Style and Usage

  • Speak in the first person

    Use words like "we," "us," and "our" in writing (except when referencing the attorney network). Don't use "LegalZoom" when we're referencing ourselves and in our own environment. It's "We'll give you a call once we hear back from the Secretary of State," not "LegalZoom will give you a call once we hear from the Secretary of State."

  • LegalZoom

    Capitalize the “L" and the “Z" in our name (also known as camel case—because it looks like a camel's humps!)


    Write out our site in lowercase letters without "www" before it (we don't want to look outdated). Write extensions in lowercase, too (e.g.,, unless the extension is an acronym (e.g.,

  • Phone numbers

    Use parentheses (not hyphens or periods) for phone numbers, for example, (800) 773-0888.

  • Time

    Use a.m. and p.m., and spell out noon (e.g., Catch our podcast at 7 p.m. PT. We'll repeat it tomorrow at noon PT).

  • Hours of Operation

    We're available Mon-Fri 5 a.m. to 7 p.m. PT and Weekends 7 a.m. to 4 p.m. PT

  • Holidays

    We spell the following holidays as: New Year's Day, Martin Luther King, Jr. Day, Presidents Day, and Veterans Day

  • Pricing

    Avoid decimal points for whole amounts (e.g., $200) and use a comma for larger numbers (e.g., $1,000).

  • Exclamation points

    It's ok to use exclamation points, but don't overdo it. For example, "Congratulations on taking the first step toward being your own boss!" is good reason to share in the excitement with our customers. However, "Complete our self-guided questionnaire!" sounds like we're yelling at them.

  • The Oxford comma

    When writing out a list, put a comma after each item, including the last. For example, "Our Estate Plan includes a living trust, a power of attorney, a living will, and one year of attorney advice."

  • Bullet points

    Unless there's more than once sentence in a bullet point (which should be avoided, if possible), do not put periods at the end of bullet points.

  • “Verbing” words

    It can be fun, and there's a time and place for it. Saying things like "This is how we trademark" or "This is how we legal" can work in the right context. Use your best judgment, don't overdo it, and remember that we're a legal services brand and should always sound professional and credible.

  • Commas

    If you need to take a breath reading a sentence, use a comma.

  • Italics

    Use sparingly and avoid full sentences in italics. Use to emphasize a word, cite an example, or indicate the title of a long work (e.g., books, movies, albums).

  • Hyphens and dashes

    Use hyphens for hyphenated words and phone numbers. Use the en-dash ( – ) with no spaces before or after the dash between titles, headlines, days, times, numbers, dates, etc. (option + dash). Use the em-dash ( — ) for sentence breaks or in lieu of a comma (also with no spaces).

  • IP services

    Copyright, patent, and trademark are nouns. But something can be "patented." Per our "verbing" recommendation above, it's ok to play with these a little bit, but remember their original intent.

  • Letter case

    AVOID ALL CAPS BECAUSE IT SOUNDS LIKE WE'RE YELLING! Use sentence case for most things. Two examples are email subject lines and headlines (an exception would be a marketing email that expresses urgency, such as "LAST CHANCE! 15% off...").

  • Product names vs. legal terms

    Use title case for our product and service names (e.g., Living Trust). When you're talking about a legal offering in general (not as one of our services), use lower case (e.g., "A living trust helps you...") because these are common legal/industry terms that aren't typically capitalized.

  • Email opening and closing

    For marketing emails, keep it casual and friendly. If you're writing in a letter format, open with "Hi ," and close with "Thanks, Your LegalZoom Team." You can also close with "Kind regards," if you're emailing a customer about a sensitive matter or problem. Use your best judgment—just remember, there's nothing worse than sounding overly bubbly when a customer isn't happy.

  • Avoid “click here”

    Using words like “click" or "tap" takes people's attention away from our experience. People know what a link is and what to do. Don't call attention to the mechanics—keep their focus on the interface and content. Hyperlink relevant words or phrases (e.g., "There are some things to keep in mind when registering a trademark.").

  • Avoid present perfect tense and the passive voice

    Try to stay in the present, not the past, and keep your writing active. Avoid things like "We have received your order" or "Our team has reviewed your request." Keep it simple—"We received your order" and "Our team reviewed your request."

  • Use contractions

    Contractions keep things casual and make a sentence flow more quickly. Instead of "We will connect you with an attorney," say "We'll connect you with an attorney."