# Pricing Page Copy Guidelines

**Last Updated:** 2026-04-02

Guidelines for writing and updating feature descriptions on the Ordio pricing page (`/preise`). Apply when editing `v2/sections/pricing-data.php` or related pricing copy.

## Ordio free trial duration (not feature copy)

The **product** free trial is **7 calendar days** everywhere (pricing FAQ, forms, landing pages). Do not introduce 14-, 30-, or 100-day claims for Ordio in marketing or UI. Competitor facts on comparison pages may cite *their* trials separately.

## Purpose and Scope

- **Data source:** `v2/sections/pricing-data.php` – defines plan cards (Starter, Plus, Pro) and their feature descriptions
- **Full matrix:** `v2/data/comparison-table-data.json` – „Alle Pakete im Vergleich“ (category + plan views); row labels are short; detailed compatibility lists belong in card tooltips in `pricing-data.php`, not in the JSON row names.
- **Rendering:** `v2/sections/pricing-card-modern.php` – displays each feature with title (`text`) and description (`description`)
- **Scope:** Feature descriptions by default; feature titles (`text`) change only when product/marketing requests (document in commit/PR).

## Best Practices

### 1. Benefit-Led, Not Feature-Led

Lead with the outcome the user gains, not the mechanism.

- **Avoid:** "Zuschläge, Überstunden und Sonderzahlungen werden korrekt erfasst."
- **Prefer:** "Vermeide Fehler und spare Zeit bei der Lohnabrechnung. Zuschläge, Überstunden und Sonderzahlungen automatisch korrekt erfasst."

### 2. User-Centric (Du Tone)

- Use informal "du" pronouns, not formal "Sie"
- Address the user directly: "dir", "dein", "deine", "deinem"
- Active voice, present tense
- Examples: "Planst Schichten", "Verwalte alle Mitarbeiterdaten", "Erhalte schnelle Einblicke"

### 3. Concrete Outcomes

Where possible, include specific benefits:

- Time saved: "bis zu 50% weniger Planungsaufwand", "spare Zeit"
- Errors avoided: "Fehler vermeiden", "minimale Fehlerquellen"
- Compliance: "gesetzeskonform", "DSGVO-konform", "maximale Compliance"

### 4. Concise

- 1–2 sentences per description
- ~15–25 words ideal; max ~35 for readability
- Fits card layout without truncation (no `line-clamp` in template)

### 5. Accurate

Cross-check against product feature documentation:

- `docs/content/product-features/schichtplanung-documentation.md`
- `docs/content/product-features/zeiterfassung-documentation.md`
- `docs/content/product-features/digitale-personalakte-documentation.md`
- `docs/content/product-features/dokumentenmanagement-documentation.md`
- `docs/content/product-features/checklists-documentation.md`

### 6. No Jargon Without Context

Explain technical terms when needed. Example: "DATEV" → "Buchhaltung" in user-facing copy if it improves clarity.

### 7. Vary Sentence Structure

Avoid repetitive openers across descriptions. Mix:

- Imperative: "Verwalte...", "Erfasse...", "Definiere..."
- Outcome-first: "Vermeide Fehler und spare Zeit..."
- Passive (sparingly): "Pausen werden automatisch erkannt..."
- Benefit-led: "Dein Team hat alle wichtigen Infos immer dabei."

## Character and Word Limits

| Element        | Guideline        | Max (approx) |
|----------------|------------------|--------------|
| Description    | 15–25 words      | 35 words     |
| Per sentence   | 8–15 words       | 20 words     |

### Enumeration exception (compatibility / payroll lists)

For tooltips that must list **third-party systems or file formats** (e.g. payroll export targets), a slightly longer description is acceptable: keep one short benefit line, then a compact enumeration (semicolon-separated). Prefer accuracy and scannability over the 35-word cap for that tooltip only.

## Data Structure

Each feature in `pricing-data.php`:

```php
['text' => 'Feature Title', 'icon' => 'check', 'description' => 'User-facing description...']
```

Optional flags:

- `show_platform_icons` => true – iOS & Android icons (Mitarbeiter App)
- `show_tablet_icon` => true – Tablet icon (Team Terminal)

Update `text` (feature title) only when product/marketing requests a rename; keep cards and `comparison-table-data.json` in sync when the same feature appears in both.

## Validation Checklist

Before committing pricing copy changes:

- [ ] All descriptions use du tone (no Sie/Ihre/Ihren)
- [ ] Benefit-led where possible
- [ ] No repetitive sentence openers (audit for "Verwalte", "Erfasse", etc.)
- [ ] Word count within guidelines
- [ ] Cross-checked against product feature docs for accuracy
- [ ] Visual check on `/preise` – layout, readability, no truncation
- [ ] Tooltips contain **no raw URLs** – describe outcomes and use cases; discovery happens via Navigation, CTAs, and the App-Store-Produktseite, not pasted links in tooltips

## Related Documentation

- `.cursor/rules/shared-patterns.mdc` – Universal copy guidelines (du tone, Ordio mentions)
- `.cursor/rules/product-features.mdc` – Product feature documentation patterns
- `docs/content/CONTENT_WRITING_BEST_PRACTICES_2026.md` – Human-first content principles