Content Guidelines
This document defines the editorial standards, writing principles, tone of voice, and content strategy for MHMD Studio. Every word published by the company, whether written by humans or generated by AI, should follow these guidelines.
Document Metadata
| Property | Value |
|---|---|
| Document | Content Guidelines |
| Version | 1.0 |
| Status | Active |
| Owner | Mohammed El Maachi |
| Last Updated | July 2026 |
Purpose
Content is one of the primary products of MHMD Studio.
Writing should educate, explain, and build trust.
The objective is not to persuade through marketing language.
The objective is to demonstrate expertise through clarity.
This document establishes the standards for all written communication.
Editorial Philosophy
MHMD Studio writes like an experienced consultant.
Not like an advertiser.
Readers should feel they are learning from someone who understands the subject deeply rather than being sold to.
Good writing should reduce uncertainty.
Every sentence should either:
- Explain
- Clarify
- Teach
- Guide
- Inform
- Support a decision
Remove sentences that do none of these.
Core Writing Principles
Every piece of content should be:
- Clear
- Accurate
- Useful
- Structured
- Honest
- Concise
- Technically correct
- Easy to scan
Avoid unnecessary complexity.
Tone of Voice
The MHMD Studio voice is:
- Professional
- Calm
- Intelligent
- Curious
- Respectful
- Direct
- Editorial
- Thoughtful
Never:
- Loud
- Aggressive
- Overly casual
- Arrogant
- Sales-driven
- Sensational
Voice Characteristics
Confident
Present conclusions clearly.
Avoid unnecessary hedging.
Do not exaggerate certainty when evidence is limited.
Educational
Assume readers are intelligent but unfamiliar with the topic.
Explain concepts without becoming condescending.
Precise
Prefer exact language.
Avoid vague adjectives.
Example:
❌ Fast website
✅ Average page load under two seconds
Honest
State limitations.
Explain trade-offs.
Admit uncertainty when appropriate.
Trust grows through honesty.
Writing Style
Prefer:
Short paragraphs.
Logical structure.
Meaningful headings.
Bulleted lists.
Examples.
Definitions.
Avoid:
Long unbroken text.
Marketing slogans.
Empty adjectives.
Redundant repetition.
Reading Experience
Readers should be able to:
Scan quickly.
Read deeply.
Return later.
Find information easily.
Content should support both scanning and careful reading.
Vocabulary
Preferred words:
- Design
- Engineering
- Product
- System
- Architecture
- Experience
- Interface
- Accessibility
- Performance
- Maintainability
- Strategy
- Craftsmanship
- Clarity
- Research
- Implementation
- Process
- Quality
Words To Avoid
Avoid:
- Revolutionary
- Cutting-edge
- Game-changing
- Best-in-class
- Industry-leading
- Innovative (unless justified)
- World-class
- Magic
- Disruptive
- Incredible
- Amazing
Demonstrate quality instead of describing it.
Grammar
Use:
Active voice.
Clear sentence structure.
Consistent terminology.
Correct punctuation.
Avoid:
Excessive exclamation marks.
Clickbait questions.
Artificial urgency.
Filler words.
Formatting
Prefer:
- Headings
- Subheadings
- Lists
- Tables
- Examples
- Short paragraphs
Avoid walls of text.
Headings
Headings should communicate meaning immediately.
Examples:
Good:
Design Principles
Performance Strategy
Accessibility Requirements
Poor:
A Few Thoughts
Important Stuff
Things To Remember
Paragraph Length
Target:
2–5 sentences.
Long explanations should be broken into sections.
Lists
Use lists whenever:
Multiple items exist.
Comparison improves understanding.
Steps have sequence.
Avoid unnecessary nesting.
Calls To Action
Calls to action should feel helpful.
Examples:
Start a Project
Explore Case Studies
Read the Article
View Services
Contact MHMD Studio
Avoid:
Buy Now
Limited Time
Act Fast
Don't Miss Out
Homepage Copy
The homepage should answer:
Who are you?
What do you do?
Why should I trust you?
What have you built?
How do I contact you?
Visitors should understand these answers within seconds.
Service Pages
Each service page should include:
Overview
Problems solved
Approach
Process
Deliverables
Frequently asked questions
Call to action
Avoid generic descriptions.
Portfolio Writing
Portfolio projects should read like case studies.
Every project should explain:
Problem
Context
Research
Constraints
Solution
Implementation
Outcome
Lessons learned
Do not simply describe visuals.
Explain decisions.
About Page
Focus on:
Mission
Approach
Philosophy
Process
Standards
Avoid writing a traditional autobiography.
Contact Page
The contact page should reduce friction.
Clearly explain:
What information is needed.
What happens next.
Expected response time.
Who should contact MHMD Studio.
Error Messages
Error messages should:
Explain the problem.
Suggest a solution.
Remain respectful.
Avoid technical jargon.
Example:
❌ Unknown Error
✅ We couldn't submit your message. Please try again or email us directly.
Empty States
Every empty state should:
Explain why.
Suggest the next action.
Maintain the brand tone.
Microcopy
Microcopy includes:
Buttons
Labels
Tooltips
Validation
Notifications
Loading text
It should remain:
Brief
Helpful
Consistent
Natural
Related Documents
Blog Writing
The MHMD Studio blog exists to educate rather than promote.
Every article should provide standalone value regardless of whether the reader becomes a client.
Readers should finish each article with a better understanding of the topic than when they started.
Article Structure
Long-form articles should generally follow this structure:
- Introduction
- Context
- Problem
- Analysis
- Solution
- Practical Recommendations
- Key Takeaways
- Further Reading
The structure may vary when appropriate, but every article should maintain a logical progression.
Article Length
Recommended lengths:
| Content Type | Target Length |
|---|---|
| Announcement | 400–800 words |
| Resource | 800–1,500 words |
| Educational Article | 1,500–3,000 words |
| Technical Deep Dive | 3,000–6,000 words |
| Research Article | 4,000+ words |
Length should be determined by completeness rather than arbitrary targets.
Technical Writing
Technical articles should:
- Define unfamiliar terminology.
- Explain assumptions.
- Include diagrams where useful.
- Use code only when it improves understanding.
- Explain trade-offs.
- Provide practical examples.
Do not assume expert knowledge unless the article clearly targets an expert audience.
Case Studies
Every case study should document both outcomes and reasoning.
Recommended structure:
- Executive Summary
- Client Context
- Objectives
- Constraints
- Discovery
- Research
- Strategy
- Design Process
- Engineering Process
- Accessibility
- Performance
- Results
- Reflection
- Future Improvements
The objective is to demonstrate thinking, not only aesthetics.
Documentation Style
Documentation should answer:
- What?
- Why?
- How?
- When?
- Trade-offs?
- Alternatives considered?
Future contributors should understand the reasoning behind decisions.
AI-Generated Content
AI may assist with:
- Draft generation
- Summaries
- Editing
- Grammar
- Research synthesis
- Outlines
- Translation
AI must not:
- Invent facts.
- Fabricate experience.
- Create fake testimonials.
- Attribute false quotations.
- Present speculation as fact.
Human review is required before publication.
Citations
When referencing research:
- Prefer primary sources.
- Cite standards where appropriate.
- Distinguish evidence from opinion.
- Link to original publications whenever possible.
Do not rely exclusively on secondary summaries.
SEO Principles
Write for people first.
Search engines should benefit because the content is genuinely useful.
Every article should include:
- Descriptive title
- Clear headings
- Logical structure
- Meaningful internal links
- Relevant metadata
- Descriptive image alt text
Avoid keyword stuffing.
Metadata
Every page should define:
- Title
- Description
- Canonical URL
- Open Graph title
- Open Graph description
- Open Graph image
- Structured data where appropriate
Metadata should accurately describe the page.
Internal Linking
Every article should link naturally to related content.
Internal links should:
- Help readers continue learning.
- Provide useful context.
- Avoid excessive repetition.
Links should never interrupt reading flow.
External Linking
Link only to trustworthy sources.
Preferred sources include:
- Official documentation
- Academic institutions
- Standards organizations
- Original research
- Reputable publications
Avoid linking to low-quality or misleading content.
Accessibility
Content should remain accessible.
Requirements include:
- Descriptive headings
- Meaningful link text
- Alternative text for images
- Tables with headers
- Logical heading hierarchy
- Plain language whenever practical
Avoid communicating meaning solely through formatting.
Inclusive Language
Write for a broad audience.
Avoid unnecessary assumptions about:
- Gender
- Nationality
- Culture
- Background
- Technical expertise
Examples should be broadly understandable.
Numbers And Measurements
Prefer precise values when available.
Example:
❌ Loads quickly
✅ Largest Contentful Paint below 2.5 seconds
Quantitative statements should be supported whenever possible.
Editing Checklist
Before publishing verify:
- The purpose is clear.
- Facts are accurate.
- Grammar is correct.
- Headings are meaningful.
- Claims are supported.
- Repetition is removed.
- Links function correctly.
- Accessibility requirements are satisfied.
Review Process
Recommended workflow:
- Draft
- Self-review
- Technical review (if applicable)
- Editorial review
- Final approval
- Publication
Major revisions should be documented.
AI Editorial Rules
When generating content, AI systems must:
- Follow the established tone.
- Respect terminology.
- Preserve factual accuracy.
- Explain technical concepts clearly.
- Avoid unnecessary adjectives.
- Prefer evidence over opinion.
- Never fabricate information.
- Maintain consistency across documents.
If documentation and generated content conflict, documentation takes precedence.
Definition Of Excellent Content
Excellent content is:
- Useful
- Accurate
- Memorable
- Structured
- Well researched
- Easy to navigate
- Honest
- Evergreen whenever possible
Readers should leave with greater understanding rather than stronger persuasion.
Final Principle
Every published sentence should earn its place.
If removing a sentence improves clarity without reducing meaning, remove it.
Quality writing is the result of thoughtful revision rather than greater volume.