# 📝 Crispy Goat Microcopy Guide – Client Projects

For client-facing websites, our copy must reflect **their tone**, not ours. That said, all Crispy Goat projects share one thing: **copy that feels human, intentional, and never robotic.**

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## 🧠 General Tone & Voice

- Clear, direct, and human
- Friendly but not casual unless the brand calls for it
- No marketing clichés or AI-sounding nonsense
- Helpful microcopy beats witty microcopy — but we’ll take both
- Tone should reflect confidence, not desperation

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## ✅ General Writing Principles

- Keep sentences short and clear
- Prefer active voice
- Use contractions (“you’re,” “we’ll”) unless it feels off-brand
- Avoid jargon unless it’s native to the audience
- Avoid anything that sounds like ChatGPT 3.5 wrote it in a rush

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## ✍️ Button Copy

| Purpose         | Text Examples                    |
|------------------|----------------------------------|
| Primary CTA      | `Get Started`, `Book a Demo`, `Explore Plans` |
| Secondary        | `Learn More`, `See How It Works` |
| Form Submit      | `Send Message`, `Submit Inquiry` |
| Danger / Delete  | `Delete`, `Remove`, `Yes, I’m Sure` |

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## 📋 Form Microcopy

- Labels must be clear and expected
  - `Full Name`, `Email Address`, `Company`
- Placeholders may add a touch of tone
  - `you@domain.com`, `Let us know what you're looking for`
- Error messages:
  - `This field is required.`
  - `Please enter a valid email address.`
  - `Passwords must match.`

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## 📭 Empty States

- No data:  
  `No records yet. Check back soon.`
- Search no match:  
  `We couldn’t find anything. Try a different filter.`
- Form not started:  
  `Fill in the basics to get started.`

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## 🚫 What to Avoid

- “Welcome to our website”
- “Please don’t hesitate to contact us”
- “Innovative solutions for modern problems”
- “We pride ourselves on excellence”
- Any vague industry filler phrases

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## 💬 Footer & Utility Copy

- `© 2025 [Client Name]. All rights reserved.`
- `Built with care by Crispy Goat.` (Optional tag)
- `Made in [Location] · Powered by [Tech or Platform]` (Optional, clean)

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## 🎨 Optional Personality Touches (Use Sparingly)

If the brand tone allows a little playfulness:

- 404 Page:  
  `Looks like you took a wrong turn. Let’s get you back.`
- Confirmation screen:  
  `We got your message. Someone will reach out soon.`
- Easter egg:  
  `Nice hover. You’ve got good taste.`

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## 🧠 Summary

Client-facing copy should:
- Reflect their brand voice first
- Be smart and human, never stiff or soulless
- Help the user, not distract them
- Include subtle personality — but keep it *their* personality

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If you're unsure, ask:
> Would this sound natural coming from a person, or does it feel like filler?

If it’s filler, rewrite it.