Copy Guidelines

Copy should focus on helping our customers understand how to easily research and purchase our products and services online, manage their accounts, find support and provide feedback.

It should reflect our brand promise - the future is friendly® - and our value proposition: the answer to the question, “Why TELUS?”

Website communications should strive to:

  • Be friendly and smart yet simple and straightforward
  • Respect and reward the people we are asking to view it
  • Reflect the TELUS values of integrity, transparency and innovation
  • Put a smile on the customer’s face

Be clear and concise

  • Use about half as many words as you would in print
  • Include only one main idea in each paragraph/card
  • Use bullets and numbered lists to draw attention to important points
  • Write in chunks containing a well-defined concept that makes sense on its own
  • Apply the inverted pyramid principle - most important information first, details later

Punctuation and capitalization

  • Use sentence case throughout - including titles, headlines and navigation bars
  • Terminate headlines and subheads with a period if they are complete sentences, but not if they are short fragments

Product, service and program names

  • TELUS is always written in all caps, except when referring to the website or an email address (e.g.,
  • Proprietary products, services and programs (e.g. Voice Mail 30) are capitalized
  • Generic service terms such as “Voice mail” or “Rate plan”, when not used as a proper product or service name, should be set in lowercase
  • For the first instance of a product name (e.g. TELUS Device Care), write it in full. Then use the shorter variation (e.g. Device Care)
  • Use of the TELUS corporate name in headlines should be avoided in favour of a product- or service-benefit message

Bulleted copy

  • Try to keep bulleted lists consistent: either all fragments or all sentences
  • Start each bullet with a capital letter
  • Do not end bullets with a period
  • Limit bullet points to one sentence each if possible
  • If you need to use two sentences, add a period after the first sentence (like this). Omit the period in last sentence, to match the other points
  • Treat numbered lists in the same manner


  • Use descriptive hyperlinks e.g. “Log into your account”, not just “Click here” or “Learn more”

French content

  • Any content targeted at audiences in Quebec must be translated into French using our preferred translation service, IDEM

Symbols and short forms

  • Registration marks and trademark symbols should only appear once on a page and for the first reference on that page
  • Write time with the hour directly beside the time of day
    • 7am
    • 7 am
  • Use $ rather than ¢ for accessibility (screen readers) $0.15 per MB if you exceed 200 MB
    • 15¢ per MB if you exceed 200 MB
  • Use “per” rather than “/” for accessibility (screen readers) as well as easier scanning
    • $0.15 per MB if you exceed 200 MB
    • $0.15/MB if you exceed 200 MB
  • Shorten United States to “the US”
    • Unlimited text, picture and video messages in Canada and the US
    • Unlimited text, picture and video messages in Canada and the United States
  • Write megabyte as MB, with a space between the number of megabytes and the acronym
    • 200 MB
    • 200MB
  • Write gigabyte as GB and treat the number of gigabytes the same as you would for megabytes

Error messages

  • In general, write interface instructions with examples to prevent an error message from appearing e.g., “Enter the 10-digit number (including area code) of a TELUS Mobility customer”
  • Write error messages using friendly, helpful language and always give information about how to resolve the error
  • Be polite, specific and straightforward e.g., “Please enter a 10-digit TELUS phone number” or “Please enter a password that is at least 8 characters”
  • Always try to answer the following two questions in your error message: 1. What is the reason for the error? and 2. What should users do when they get the error?