House style is plain English, active voice, second person where natural, with numerals for all figures (never spell out "five" for a spec), units matched to the reader's region, and one clearly stated recommendation per article rather than hedged "it depends" conclusions. This guide is the reference for every writer and editor before a piece ships.
Quick style rules
| Element | House rule |
|---|---|
| Numbers | Always numerals for specs, prices, and measurements (e.g. "9 hours", not "nine hours") |
| Units | US articles: mph/mpg/USD. UK: mph/mpg (UK gallon) or L/100km where relevant, GBP. India: km/h, kmpl, INR |
| Headings | Sentence case, not Title Case |
| Second person | Used for guides and how-tos ("you'll need"); avoided in news/trend explainers |
| Brand mentions | Full model name on first use, shortened form after ("Toyota Corolla" then "Corolla") |
Voice and tone
Direct, confident, and plain-English. We write like a knowledgeable friend, not a brochure and not a textbook. Every recommendation states who it suits and who it doesn't — balanced, not neutral to the point of being useless.
Structure every article follows
- A quick-answer summary with real numbers near the top, not buried at the bottom
- Descriptive H2/H3 headings a reader could scan alone and still get the gist
- Short paragraphs (2-4 sentences) — long unbroken blocks are split up in edit
- A callout box for warnings, common mistakes, or must-know caveats
- FAQ section phrased as real search queries, not marketing questions
Words and phrases we avoid
| Avoid | Use instead |
|---|---|
| "It depends on many factors" (as a conclusion) | The actual factors, with a stated range or example |
| "Best-in-class", "industry-leading" (unsourced) | A specific, attributed comparison or figure |
| "Simply" / "just" (minimizing a real task) | Remove, or state the actual steps/time/cost involved |
| Passive voice for who did what | Active voice naming the actor |
Formatting conventions
Bold is reserved for genuinely key figures or terms, not whole sentences. Bulleted lists are used for parallel, unordered items; numbered lists only for sequential steps. Tables are used whenever comparing three or more items across the same attributes — it's easier to scan than prose.
A single article should not mix units or currencies from different regions. If a topic spans regions, either split it into region-specific versions or clearly label each figure with its region.
Who enforces this
Copy editors check style compliance as part of the standard fact-checking pass described in our Fact-Checking Policy. Repeated style issues are addressed with the writer directly rather than silently fixed article after article.