Unlike long-form content, functional copy within a transactional journey should get a user through a task as quickly as possible.
This means it needs to be efficient(ie short and direct), but not abrupt.
It should be clear from a label, link or call to action what you can expect to find under it before you click.
Depending on your tone of voice guidelines, you should always use basic English, for example:
Need(not require)
Continue(not proceed)
Check(not validate)
Buy(not purchase)
Price(not premium)
Where possible use lower case text, although title case can be acceptable for page titles, as long as you’re consistent throughout.
When writing numbers within sentences, write numbers below ten in words and numbers above ten numerically(unless at the start of the sentence).
Use a % sign for percentages, and always use a 0 in front of a decimal point if there are no numbers in front of it. Never go to more than two decimal places.
Spell out first, second, ninth etc. And write dates as day, month, year, with the month written out, for example 10th January 2017.
Headers and subheaders
A header should set the customer’s expectations for the page they’re on. It helps them to identify the part of the journey they are in, and it also helps them know what they’ll need to do next, for example:
Your personal details
Or
Your claim
Whether you use title case or not will be determined by your brand style guidelines.
What this document covers
Some general points
Headers and subheaders