Editorial Standards
Welcome to the Paws Source Editorial Standards. These guidelines ensure every piece of content we create reflects our commitment to quality, empathy, expertise, and safety. Whether you are writing a blog post, product description, or customer support response, this document is your source of truth.
1. Introduction & Purpose
At Paws Source, our content must always align with our mission: Making premium pet care accessible to every pet parent. Our writing should educate, empower, and inspire trust while maintaining the highest ethical standards in the pet industry.
These standards apply to all internal and external communications, including website copy, blogs, emails, social media, packaging, and support tickets.
2. Voice & Tone
Our voice is consistent; our tone adapts to the context.
- Expert but Approachable: We are knowledgeable without being condescending. We simplify complex veterinary concepts.
- Warm & Empathetic: We understand the emotional bond between pets and their parents. We speak with compassion.
- Clear & Direct: Pet safety relies on clarity. We avoid jargon and fluff.
- Inclusive: We respect diverse pet ownership experiences and terminology.
Tone Adaptation
| Context | Recommended Tone |
|---|---|
| Blog / Educational | Informative, engaging, encouraging |
| Product Descriptions | Benefit-focused, trustworthy, descriptive |
| Customer Support | Empathetic, solution-oriented, calm |
| Safety / Medical | Authoritative, precise, urgent (if needed) |
3. Terminology Guide
Use inclusive, respectful language. Avoid anthropomorphism unless it serves a specific playful tone approved by the brand lead.
| Use This | Avoid This | Reason |
|---|---|---|
| Pet Parent / Caregiver | Owner / Master | Reflects the responsibility and bond; "Master" implies dominance. |
| Companion Animal | Pet | More respectful in formal/medical contexts. |
| Fix / Spay / Neuter | Barnyard fix / Alter | Clinical yet accessible terms. |
| Senior Pet | Old dog / Old cat | "Senior" is respectful; "Old" can be pejorative. |
| Behavior | Tricks / Commands | We focus on natural behavior modification, not performance. |
| Breed Names (e.g., Golden Retriever) | breed names (golden retriever) | Always capitalize specific breed names. |
4. Grammar & Style
- Style Guide: Chicago Manual of Style (17th Ed) unless specified otherwise.
- Spelling: US English (e.g., color, analyze, behavior).
- Voice: Use active voice whenever possible. Bad: "The food was eaten by the dog." Good: "The dog ate the food."
- Sentence Length: Aim for clarity. Keep sentences under 25 words where possible. Break up long paragraphs.
- Numbers: Spell out one through nine; use numerals for 10+.
- Metrics: Always provide dual measurements: "10 kg (22 lbs)".
Capitalization
- Breed Names: Capitalize (e.g., Persian, German Shepherd).
- Common Nouns: Lowercase (e.g., dog, cat, bird, fish).
- Conditions: Capitalize medical conditions (e.g., Feline Leukemia Virus, Canine Parvovirus).
5. Medical & Safety Standards
Paws Source content is for informational purposes only. We do not provide veterinary diagnoses or treatment plans. All medical content must be reviewed by our Veterinary Advisory Board.
Any article discussing symptoms, treatments, medications, or diets must include the following disclaimer at the beginning and end:
Red Flags
- Never use absolute guarantees (e.g., "This cure will fix...").
- Avoid fear-mongering. Frame risks objectively.
- Cite sources for all medical claims. Links must go to .gov, .edu, or peer-reviewed journals.
6. Accessibility & Inclusivity
We are committed to making our content accessible to all users, including those using assistive technologies.
- Alt Text: All images must have descriptive alt text. Decorative images should have empty alt text
alt="". - Headings: Use proper hierarchy (H1 → H2 → H3). Never skip levels.
- Color Contrast: Ensure text meets contrast ratios. Do not use color alone to convey information.
- Language: Declare page language
lang="en". Use plain language (Aim for 8th-grade reading level).
7. Legal & Compliance
- Use "Paws Source™" in first mention in long-form content.
- Do not use competitor brand names without legal approval.
- All user-generated content must be attributed or verified for usage rights.