Word List

These words can be slippery. Here’s how we write them. (If it’s not on this list, defer to the AP Style Guide.)

  • add-on (noun, adjective), add on (verb)

  • back end (noun), back-end (adjective)

  • best seller (noun), best-selling (adjective)

  • beta

  • brick-and-mortar

  • checkbox

  • coworker

  • click-through rate (CTR)

  • cost per click

  • double-click

  • drop-down (noun, adjective), drop down (verb)

  • e-commerce (the industry)

  • ePub

  • email (never hyphenate, never capitalize unless it begins a sentence)

    • To name

    • From name

    • Reply-to name

    • Subject line

    • Cc, Bcc

  • emoji (singular and plural)

  • front end (noun), front-end (adjective)

  • geolocation

  • Gmail

  • GSuite

  • hashtag

  • homepage

  • integrate

  • internet (never capitalize unless it begins a sentence)

  • login (noun, adjective), log in (verb)

  • Like (the social media activity)

  • multichannel

  • nonprofit

  • OK

  • online (never capitalize unless it begins a sentence)

  • opt-in (noun, adjective)
, opt in (verb)

  • pay-per-click (PPC)

  • pop-up (noun, adjective), pop up (verb)

  • pre-filled

  • pre-sale

  • signup (noun, adjective), sign up (verb)

  • SPAM

  • sync

  • third party (noun), third-party (adjective)

  • tweet, retweet

  • username

  • URL

  • website

  • well-known

  • WiFi

Words to avoid

  • automagical

  • funnel, incentivize, leverage, disruption, thought leader, or other fluffy corporate terms

  • internets, interwebs, or any other variation of the word “internet”

  • ninja, rockstar, wizard, unicorn (unless referring to a literal ninja, rockstar, wizard, or unicorn)

  • young, old, elderly, or any other word describing a person's age

  • crushing it, killing it

  • crazy, insane, or similar words to describe people