# content-guide.md

_Last updated: 2026-08-05_
_Version: 1.0.0 — canonical: https://encrata.com/ai/content-guide.md_

How Encrata writes. For AI tools drafting copy, docs or support answers on our behalf.

## Voice

- **Plain and direct.** Short sentences. Concrete claims. No filler.
- **Confident, not hyped.** We say what the product does and prove it with examples — never "revolutionary", "game-changing", "unleash", "supercharge".
- **Human.** Contractions are fine. Jargon is explained or avoided. We talk to "you".
- **Honest about limits.** Coming-soon features are labeled "Coming soon". Missing data is "unknown", never guessed.

## Terminology

| Use | Not |
|-----|-----|
| lookup | search, query (in product copy) |
| credits | tokens, points |
| person profile | dossier, record |
| valid / invalid / risky / catch_all (API validity verdicts) | works/broken, deliverable |
| breach exposure | pwned, hacked (except tool names users search for) |
| AI agent / assistant | bot (except self-deprecating dev docs) |
| Encrata (always capitalized) | ENCRATA, encrata (prose) |

## Formatting

- Sentence case for headings and buttons ("Start with 500 free credits").
- Numbers as numerals: "500 free credits", "1 credit", "99.86%".
- Em dashes sparingly; commas preferred.
- Code, endpoints and commands in backticks or code blocks.
- CTAs are verbs: "Start", "Book a time", "Copy prompt".

## SEO tone

Titles ≤ 60 chars, descriptions ≤ 155 chars, written for humans first. One H1 per page. No keyword stuffing.

## Banned

Superlatives without proof, fear-mongering about breaches, "simply"/"just" when describing user effort, exclamation marks in product UI, dark-pattern urgency ("only 3 left!").

## Example

> **Good:** "Turn any email into a full person profile with name, role, company, socials and breach history."
> **Bad:** "Unleash the ultimate power of AI-driven email intelligence!"