1. Our Voice
We sound like a trusted digital partner.
We speak with confidence, empathy, and clarity. We simplify complexity, lead with value, and show our audience we understand their digital challenges.
Our tone is:
- Strategic, not salesy
- Clear, not technical
- Supportive, not casual
- Credible, not stiff
We write for:
- CMOs and marketers leading digital growth
- IT leads, CTOs, and developers building smarter systems
- Digital teams creating better customer experiences
Examples:
✅ “Empower marketers to create content faster with less IT support.”
❌ “Unlock end-to-end synergy for robust content solutions.”
2. Headlines & Capitalization
Headlines:
- We now use Title Case in marketing headlines.
- Example: One Platform. Total Marketing Freedom. Complete Confidence.
Body text and subheadings:
- Use sentence case.
- Example: How to upgrade from Kentico Xperience 13
Always capitalize:
- Product names (Xperience by Kentico, Content Hub, Page Builder, AIRA)
- Standalone CTAs (e.g., LEARN MORE)
Don’t capitalize:
- Mid-sentence calls to action (e.g., Discover how it works)
- Common nouns, unless part of a name or title
3. The Language We Use
Words we prefer:
- Personalized
- Hybrid headless
- Scalable
- Intuitive
- AI-powered
- Flexible
- Upgrade-ready
- Transparent pricing
- Built-in marketing
- Future-ready
Words to avoid:
- Leverage (say use)
- Synergy
- Cutting-edge
- End-to-end
- Solutionize
- Robust (be specific instead)
4. Writing Style Essentials
Keep it short, sharp, and human.
Use contractions:
✅ We’re here to help. ❌ We are here to help.
Use plain language:
✅ Create better content, faster. ❌ Leverage powerful CMS capabilities for optimal efficiency.
Use “you” and “your”:
Speak directly to the reader, not about them.
5. Punctuation & Grammar Tips
- Use the Oxford comma: content, campaigns, and customer journeys.
- Use one space after a period.
- Dates: October 6, 2025 (not 6 October or 10/6/25)
- Time: 10:30 AM
- Apostrophes: Kentico’s platform, customers’ feedback
Dashes:
- Em dash (—) for breaks in thought
- En dash (–) for number ranges: 9–5
- Hyphen for compound adjectives: customer-first approach
6. Emails & CTAs
Emails:
- 80–150 words max
- Bold for emphasis, no underlining or ALL CAPS mid-sentence
- One clear CTA per message
- Friendly, respectful tone
CTAs:
- Use strong, direct language:
- Book a demo
- Download the upgrade guide
- Start your migration today
7. Terminology Guide
Term | Use this | Not this |
Xperience by Kentico | ✅ | ❌ XbyK |
Headless CMS | ✅ Hybrid headless | ❌ Pure headless |
Content Hub | ✅ | ❌ Asset library |
AIRA | ✅ AI content assistant | ❌ GPT or AI bot |
Plugin | ✅ | ❌ Plug-in |
Microsite | ✅ | ❌ Mini-site |
Third-party (adj.) | ✅ | ❌ 3rd party |
Nonprofit | ✅ | ❌ Non-profit |
SaaS | ✅ (when relevant) | ❌ Cloud CMS |
8. Boilerplates
Tagline
One platform, endless possibilities
All the content management and digital marketing tools you need
Short description (one-liner)
Kentico is a content management system with built-in digital marketing features that consolidate marketing tools to boost efficiency and deliver stronger results.
Elevator Pitch
Kentico is a content management system and commerce platform, with built-in digital marketing and AI capabilities that help deliver personalized customer experiences through websites, microsites, emails, and other digital channels. It consolidates marketing tools to improve efficiency, drive stronger customer engagement, and reach business goals faster.
Medium description
Reduce the complexity of your marketing technologies and take control of your content across your websites, microsites, emails, and other digital channels. Xperience by Kentico is a content management system and commerce platform with built-in digital marketing and AI capabilities that consolidates all the tools you need into a single-vendor solution. Empower your team to create personalized, engaging customer experiences while eliminating time-consuming tasks with a comprehensive content management system that is easy to learn and use. Tailor content and delivery to individual preferences, develop consistent interactions across multiple digital touchpoints, and reach your customers on their favorite channels, anytime, anywhere. No need to worry about surprise expenses, thanks to transparent, predictable pricing and low ownership costs. Kentico’s platform streamlines multichannel content management and digital marketing, replacing multiple disconnected tools with a unified solution. Its rich set of built-in capabilities helps your team achieve more with fewer processes and less complexity, improving productivity and accelerating business outcomes.
Long description
Improve productivity and business outcomes from your digital marketing with reduced complexity. Take control of your content across your websites, microsites, emails, and other digital channels. Eliminate time-consuming tasks with a platform that is easy to learn and use. Create, manage, and distribute your content smoothly from one place for all digital channels.
Kentico is a content management system and commerce platform with built-in digital marketing and AI capabilities that consolidate all the tools you need into a single-vendor solution. Its rich set of built-in capabilities helps you reach your customers on their favorite channels anytime, anywhere. Be ready to compete with larger competitors by achieving more with your existing team, fewer processes, and less technology. Maintain control of your marketing ecosystem, whether you're in a growth phase or in a period of stability. Accelerate your ROI by shortening time to market and maintaining consistent brand messaging across channels.
Say goodbye to complex integrated solutions that are difficult to learn and use. With Kentico, you benefit from faster onboarding with fewer tools to manage. Kentico streamlines channel management, reducing the need for multiple tools and eliminating duplicated functionalities. Reduced costs and security vulnerabilities—thanks to its unified architecture, product security, and bug-fixing policy—mean you can focus on your core business without worry.
Kentico also simplifies supplier contract management and procurement. Don’t worry about surprise expenses; thanks to transparent, predictable pricing and low ownership costs, budgeting and cash-flow management are effortless. Achieve better business outcomes with Kentico’s comprehensive digital experience platform.
Make life easier for your marketers with content that can be reused across channels with cross-channel customer tracking, page templating, marketing automation, and a superfast, easy-to-use UI. Empower them to craft consistent personalized customer journeys, from awareness to advocacy, and manage it themselves using built-in low-code, no-code tools. Encourage them to experiment with new marketing channels and improve the maturity of your marketing ecosystem, while enhancing your business and marketing agility.
Kentico’s wide set of built-in capabilities will give you exactly what you need for where you are today, as well as the flexibility to grow your digital requirements in the future. With Xperience by Kentico’s hybrid-headless approach, in which ‘headless’ is a feature, not a requirement, you get the flexibility to start small and embrace new digital channels as you evolve. Not only do you benefit from a faster time-to-market and Total Cost of Ownership (TCO), but you also get one of the best ROIs on the market thanks to a rich set of ready-to-use features and fast deployment. Built on product-wide standards for UX, UI, and development, the DXP enables fast, secure builds, while its single-tenant SaaS architecture strengthens security and ensures regional compliance.
Kentico is an established vendor that supports the business growth of over 1,700 organizations worldwide. Xperience by Kentico has been designed to grow with its customers, ensuring a competitive advantage by delivering what they need now, as well as a smooth and supported path to where they want to be in the future. With its transparent pricing, reliable roadmap, frequent refreshes, and up-to-the-minute feature set; it’s no wonder Kentico’s customer satisfaction is one of the highest among DXP vendors on the market.
Kentico in numbers (can be used with all of the above)
Kentico was founded in 2004 and is headquartered in the Czech Republic with offices in the US, UK, Germany, and Australia. Kentico has more than 500 digital solution partners and powers over 90,000 websites across 120 countries. Customers working with Kentico include Allergan, BDO, Ingram Micro, Konica Minolta, Land O’ Lakes, PPG, Red Cross, FSV Mainz 05 or Williams F1.