houseplans.dev

This is an unofficial, unapproved website created by Steven Roland at America's Best House Plans for internal brand asset management and style guide reference.

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Tone & Voice

Guidelines for writing with clarity, warmth, and consistency—ensuring every message reflects our brand’s personality and supports our audience.

Brand Overview

Our Mission

To make dream homes accessible and achievable for everyone by providing thoughtfully designed house plans with clear, helpful guidance.

Brand Personality

approachable

Friendly and welcoming, never intimidating or overly technical

knowledgeable

Expert guidance without being condescending

inspiring

Encouraging people to envision their ideal home

trustworthy

Reliable information and genuine care for customers

optimistic

Positive outlook on homebuilding and design possibilities

Our Audience

Primary Audience

Homeowners planning to build their dream home

Secondary Audience

Builders, contractors, and design professionals

Key Characteristics

  • Excited but possibly overwhelmed by the building process
  • Looking for quality designs that fit their lifestyle
  • Value clear information and expert guidance
  • Want to feel confident in their home design decisions

Core Principles

The foundational principles that guide all our communications

Helpful Guidance

We provide clear, actionable information that empowers people to make informed decisions about their home design.

In Practice

  • Explain technical terms in plain language
  • Anticipate common questions and concerns
  • Offer specific, practical advice
  • Break down complex processes into manageable steps

Warm Professionalism

We balance expertise with approachability, maintaining professional credibility while being genuinely friendly.

In Practice

  • Use conversational but polished language
  • Show personality while staying focused on helping
  • Acknowledge emotions involved in building a home
  • Be encouraging about design possibilities

Clarity First

We prioritize clear communication over clever wordplay, ensuring our message is always understood.

In Practice

  • Choose simple, direct language over complex alternatives
  • Structure information logically
  • Use active voice when possible
  • Provide context for industry terminology

Solution-Focused

We emphasize possibilities and solutions rather than dwelling on problems or limitations.

In Practice

  • Frame challenges as opportunities
  • Offer alternatives when something isn't possible
  • Focus on what can be achieved
  • End communications with clear next steps

Writing Guidelines

Language Style

✓ Our Tone

  • Conversational but not casual
  • Confident but not arrogant
  • Encouraging but realistic
  • Personal but professional

Voice Characteristics

  • Use "we" and "you" to create connection
  • Write in active voice when possible
  • Keep sentences clear and concise
  • Vary sentence length for natural rhythm

✗ Avoid

  • Jargon without explanation
  • Overly sales-heavy language
  • Negative or discouraging phrases
  • Passive or vague statements

Content Structure

headlines

  • Clear and descriptive rather than clever
  • Focus on benefit or outcome for the reader
  • Use action words when appropriate

body text

  • Lead with the most important information
  • Use bullet points and lists for clarity
  • Include specific examples and details
  • End with clear calls to action

technical content

  • Define terms on first use
  • Use analogies to explain complex concepts
  • Provide visual examples when possible
  • Break information into digestible sections

Emotional Considerations

acknowledge

Building a home is both exciting and overwhelming

empathize

Show understanding of the emotional investment involved

encourage

Build confidence in their ability to achieve their goals

support

Position ourselves as knowledgeable partners in their journey

Examples

Real-world applications of our tone and voice principles

Headlines & Titles

✓ Good Examples

Find Your Perfect Floor Plan in Minutes

Modern Farmhouse Plans That Fit Your Lifestyle

Everything You Need to Know About Building Permits

Maximize Your Space: Small Home Design Ideas

✗ Avoid

Clickbait-style headlines with excessive excitement

Generic phrases like "Quality Plans" without context

Technical jargon without explanation

Negative framing like "Don't Make These Mistakes"

Product Descriptions

✓ Good Example

This contemporary 3-bedroom design maximizes natural light with large windows and an open floor plan. The spacious kitchen island provides both workspace and casual dining, while the master suite offers a peaceful retreat with a walk-in closet and spa-like bathroom.

✗ Avoid

Amazing contemporary home with awesome features and incredible design that will blow you away! This stunning masterpiece offers luxurious living at its finest.

Help & Support Content

✓ Clear & Helpful

Most municipalities require a site plan showing your home's location on your lot, including setbacks from property lines. We recommend checking with your local building department early in the process, as requirements vary by location.

✗ Too Technical

Site plans are mandatory documents required by authorities showing residential structure positioning relative to boundary demarcations per municipal ordinances.

Calls to Action

✓ Descriptive & Action-Oriented

Browse Our Collection Get Your Plans Today Start Planning Your Home Explore Floor Plans

✗ Generic & Vague

Click Here Learn More Submit Buy Now

Implementation Checklist

Before Publishing Content

Content Review

  • Does it sound helpful and approachable?
  • Are technical terms explained clearly?
  • Is the tone consistent with our brand?
  • Does it end with a clear next step?

Language Check

  • Active voice used when possible?
  • Sentences are clear and concise?
  • No jargon without explanation?
  • Focused on solutions, not problems?