Abbreviations and acronyms
It’s best to avoid using abbreviations and acronyms if you can, as they’re not very inclusive or accessible.
If you feel it’s necessary to use them, always provide context around it so that anyone can understand what it stands for, like with a tooltip.
However, widely-used abbreviations and acronyms don’t need to be written out in full or explained.
- UK
- EU
- FAQ
- WiFi
Never use Latin abbreviations like:
- e.g.
- etc.
- i.e.
- et al.
If you ever have doubts, write it out in full – or ask the Copy/Content Design team for second opinions.
For dates and time
Use the singular form of the unit, and never end the abbreviation with a full stop.
If there’s a numerical value, there should a space that separates it from the abbreviated unit.
|
Before |
After |
|---|---|
|
1 January 2026 |
1 Jan 2026 |
|
Thursday |
Thur |
|
4 hours |
2 hr |
|
30 minutes |
30 min |
To abbreviate months and days of the week, use:
|
Months |
Jan, Feb, Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec |
|
Days of the week |
Mon, Tue, Wed, Thur, Fri, Sat, Sun |
For money and measurements
Use the singular form of the unit, and never end the abbreviation with a full stop.
There should no space between the numerical value and the abbreviated unit.
|
This… |
Becomes… |
|---|---|
|
£2 million |
£2m |
|
90 pence |
90p |
|
10 centimetres |
10cm |
|
5 kilometres |
5km |
|
35 miles per hour |
35mph |
|
25° Celsius |
25°C |
For more guidance around money and measurements, go to the Money and numbers and Measurements tab.
Ampersands
Always spell out “and,” and never use an ampersand symbol.
The only exceptions are if:
- it’s part of a recognised brand name (like M&S) or a term
- you’re writing for push notifications, social, and SMS, and the word count is tight
Check your energy use and payments
Check your energy use & payments
Apostrophes
Use apostrophes when writing contractions and in the possessive form. It makes our language feel more conversational and approachable.
- We'll take your next payment on 9 May
- Today's balance
- We will take your next payment on 9 May
- Balance today
Bullet points
Use bullet lists for structuring lengthy or complicated text into something more scannable.
They should include a lead-in sentence that introduces the bullet list, and punctuated with a colon.
The first word of each bullet point should be in lower case (unless it’s a proper noun) and should not end in a full stop unless there are multiple sentences within one bullet point.
Any links used should be hyperlinked within relevant text.
Choose OVO for your energy and you get:
- 100% renewable electricity
- 1 carbon-busting tree planted every year
- service rated “excellent” on Trustpilot
- You’ll be getting 100% renewable electricity as standard.
- We’ll plant a tree in your name every year.
- Get service rated “excellent” on Trustpilot.
Remember – each bullet point should be short and punchy.
If you’re struggling with length, consider whether your content is focused enough, or if the design supports the information you need to convey.
Capitalisation
We typically use sentence case, which means only the first letter of the first word in a line of copy is capitalised. We never use all caps.
- Download our app
- Get a quote
- Pick the right energy plan for you
- Download Our App
- Get A Quote
- Pick The Right Energy Plan For You
Exceptions
We only use title case, which means the first letter of each word is capitalised, for proper nouns. This includes:
- people’s names
- job titles
- cities and location names
- companies and brands
- product names or concepts like “OVO Beyond” (as listed)
If a product or brand name is stylised in a way that doesn’t align with guidance, then we honour the way it’s meant to be spelled.
- Energy Expert
- tado°
- CUPRA
- energy expert
- Tado
- Cupra
Colons
Use colons when introducing a bullet list or dynamic text, at the end of the lead-in sentence.
Choose OVO for your energy and you get:
- 100% renewable electricity
- 1 carbon-busting tree planted every year
- service rated “excellent” on Trustpilot
Commas
Try to limit the use of commas (one per sentence max) so we keep sentences concise and to the point.
If you list three or more items, use the Oxford comma before the conjunction.
- Your first billing period doesn’t end until 1 May. Come back after that date to see your first bill, or wait until you receive it by email or post.
- All our plans come with unlimited call-outs, access to Gas Safe engineers, and more.
- Your first billing period doesn’t end until 1 May, so come back after that date to see your first bill, or wait until you receive it by email or post.
- All our plans come with unlimited call-outs, access to Gas Safe engineers and more.
In headers and titles
Use commas if it helps with softening the language, or with clarity and comprehension.
However, be mindful that we don’t use punctuations like full stops in titles specifically within product copy.
Sorry, we couldn't connect your account to Charge Anytime
Sorry we couldn't connect your account to Charge Anytime
In numbers
Use commas in numeric values when it’s standard to do so.
1,000
1000
Compound words
Use hyphens when making compound words to help with readability.
- Award-winning
- In-depth
- Add-on
- Award winning
- In depth
- Addon
However, there are always a exceptions, like ‘low carbon’ or ‘zero carbon,’ where hyphenating would actually make it less clear.
If you feel there an exception, discuss it with the wider Copy and/or Content Design team.
Contractions
Use everyday contractions in the same way you would naturally say things. It makes the writing feel more natural and conversational while also reducing word count.
Watch out for awkward or less commonly-used contractions.
aren't, can't, didn't, doesn't, don't, hasn't, haven't, here's, isn't, it's, let's, shouldn't, that's, there's, they're, they've, wasn't, we'll, we're, weren't, what's, where's, won't, you'll, you're, you've
ain't, could've, it'll, it'd, mustn't, must've, should've, this'll, we'd, where'd, you'd,
Do not contract nouns with “will.”
Your bill is on the way
Your bill's on the way
Ellipses
Use ellipses only for loading messages when you’re trying to indicate that that an action is currently in progress.
Don’t use it for truncating messages or placeholder text as they’re not accessible.
- Loading page...
- Authorising payment...
- Start typing to search..
- Just so you know...
Exclamation marks
We don't typically use exclamation marks.
However, if you feel there is a compelling scenario to use them, discuss it with the Copy and/or Content Design team.
Never use exclamation marks in button copy or CTAs.
Full stops
In body text
Only use full stops if you are writing body text that:
- contains more than one sentence
- includes another form of punctuation
We don't have any meter readings to calculate your energy use
Sorry, we’re having trouble showing this right now. Please check back later.
In headers
Don’t use full stops in headers, even it includes a comma.
Unfortunately, you're not eligible
Unfortunately, you're not eligible.
Hyphens and dashes
Hyphens
Use hyphens (-) when making compound words.
- Top-up
- One-time payment
- Energy-saving
We also use hyphens to represent a negative balance.
-£50
En dashes
Use en dashes (–) when you’re showcasing a range of numbers, or joining relevant clauses together.
Make sure to add spaces on either side of the en dash to help with readability.
Range of numbers
- 12 – 24 March
- 10am – 4pm
- 50 – 100
- 12-24 March
- 10am-4pm
- 50-100
However, try to only use them if you’re tight for space, or if the range is only there to provide additional context (like the billing period on a customer’s bill).
It’s still more inclusive to write out “to” rather than use a dash.
Joining clauses
Use en dashes when you’re combining two independent but relevant clauses. It can make what we write feel a bit more conversational and friendly.
You have no bills yet – check back at the end of your billing period on 1 May.
You have no bills yet. Check back at the end of your billing period on 1 May.
Em dashes
Don’t use em dashes (—). If you feel like you have a case for it, discuss it with the Copy and/or Content Design team.
Narrative style
We always refer to OVO as “we” and the user as “you.”
Though we try to reduce using pronouns in our writing, it should feel we’re having a direct conversation with the users.
We focus on the impact on the user
Whether we use active or passive voice should ultimately depend on what action is taking place, and how it impacts the user.
An active, first-person approach can be appropriate when emphasising what we’re doing for the user, in a way that adds clarity and reassurance.
We've started your energy switch
Your energy switch has been started
However, a passive, second-person approach can actually be more direct when it comes to conveying expected outcomes and actions.
This is especially true when you’re writing in a product area with sensitive cases to consider.
- You're paying £110.83 on the 31st of each month
- Your meter reading has been received
- We'll charge you £110.83 on the 31st of each month
- We've received your meter reading
Read more about writing for sensitive scenarios in the Sensitive Message writing guidelines.
"Your” vs. “My”
Sometimes, you may find that adding pronouns in the names of product spaces, like the homepage or the user account section, can add necessary context.
In these cases, we should always use “Your.”
However, this only applies to page names and headers. We never use pronouns in buttons and CTAs.
Exceptions
It’s okay, and most of the time encouraged, to use write in first-person for SEO and FAQ content.
Only refer to OVO in third-person when it’s absolutely necessary – for instance, a call to action on the landing page like “Switch to OVO.”
Parentheses
Use parentheses when you are giving examples, using acronyms, or an aside – but try to use them sparingly as it can impact readability. Keep what’s written inside the parentheses as short as you can, ideally up to a few words.
If used at the end of a sentence, the closing parenthesis always goes before a full stop.
- Keeping the heat in (and out)
- Choose your excess (per claim)
- Product Information (IPID)
Question marks
Only use the question format when you’re designing a form or flow that requests a series of information from the user – like when a user is getting a quote.
Try not to switch between statements and questions, as it increases cognitive load.
The only exceptions are when you write for FAQ and SEO keywords.
Quotation marks
Use single quotation marks (‘) when referring to something specific like a page or terminology, use single quotation marks (‘).
Use double quotation marks (“) when quoting something that someone has said.
Always place commas and full stops inside the quotation marks.
- Log into your account and go to 'Billing history' to see your latest bill
- "Battery Boost has been doing exactly as it says, a boost to our finances," said Malcolm, a Battery Boost customer.
- Log into your account and go to "Billing history" to see your latest bill
- 'Battery Boost has been doing exactly as it says, a boost to our finances', said Malcolm, a Battery Boost customer.
Semicolons
Avoid using semicolons unless necessary.
It does the same job as the en dash – which is connecting two relevant clauses – but it makes the writing feel formal and stiff. Or you may consider using full stops and splitting the sentence into two.
Use the clock to tell us when you need your car ready by. We’ll then automatically set the cheapest and greenest charging schedule for you.
Use the clock to tell us when you need your car ready by; we’ll then automatically set the cheapest and greenest charging schedule for you.