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Our Writing Guidelines are here to solve problems in a consistent way at a high level. They don’t solve for everything. This site is here to help you think through the possibilities of what you’re working on. You’ll find recommendations for word choices, writing tips, and how to handle tricky content situations in most moments.

A writing guide provides easy-to-access information so you can focus on the task at hand instead of researching the basics over and over. We hope this guide gives you and your team the confidence to write independently and accurately.

• We follow AP Stylebook in general. We deviate and clarify things when it serves our users better.
• Some “rules” are merely style choices to maintain consistency. Consistency is important for brand identity and to avoid cognitive overload for our customers.
• Other style choices are rooted in data and research. We share those details as we discover them.
• We offer guidance and frameworks to help you make decisions. Learning how to address different content moments at scale is more valuable than combing through a bunch of content examples.

Best Practices

A writing guide is a commitment to more intentional content. Grammar, punctuation, and formatting all contribute to the quality of your content, and a writing guide keeps all this in check. Personality, trends, and brand values all play here; these elements help your brand produce better content. These guidelines were created by content experts, so you can be confident you’re adhering to best practices.

• Be consistent: Follow the same rules to produce clearer, more accurate content.
• Be clever, not funny: If there is a punchline, you’ve gone too far.
• Be positive: Let the user know what to do, rather than what not to do.
• Use strong points of view: Be interesting, informational, or deliver a unique WestJet opinion
• Use confident, active language: Create a sense of aspiration without putting anyone down.