settings”, not “Edit Shipping Settings”. • Buttons follow a verb + noun pattern. “Add product”, not “Add a product”. • Merchants are the focus (it’s not about Shopify). “Offer one-per-customer discount codes”, not “We’ve made discount codes better”. • Nouns and verbs are consistent. Don’t use “remove” and then switch to “delete”. • Culturally specific idioms and metaphors have been replaced (i18n yo). “Wait”, not “sit tight”. • Active voice is used as much as possible. “Dylan ate pizza”, not “Pizza was eaten by Dylan”. • Sentences are short. No unnecessary words. • Content isn’t repeated. Body content shouldn’t repeat exactly what the heading says. • Bold and italics are avoided. When in doubt, don’t bold. • Jargon and big fancy words have been replaced with the shortest and simplest words. • We're aiming for a grade 7 reading level. • Lead with the merchant benefit, then explain what the merchant needs to learn/do to get there.