Communication principles
When we communicate with people, we want to:
Connect: establish real, meaningful connections by speaking from experience and sharing stories—our own and those of others.
Inspire: give our audience fresh ideas, new perspectives, and real examples of how we and others grow our businesses by empathizing with and listening to visitors, users, and customers.
Empower: upskill our audience so they can confidently get maximum value out of Hotjar, grow their businesses, make progress in their life and profession, and make a difference for their users.
Include: we make learning and story-sharing accessible and easy to diverse people. We communicate in ways everyone can understand.
To do so, our content is consistently:
Human: We are humans - not robots 🤖 We are empathetic and communicate colloquially, like in an in-person conversation. Our written conversations may not be in real-time—but they are conversations nonetheless.
Clear: we are as specific and precise as possible, but remain concise. Bonus points for avoiding fluff, business-speak, or long-winded sentences. Double bonus points for writing like we’d talk in person:
PS: there is more where this came from in this exhaustive list of alternative words
Accessible: Hotjar has an international audience 🌎& some users might also be new to the world of UX and growth. Our goal is to help everyone feel welcomed and for them to understand us.
We respect them by avoiding jargon, idioms, and slang (unless we also explain what they mean). We also don’t assume that people are familiar with what we’re talking about: we provide extra context whenever it’s needed.
Actionable: after every piece of content, our users should know or be able to do something they could not before. Our aim is to give them all the resources they may need to keep going in their jobs and lives as best as they can.
