informational-copy

name	informational-copy
description	Write website copy that reads well, feels neutral, and builds trust through honesty and specificity. Use when writing or reviewing any website copy, service descriptions, migration guides, about pages, or category introductions. Trigger phrases include "write copy", "rewrite this paragraph", "review this copy", "write a migration guide", "write a service description".
argument-hint	what to write or review

Write website copy that reads well, feels neutral, and builds trust through honesty and specificity. For resource sites, directories, guides, comparison platforms, and any project where credibility matters more than conversion pressure.

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The core principle

Write like you're a knowledgeable friend explaining something to someone who's curious but skeptical. Back up every claim with specifics. Acknowledge trade-offs honestly. Let the reader draw their own conclusions.

The reader should feel informed, not sold to. If they sense you're pushing them toward a decision, you've lost their trust. If they feel you're helping them make a decision, you've earned it.

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Voice and tone

Sound like this

• A well-read friend who's done the research and is saving you time
• Someone who genuinely uses and understands what they're recommending
• A person who respects the reader's intelligence and doesn't over-explain

Don't sound like this

• A marketing team writing ad copy
• A Wikipedia editor summarizing for neutrality at the expense of usefulness
• An AI assistant hedging every statement with qualifiers
• An activist trying to convert people to a cause

The trust equation

Credibility comes from specificity + honesty about limitations.

"This service uses end-to-end encryption and stores data in Switzerland" is credible.

"This service is the most secure and private option available" is not. It's a claim without evidence, and the reader knows it.

Every time you acknowledge a limitation honestly, every positive claim you make becomes more believable.

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Writing rules

These rules apply to all copy output. Follow them strictly.

Always do

• Use clear, simple language. Short sentences. Active voice.
• Address the reader directly with "you" and "your."
• Support claims with data, numbers, or concrete examples.
• Focus on practical, actionable information.
• Use standard punctuation: periods, commas, colons. Nothing fancy.
• Put the action or key fact first in every sentence.
• Strip unnecessary adjectives and adverbs. If a word doesn't add specific meaning, cut it.

Never do

• Never use em dashes. Not once. Use periods, commas, or colons to connect ideas. Rewrite the sentence if needed.
• Never use semicolons.
• Never use the construction "not just X, but also Y." Rewrite as two separate statements or pick one.
• Never use metaphors or cliches.
• Never generalize. Be specific or don't make the claim.
• Never use setup language: "in conclusion," "in closing," "to summarize," "in summary," "it's worth noting," "it's important to note."
• Never use exclamation marks. One per page absolute maximum, and only if the context genuinely calls for it.
• Never use ellipses for dramatic effect.
• Never use ALL CAPS for emphasis.
• Never use hashtags.
• Never use emoji unless it's an explicit part of the brand voice.

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Words and phrases to never use

These signal "AI wrote this" or "marketing department approved this." They erode trust instantly.

Banned words

can, may, just, that (when unnecessary), very, really, literally, actually, certainly, probably, basically, could, maybe, delve, embark, enlightening, esteemed, craft, crafting, imagine, realm, game-changer, unlock, discover, skyrocket, abyss, revolutionize, disruptive, utilize, utilizing, tapestry, illuminate, unveil, pivotal, intricate, elucidate, hence, furthermore, harness, exciting, groundbreaking, cutting-edge, remarkable, remains to be seen, glimpse into, navigating, landscape, stark, testament, moreover, boost, skyrocketing, opened up, powerful, inquiries, ever-evolving, comprehensive, robust, state-of-the-art, seamless, seamlessly, leverage, dive into, dig into, dive deep, crucial, vital, essential, unleash, supercharge, turbocharge, revolutionary, streamline, elevate, empower, transform (unless literal), holistic, synergy, ecosystem (unless technically accurate), curated (unless you're a curator), shed light, not alone, in a world where, it

Banned phrases

• "In today's fast-paced world..."
• "It's important to note that..."
• "When it comes to..."
• "In order to..." (write "to")
• "Whether you're a... or a..."
• "Are you ready to take your X to the next level?"
• "Let's dive in" / "Without further ado"
• "At the end of the day..."
• "It goes without saying..."
• "Look no further"
• "One-stop shop"
• "Best-in-class"
• "In conclusion" / "In closing" / "To summarize"
• "Not just X, but also Y"

What to use instead

Replace vague praise with specific facts:

Don't write	Write instead
"comprehensive solution"	"covers email, calendar, contacts, and file storage"
"seamless migration"	"migration takes about 20 minutes and imports your existing data automatically"
"robust privacy features"	"blocks trackers by default and doesn't collect browsing history"
"cutting-edge encryption"	"uses end-to-end encryption. Even the service provider can't read your data."
"trusted by thousands"	"used by 1.2 million accounts across Europe"
"can help you save time"	"saves about 4 hours per week"
"may improve your workflow"	"replaces three separate tools with one"

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Sentence rhythm

Vary your paragraph length. This is the single most important thing that separates readable copy from walls of text.

Short statement. Clear and direct.

Then a longer sentence that adds context, develops the idea, and gives the reader something concrete to work with. A number, a comparison, a specific example.

Then short again.

This creates a rhythm. The eye doesn't fatigue. People read further than they planned to.

What kills rhythm:

• Every paragraph being the same length
• Every sentence starting the same way
• Long blocks of text without any short punchy lines
• All short fragments with no breathing room
• Passive voice ("the data is stored" vs. "they store your data in Switzerland")

Read your copy out loud. If you stumble, the reader will too. If it sounds like a textbook, rewrite it.

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Writing patterns by page type

Homepage hero

Formula:

[Clear value statement. What the site helps you do.]

[1-2 sentences acknowledging the problem honestly, without moralizing.]

[What the site provides. Be specific.]

[Simple call to action that tells them what happens next.]

Good example:

Your data, your rules. Find European alternatives to the apps you use every day.

Big tech services are convenient, but they come with trade-offs. Data collection practices and legal frameworks don't always align with European privacy standards. We list EU-based and open-source alternatives across every major category, with step-by-step guides to help you make the switch.

Search for a service you'd like to replace.

Bad example:

Take back control of your digital life!

Are you concerned about your privacy? In today's world, American tech giants are amassing unprecedented control over our data. Switch-to.eu is your comprehensive one-stop shop for seamlessly transitioning to European alternatives!

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Category page introductions

Formula:

1. Open with a concrete fact or relatable scenario (not a definition)
2. State the problem plainly, without moralizing
3. Describe what the alternatives offer differently
4. Acknowledge the real friction or trade-off
5. Point to what the reader does next

Good example (messaging):

WhatsApp is owned by Meta. Telegram stores messages on its servers in a way that's raised concerns among security researchers. iMessage only works within Apple's ecosystem.

The messaging apps here are built by European companies or open-source projects, with privacy as a core feature rather than an afterthought. The hard part isn't installing a new app. It's convincing the people you talk to every day to join you.

Our migration guides cover that too, including message templates you send to your contacts.

Bad example:

Secure, private messaging applications based in Europe offering alternatives to mainstream chat services. In our increasingly connected world, messaging privacy has never been more crucial. Discover our comprehensive collection of EU-based messaging solutions.

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Service descriptions

Formula:

[Service Name] is a [country]-based [type of service] built for [who it's for].

[1-2 sentences positioning it: how does it compare to the well-known service it replaces, or to other alternatives in the same category? What's its specific angle?]

What stands out:

• [Specific feature, with numbers or details]
• [Specific feature]
• [Migration/switching note if relevant]

Worth knowing:

• [Honest limitation]
• [Honest limitation or pricing context]

Based in: [Country]. Free tier: [Yes/No + details]. Platforms: [list].

The "Worth knowing" section is not optional. Every service has trade-offs. Listing them makes everything else more credible.

Positioning pattern: "Where [known service] focuses on [X], [this service] takes a different approach: [Y]."

This helps readers who already understand one service quickly grasp what makes this one different.

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Migration guide introductions

Formula:

Switching from [Service A] to [Service B]

[1 sentence: what Service B does and why someone might choose it]

[Time estimate for the technical switch + what the real challenge is]

Before you start: [The one thing people wish they'd known before starting. Data that won't transfer, preparation needed, etc.]

Good example:

Switching from Gmail to ProtonMail

ProtonMail is an encrypted email service based in Switzerland. Even ProtonMail's own servers can't read your messages.

The migration itself takes about 30 minutes. ProtonMail has an import tool that pulls in your existing emails and contacts. The bigger adjustment is getting used to a different interface and remembering to update your email address on the services that matter most.

Before you start: Make a list of the 10-15 accounts where your email address matters most (banks, government, work). Update those first.

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Migration guide steps

Keep steps short and action-oriented. Action first, context second. Active voice throughout.

Good:

Step 3: Import your existing emails

Open ProtonMail settings. Go to Import/Export and select "Import from Gmail." Sign in with your Google account when prompted. The import runs in the background. Large mailboxes take a few hours.

Tip: Labels in Gmail become folders in ProtonMail. If you have dozens of labels, clean them up before importing.

Bad:

Step 3: Seamlessly Transfer Your Email History

One of the most important aspects of any email migration is ensuring that your valuable email history is preserved. ProtonMail offers a comprehensive import tool that allows you to effortlessly transfer all of your existing emails, contacts, and calendar entries from your previous email provider. This state-of-the-art migration feature ensures that no data is lost during the transition process.

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About pages

Formula:

1. Who you are. Specific, human, not a mission statement.
2. Why this exists. The real origin, not the polished version.
3. What you believe. Stated as a position, not a sermon.
4. How it works. Especially: how you make money (or don't), and how content stays accurate.

Key line to include somewhere: A sentence that shows intellectual honesty about the space. Something like: "Not every EU service is automatically better, and not every non-EU service is automatically bad. The point is that the choice should be informed and easy to act on."

This single kind of statement prevents the entire site from being dismissed as biased.

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Honesty patterns

These are the highest-trust moves in informational copy.

Acknowledge trade-offs

"Signal is widely considered the most private messaging app available. The trade-off is a smaller user base, which means fewer of your contacts are on it."

Admit when something isn't great

"The interface is functional but not as polished as Gmail's. If design matters to you, that's worth considering."

Quantify instead of claiming

Instead of "blazing fast," write "pages load in under 200ms." Instead of "trusted by many," write "used by 1.2 million accounts." Instead of "easy to set up," write "setup takes about 5 minutes."

Use neutral framing for comparisons

Instead of "Gmail spies on your data," write "Gmail scans email content to power features like Smart Reply and targeted advertising." Instead of "Big tech is evil," write "These companies operate under US legal frameworks, which handle data privacy differently than EU law."

The goal is to let facts do the persuading. If the facts are compelling, you don't need to editorialize.

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Flow techniques

Borrowed from direct response, adapted for informational writing.

Bucket brigades

Short transition phrases that smooth the gap between paragraphs:

• "Here's the thing."
• "That said..."
• "The real question is..."
• "In practice..."
• "There's a catch, though."
• "What this means for you:"

Use 2-3 per page. More than that feels manipulative in an informational context.

Curiosity gaps (use sparingly)

In sales copy, curiosity gaps are used aggressively. In informational copy, use them gently. Keep people reading without overpromising.

Appropriate: "The technical switch is easy. The social part is where it gets interesting."

Too aggressive: "What I'm about to tell you will change how you think about email forever."

The "before you start" pattern

For guides and tutorials, front-load the thing people most need to know:

Before you start: [The one thing that would frustrate them if they found it mid-process]

This builds trust immediately. You're saving them time and frustration, not hiding the hard parts to keep them reading.

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Formatting rules

• Use headers to create scannable structure, but don't over-nest. H2 and H3 are usually enough.
• Bold sparingly. Use for service names, key terms, or section labels. Not for emphasis on random words.
• Keep paragraphs to 1-3 sentences for web copy.
• Use bullet points only when listing genuinely parallel items (features, steps, options). Don't bullet-point prose.
• One idea per paragraph.
• No emoji unless part of the brand voice.
• No em dashes. Anywhere. Use periods or commas.
• No semicolons.
• No hashtags.
• No markdown formatting in final copy output (no asterisks for bold/italic). Use plain text or the CMS formatting tools.

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The test

Before publishing any copy, read it out loud and check:

1. Does it sound like a person explaining something, or like a website?
2. Would you trust this if you read it on someone else's site?
3. Is every claim backed by a specific detail?
4. Did you acknowledge at least one trade-off or limitation?
5. Could a skeptical reader finish this and feel respected, not manipulated?
6. Is it about their decision, or about your opinion?
7. Are there any em dashes? Remove them.
8. Is every sentence in active voice?
9. Did you cut every adjective and adverb that doesn't carry specific meaning?
10. Did you avoid every banned word and phrase?

If any answer is wrong, rewrite that part.

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Quick reference

For positioning a service: "Where [known alternative] focuses on [X], [this service] takes a different approach: [Y]."

For setting expectations: "The switch takes about [time]. The harder part is [real friction]."

For honest callouts: "Worth knowing: [limitation that builds credibility]."

For category intros: Concrete fact about the mainstream option. What the alternatives do differently. The real trade-off. What the reader does next.

For guide steps: Action first. Explanation second. 2-3 sentences max. Tips and warnings in separate blocks.

For building trust: State facts. Acknowledge trade-offs. Let the reader decide.

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Integration with Payload CMS

This tone of voice applies to all content written for switch-to.eu, whether entered manually or via the Payload MCP tools. When other skills (/write, /humanize, /translate) reference "informational-copy tone," they mean these rules.

Content collections in Payload: services, guides, landing-pages, pages, categories. All have localized text fields (en, nl) and SEO metadata tabs.