Grammar and mechanics

Writing-level grammar and punctuation. For buttons, labels, dialogs, and density — those rules are enforced in code review via the design system voice page.

Casing

Sentence case for all UI elements: "Save changes", not "Save Changes" or "SAVE CHANGES". Headlines on marketing pages also use sentence case.

Punctuation

Numbers

• UI counts: numerals — "3 remaining", "14,000 events"
• Ratings: one decimal always — 4.0 not 4 (product vocabulary)
• Marketing: numerals for data; words for casual prose when it reads more naturally

Contractions

Yes in marketing, product, and email — "you'll", "we'll". Legal pages may stay formal without contractions where clarity demands it.

Active voice

Prefer active voice. Passive is acceptable when the actor is unknown or irrelevant ("Reviews are verified against the roster").

Humanizer guardrails

Marketing and editorial copy should sound human, not AI-generated. Avoid:

• Significance inflation ("pivotal moment", "landscape", "testament")
• Promotional filler ("nestled", "vibrant", "groundbreaking")
• Formulaic setups ("The truth is", "Here's the honest version")
• Em dashes as default punctuation — use commas, periods, or restructure

Specific claims need specific sources. Vague attributions ("experts say") are not allowed in Sporting Scouter copy.