Style overview and resources
Rules and resources to get you started quickly.
Style at a glance
Check spelling and grammar multiple times. Write your copy in an application that has a spell checker.
Always use the serial (Oxford) comma. When listing a series of related items, always use a comma after every item, including the comma before “and” or “or”: red, blue, orange, and green. | See Comma.
Almost always use contractions and the first person ‘You’, ‘Your’ etc. Also, be mindful that sometimes the audience is the IT buyer, and sometimes it’s the end user.
Use sentence case for titles and headings. Capitalize the first word and nothing else (except for proper nouns) in headings, subheads, hero text, email subjects, etc. | See Sentence case.
Be consistent with list items. Don’t use some list items that are sentence fragments and some that are complete sentences. Make them consistent. | See Lists.
Be consistent with branded terms for products. It’s always RingCentral, not Ringcentral, Ring Central, RC, or RINGCENTRAL. It’s always RingCentral Video, not RCV.
RingCentral sells a communications (with an “s”) system. “Communication” is the act of a person interacting with another. “Communications” is the means of connecting people and sending or receiving information—this is what RingCentral sells.
Add trademark or registered trademark symbols only on first and most prominent use. Unless otherwise noted, trademark symbols are only needed on the first mention of the term.
Use the active voice and lead with dynamic verbs.
Avoid using exclamation points.
Avoid punctuation in sentence-case headlines.
Use an m dash, not a hyphen, to offset an additional thought.
Be concise. Try parallel structure.
Sources and references
- RingCentral’s house style is primarily based on The Chicago Manual of Style (chicagomanualofstyle.org). The Associated Press Stylebook (apstylebook.com) is a secondary source.
- In instances where those style guides lacked information, The Copyeditor’s Handbook, Third Edition was consulted.
- The Merriam-Webster Dictionary (m-w.com) is the primary dictionary for RingCentral’s house style. New Oxford American Dictionary (ox- forddictionaries.com/us) is a secondary source.
- For industry-specific terms, Newton’s Telecom Dictionary was the primary source.
Voice and Tone
Because we’re the #1 trusted platform—from our enterprise-grade security to our carrier-grade reliability.
We sound straightforward . We use clear, uncomplicated language and leave no room for doubt.
Because we’re innovators who've led the industry for 21 years—and we’re just getting started.
We sound confident. We respond to customers in ways that are thoughtful and direct to show our expertise.
Because we support teams big and small—our global platform makes collaboration simple and powerful.
We sound helpful. We are empathetic when we speak—we’re here to make it easier for people to get work done.
Because we bring people together—after all, we’re a conversational company first.
We sound conversational. We invite our audience to join the conversation by always being approachable.
Voice and tone writing tips
Keep these best practices in mind to make your copy compelling, clear, and conversational.
- Be human. Write the way you would talk.
- Be concise. Use as few words as possible.
- Be inclusive. Celebrate diversity.
- Stress-test it. Check for understanding.