style

  • If writing out the date: August 3 or August 3, 2016, or Monday, August 3, 2016 (no ordinal).
  • If using numerals: 8/3/15.


  • Use all capital letters.
  • On datasheets, eBooks, white papers, and briefs, this is the text in the footer on all the pages except for the last page. It should match the title of the document.
  • On web pages, this is the small text above the heading.

Italic type

  • Italicize words or phrases for emphasis, but do so sparingly.
  • Italicize foreign words or phrases that don’t appear in a dictionary: muchas gracias.
  • To use italics in an already-italicized phrase, set in roman type: RingCentral is the best communications platform.
  • Italicize titles of white papers, video series, case studies, books, movies, magazines, newspapers, TV and podcast series (not individual episodes), plays, operas, and music albums. | See Quotation marks.

Job titles

  • Use title case for an individual’s job title: Kira Makagon, Executive Vice President of Innovations.
  • Exception is in press releases, which uses AP style and lowercase titles when following an individual’s name.


  • Follow sentence case capitalization/formatting rules. | See Sentence case (“down style”).
  • If the bulleted items are complete sentences, use appropriate punctuation (periods, question marks). If they’re sentence fragments, don’t use periods.
  • Use a colon after the lead-in text.
  • If there is no lead-in sentence (that is, the list falls below a subheading or is a stand-alone list), no colon is needed.
  • Capitalize the first letter after the bullet or number.
  • Be consistent. Each item in a list must be structured the same way. That is, all list items should be either fragments or complete sentences. Match tone, active or passive voice, and verb tense throughout a single list.

Meta descriptions

  • Meta descriptions have a maximum of 155 characters (including spaces and punctuation). The rule of thumb for meta descriptions is for it to not be shorter than 50 characters or longer than 155 characters. As long as the description accurately describes the content of the page and follows that rule of thumb, we should be okay.
  • Follow sentence case capitalization/formatting rules. | See Sentence case (“down style”).

Meta titles

  • Meta titles have a maximum of 55 characters (including spaces and punctuation).
  • Follow title case capitalization/formatting rules. | See Title case (“up style”).
  • Separate “RingCentral” from the rest of the meta title with a horizontal bar: Visual Voicemail | RingCentral.
  • Use an en dash (–) to separate keywords/keyword phrases: Virtual PBX – Cloud PBX | RingCentral.

Phone numbers

  • Phone style: 888-528-RING

Plural nouns

  • To form the plurals of numbers or abbreviations, simply add “s”: on-site PBXs, from the 1980s.
  • To form plurals of words that end in “s,” don’t use an apostrophe: the Joneses, not: the Jones’.

Possessive nouns and pronouns

  • To form the possessive of numbers or abbreviations, add an apostrophe and “s”: 81’s square root; IT’s budgets.
  • To form the possessive of words that end in “s,” add an apostrophe (not an additional “s”): Judge Thomas’ ruling.
  • Possessive pronouns don’t require an apostrophe: hers, his, theirs, its, yours, ours.

Time style

  • 1:00 p.m.
  • 11:30 a.m.
  • Use noon instead of 12:00 p.m. or midnight instead of 12:00 a.m. to avoid confusion.

Web and email addresses

  • Unless needed for clarity, don’t capitalize web or email addresses. Learn more at ringcentral.com.
  • Do not include www or http/s in URLs.
  • If a URL comes at the end of the sentence, use a period after. Be sure the period is not part of a hyperlinked URL.