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Guidelines

Formatting and links

This section provides guidelines for formatting and linking in Kinsta’s style guide.

  • Use unordered lists for listing items: If you’re listing three or more items, use an unordered list. Always end sentences with a period. If one of the items on your list ends in a period, all items should also end in a period for consistency.
  • Use ordered lists for steps: If you’re writing a tutorial with three or more steps, use an ordered list. Always end sentences with a period.
  • Link to other Kinsta content: Try to work on several links to other Kinsta resources in your piece. We have a universal search option on our site, which should make it easy to find topics related to your own. We can also help you find some Kinsta links for your content after you’ve finished your draft.
  • Do not mention competitors: At Kinsta, we do not mention or link to competitors, their products, features, or anything else related to them. But if you are required to mention a competitor’s name, you must link it to one of our comparison pages, never to their own websites.
    • We have an extensive (but limited) list of competitors. Note that any company or website owned by a direct competitor is also considered a competitor. Examples:
      • Awesome Motive (the company behind WPBeginner) owns a host of brands and plugins that we shouldn’t link to.
      • Faust.js is an open-source frontend framework developed by WP Engine. We do not mention, link to, or write about it.
    • Avoid linking to pages that highlight one or more competitors.
    • If you have any questions, reach out to the Editorial Team Lead or, ultimately, to the EVP of Marketing.
  • End with “Summary”: The last paragraph should always have a heading of “Summary.”

Quality and creativity

Ensure your content is creative, high quality, error-free, and unique. Thrive for helpful, easy-to-consume, and pleasant-to-read content, ensuring that your readers have learned something from you.

Read Goggle’s guide for more information on how to make your content helpful and interesting to your audience.