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This page lists the most important things you’ll need to do to start writing and designing UI content for Siteimprove experiences.

Guidelines and standardsUX writing and localization processGet help

Guidelines and standards

Writing and content standards guide teams in creating clear, consistent copy for Siteimprove products. These general principles work together with component-specific guidelines (e.g., Tabs > Writing) to cover both broad writing strategy and detailed implementation.


Grammar and mechanics

Adherence to these standards helps position Siteimprove as a reliable and trustworthy source of knowledge.

View guideline

Tone of voice

The way we write is an expression of who we are. It’s a reflection of our brand and the values we uphold as a company.

View guideline

Word list

Using words intentionally helps our users navigate. This guide contains approved words and how to use them in our UI.

View guideline

UX writing and localization process

Our UX writing process maintains copy quality while streamlining collaboration between design, product, and localization teams. UX Designers lead all copy decisions to ensure clear, consistent communication that serves our users.

Phase 1: Copy creation

  • UX Designer collaborates with Product Manager (PM) on copy during design phase.
  • UX Designer uses writing guidelines checklist before finalizing copy.
  • UX Designer documents final copy decisions in Figma.
  • UX Designer informs localization team what should be translated and what should not. For example, product names (not translated) vs. feature names (translated). This can be done by annotating directly in Figma or providing separate documentation.

Phase 2: Implementation & review

  • Developer creates translation keys (TK) and English strings using Figma as source of truth.
  • Developer creates translation task with information about TKs.

Phase 3: Sign-off & translation

  • UX Designer to review and sign off on translation keys (Jira status moved to "Signed off by UX")
  • Localization team reviews keys in Smartling, i.e. fixes grammar issues, typos, clarifies uncertainties with UX Designer and makes keys ready for translation.
    • Localization team is authorized to make improvements to UI copy without involving UX/PM as long as the original intent of the copy is unchanged.
  • Localization team sends strings for translation.
  • Localization team updates translation keys with translated content and notifies PM by moving the translation task to “Done”.

Get help

Questions about how translation keys work or when to involve the localization team? Request a demonstration to see the full process from string creation to translated implementation. Contact the localization team on the translations Slack channel for a hands-on walkthrough.