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Fraction Consulting Blog - Style Guide

This is the style reference guide for writing blog posts at Fraction Consulting in a clear and consistent theme.

This is intended to be a living document and will be updated regularly.

Table of Contents:

General Guidelines

Understand Your Audience

Before you write ask yourself, “What does the reader want to know?” not, “What do I want to say?” Who is going to read your content? How might they be feeling? What tone should you use to address the reader’s needs and expectations?

Help people find the information they need quickly and easily by placing it where it makes most sense to the primary user.

Use Plain English

Web Content Accessibility Guidelines (WCAG) say: “using the clearest and simplest language appropriate is highly desirable.”

  • Make content clear and understandable.
  • Choose easy and short words not formal, long ones.
  • Write so the content can be easily read by most people and easier to scan read.


  • “buy” not “purchase”
  • “help” not “assist”
  • “about” not “approximately”

Avoid Jargon

Jargon can be too general or vague and lead to misinterpreations. Instead, think about what the term actually means and describe that. Be specific.


  • “Let’s circle the wagons offline to align on the go-forward plans” <– This uses jargon.
  • “Let’s have a smaller meeting to agree on the plan” <– This says the same thing without jargon

Use an Active Voice in First Person

Write as if you are talking directly to your readers with the authority of someone who can help and inform them.

Writing Guidelines

Title of a Section

Always capitalize the main parts of a section title or header. Common words in the list below to do not have to be capitalized:

  • “a”
  • “of”
  • “the”
  • “this”

:heavy_check_mark: Good Examples

This is a Good Example of a Good Title Header

:x: Bad Examples

This is a bad example of a bad title header This Is A Bad example again

Sentence Styling


Use a single space after a period.

Commas and periods go within quotation marks.

:heavy_check_mark: Good Examples

“I did nothing wrong,” he said. She said, “Let’s go to the security conference.”

The Oxford Comma

Use it.

:heavy_check_mark: Good Examples

Use it, use it, and use it so we won’t have any problems!

:x: Bad Examples

If you use it like this, or this or that we won’t have a good time.


Bullet points, ordered lists, or unordered lists can be used separately but not mixed together.

Sentences in bullet point, ordered list, or unordered list form can end with a period (.) or not. Just be consistent with what is used throughout the article