Copy Style Guide
The voice is practical, direct, plain-spoken and Australian. It should feel like a straight answer to a tradie, not like agency jargon.
Usage
- Use "no BS" in normal prose.
- Use "NO BS" only in all-caps hero lines or buttons.
- Use AUD for prices: AUD $100, AUD $199, AUD $19/year.
- Do not invent ratings, customer names, licences, insurance, guarantees or years of experience.
- Use real proof when supplied; otherwise use placeholders that ask for real information.
Tone Range
About page templates can be practical, family-run, professional or local. The customer chooses the tone so every page does not sound identical.