02 English Language

English copy is written for American families (en-US). It sounds like a friend with kids and a dog who knows how a sofa really gets used: the scene comes before the feature, and the worry gets answered before the next step.

Voice

Trait	Is	Isn't	Example
Warm	Like a friend talking; the customer is you, the brand is we	Sales talk, exaggerated enthusiasm, making decisions for the customer	Not sure which size fits? Start with the wall you want it on.
Reassuring	Answer the worry first (spills, pets, size, delivery), then give the next step	Creating anxiety, rushing people, dodging limitations	Spilled juice? Unzip the cover and wash it.
Real-life	Specific people, times, actions and spaces	Adjectives such as ultimate comfort and premium quality	When friends come over, pull the chaise out and make room.
Joyful but grounded	Light, a little humor, short sentences	Exclamation points, emoji, big words such as life-changing	Movie night just got roomier.

The overall voice leans casual: conversational, but no slang. Marketing and social can be funny; transactional, customer service and legal text stays serious.

Adjusting Tone by Context

Context	How to write	Example
Marketing (homepage, ads, email)	One scene at home + one product reason	After a long day, sink in. When the juice spills, unzip the cover and wash it.
Transactions and logistics	Facts first: dates, number of items, next step	Your order is processed within 2 business days. Freight delivery takes 7–15 business days after that.
Customer service and after-sales	Acknowledge the facts first, then give the next step and the time frame; no stock phrases	Your cover arrived torn. Send us a photo within 7 days of delivery and we'll start a claim.
Legal and compliance	Accurate and complete, with no marketing tone	Msg & data rates may apply. Reply STOP to opt out.
Social engagement	More relaxed; numbers and service claims still get checked	Three kids, one dog, one very washable sofa.

Four Questions Before You Write

Who's using it? When and where? What's happening? How does the sofa help? Write once you can answer all four. If you can't, pick a different scene; don't fill the gap with adjectives.

Formatting

Item	Write	Don't write
Spelling	American: color, gray, favorite	colour, grey
Lists	No serial comma: covers, cushions and sections	covers, cushions, and sections
Numbers	Spell out one through nine and use numerals for 10 and up; prices, sizes, dates and seat counts always use numerals	3 kids (in narrative) → three kids
Prices	Product pages and ads: $1,299; cart and checkout: $1,299.00	USD 1299, $1299.00 (on product pages)
Dates	Oct. 25; Oct. 25, 2026; Sept. 8; March 3 (March through July aren't abbreviated)	10/25/26, 25 Oct
Time	9 a.m. ET	9AM EST
Dimensions	118" W × 64" D × 30" H, optionally followed by 300 × 163 × 76 cm	118x64x30 inch
Ranges	7–15 business days (en dash)	7-15 Business Days
Seats	3-seater; 5-seat sectional	three seater
Price on buttons	Add to cart · $1,299	ADD TO CART - $1,299
Brand	WJS Home; Home Is Where Joy Settles	WJShome, Where joy settles

Capitalization

Page and section headings use AP title case: Made for Real Family Life.
Buttons, labels, forms, messages, body copy, ad headlines and email subject lines use sentence case: Add to cart, The cover comes off for washing.
No all caps, and no uppercase transforms in CSS either. The value proposition is always Home Is Where Joy Settles.

Word List

Use	Don't use
sofa, sectional, couch (in casual contexts)	settee, divan
sink in, curl up, stretch out, room for everyone	ultimate comfort, unparalleled, world's softest
covers zip off for washing	stain-proof, pet-proof, easy-clean miracle fabric
rearrange, move the chaise, change the layout	endless layouts, fits any home, transforms your life
Free shipping · 30-day returns · 2-year limited warranty	Free & fast delivery, free returns, lifetime warranty, 100-night trial
Payment options at checkout	0% APR, interest-free (until the terms are checked)
family, kids, pets, movie night, nap, spill	luxury, luxurious, premium, designer, elevate, curated
we, you, your home	the customer, users, consumers

Never use: emoji; Hurry, Last chance, Don't miss out, Oops; !!!; eco-friendly, sustainable, non-toxic, hypoallergenic; best, #1, revolutionary; You'll love it.

Copy Library

The copy below is ready to use. Square brackets mark what to replace; fill in prices, discounts and dates from current data.

Homepage and Landing Pages

Hero (everyday)

Headline	Subheadline	Button
Home Is Where Joy Settles	Sofas made for movie nights, nap times and the occasional spill.	Shop sofas
Sink in after a long day	Cloud-soft seats, with covers that zip off when life gets messy.	Shop Deluxe Cloud
Room for everyone, including the dog	Deep seats and soft cushions, with space for everyone on movie night.	Find your sofa
Spills happen. The cover comes off.	On sofas marked Washable, the cover zips right off.	See how it works

Section headings

Section	Heading	One-liner
Comfort	Made for Real Family Life	Deep seats and soft cushions, with room to curl up or stretch out.
Washable	Covers That Zip Off and Wash	When juice or muddy paws hit the cushions, unzip the cover and wash it. Check the care label first.
Modular	Rearrange It When Life Changes	Move the ottoman where you need it, or split the sections when you move.
Storage	Storage Where You Sit	Ottomans lift open for blankets, board games and stray toys.
Sizing	Find the Right Size for Your Room	Measure your wall and doorways, then compare sizes side by side.
Reviews	What Families Are Saying	Real reviews only, quoted as written; see 05
Service	Free Shipping on Every Order	30-day returns and a 2-year limited warranty. See the details.

Product Page

Description structure: The first paragraph sets a comfort scene. The second gives the single most compelling reason, and the third gives a second reason or the size. Specs come after that. Each paragraph runs two to three sentences.

Deluxe Cloud Sereno L-Shaped Sectional (example)

The Sereno is the sofa you sink into after the kids are finally asleep. Deep seats and soft cushions give everyone room to stretch out or curl up.

When juice spills or muddy paws find the cushions, unzip the cover and wash it. Check the care label before the first wash.

The ottoman lifts open for blankets, board games and the toys that end up everywhere.

Matrix Orris Chaise Sectional (example)

Pull the chaise out for movie night and push it back when you need the floor. Matrix sections connect and come apart, so the sofa can change with your room.

Soft corduroy covers zip off for washing, which helps when you share the couch with kids or a dog.

Short selling points (feature badges and bullet lists)

Reason	Badge (≤ 20 characters)	Bullet
Washable	Washable covers	Covers zip off for washing
Modular	Modular	Sections rearrange to fit your room
Storage	Storage ottoman	Ottoman lifts open for storage
Comfort	Deep seat	Seat depth: [29.5"]

Buy box

Placement	Copy
Button	Add to cart · $1,299
Delivery time (large items)	Processed within 2 business days, then 7–15 business days by freight.
Delivery time (small items)	Processed within 2 business days, then 5–8 business days by parcel.
Delivery time (preorder, custom, out of stock)	Made to order. Estimated delivery in 4–10 weeks; we'll confirm your date with your order.
Policy line	Free shipping · 30-day returns · 2-year limited warranty
Payment	Payment options at checkout
Size link	Will it fit? See dimensions

Product page FAQ

Question	Answer
Can I wash the covers?	Yes. The covers zip off. Follow the care label on your cover for washing and drying.
How long does delivery take?	Orders are processed within 2 business days. Sofas ship by freight and arrive in 7–15 business days after that. Shipping is free.
Can I return it?	You can request a return within 30 days of delivery. The sofa needs to be unused, unassembled and in its original packaging. Return shipping is paid by the customer unless the item arrived damaged or defective.
What does the warranty cover?	New products have a 2-year limited warranty from the date of delivery. It covers defects in materials and workmanship under normal home use.
Will it fit through my door?	Check the box dimensions on this page against your doorways, hallway and stairs.

Cart and Checkout

Placement	Copy
Shipping line	Shipping: Free
Delivery note	Sofas ship by freight. Most arrive in 7–15 business days after processing.
Returns note	30-day returns on unused, unassembled items in original packaging. Final Sale items can't be returned.
Checkout button	Check out
Empty cart	Your cart is empty. Start with the sofa that fits your wall.
Invalid promo code	This code didn't work. Check the spelling or try another code.
Expired promo code	This code has expired.
Undeliverable address	We can't ship to APO, FPO or DPO addresses. Try a different address.
Payment failed	Your payment didn't go through. Check your card details or choose another payment method.
Out of stock	This color is out of stock. Choose another color or get an email when it's back.

Email

Subject lines ≤ 50 characters. Preview text ≤ 90 characters and adds what the subject line didn't say. One primary button per email.

Email	Subject line	Preview text	Body points	Button
Welcome 1 (after sign-up)	Welcome to WJS Home	Here's how to pick a sofa your family will use every day.	Picking a sofa is easier when you start with your room and the people in it. Measure the wall, count who sits there on movie night and think about how you like to sit.	Find your sofa
Welcome 2 (day 3)	The cover comes off	Spills, paws and crumbs go in the wash.	Show one cover being unzipped and washed. One line on checking the care label.	See washable sofas
Welcome 3 (day 6)	How families use their sofas	Real reviews from homes with kids and pets.	Two or three real reviews, quoted as written, with the reviewer's first name and product.	Read reviews
Abandoned cart 1 (1 hour)	Your sofa is still in your cart	Free shipping on every order.	Still deciding? Free shipping · 30-day returns · 2-year limited warranty.	Return to cart
Abandoned cart 2 (24 hours)	Questions about size or delivery?	We can help you check dimensions before you order.	Reply to this email or call (213) 824-6872. We'll help you check dimensions, delivery and returns.	Return to cart
Order confirmation	We got your order, [First name]	Here's what happens next.	Thanks for order #[number]. It's processed within 2 business days. We'll email you tracking as soon as it ships.	View order
Shipped	Your sofa is on its way	Track your delivery anytime.	Your [product] has shipped. Freight delivery takes 7–15 business days.	Track order
Before delivery	Before your sofa arrives	A few minutes now makes delivery day easier.	Measure doorways and the hallway. Clear a path to the room. When the boxes arrive, check each one. If anything is damaged or missing, send us photos within 7 days of delivery.	See delivery tips
After delivery	Getting settled with your new sofa	Care tips for the first few weeks.	Check the care label before the first wash. Plump the cushions now and then to keep their shape.	See care guide
Review request (14 days after delivery)	How's the sofa?	Tell other families what it's like to live with.	You've had your [product] for a couple of weeks. A few honest words help other families choose.	Write a review

SMS

Send only to numbers that have opted in. The first marketing text names the brand and says how to opt out.

Context	Copy
Sign-up confirmation	WJS Home: Thanks for signing up. Free shipping on every order. Msg & data rates may apply. Reply STOP to opt out.
Abandoned cart	WJS Home: Your [product] is still in your cart. Free shipping on every order: [link] Reply STOP to opt out.
Shipped	WJS Home: Order #[number] has shipped. Track it here: [link]
Sale event	WJS Home: Labor Day Sale. [X]% off select sofas through [Sept. 8]: [link] Reply STOP to opt out.

Social Ads (Meta, TikTok)

Recommended limits: primary text ≤ 125 characters, headline ≤ 40 characters, description ≤ 30 characters; TikTok text ≤ 100 characters.

Angle	Primary text	Headline	Description
Comfort	After bedtime, the living room is yours again. Deluxe Cloud seats are deep and soft enough to sink into.	Sofas you can sink into	Free shipping on every order
Washable	Kids spill juice and dogs track in mud. Our sofa covers zip off for washing, so the couch can keep up.	The cover comes off for washing	Free shipping on every order
Family	Room for two kids, one dog and whoever has the remote. Find a size that fits your family.	Room for the whole family	30-day returns
Modular	New apartment, different wall? Matrix sections come apart and go back together in a new layout.	A sofa that changes with your room	Free shipping on every order
Sale event	Our Labor Day Sale is on: [X]% off select Deluxe Cloud sofas through [Sept. 8].	Labor Day Sale: [X]% off	Ends [Sept. 8]

TikTok text example: Juice on the couch? Unzip the cover and wash it.

Search Ads (Google)

Headlines ≤ 30 characters, descriptions ≤ 90 characters.

Headline	Description
WJS Home Sofas	Deep, soft seats and covers that zip off for washing. Free shipping on every order.
Sofas With Washable Covers	Rearrange Matrix sections as your room changes. Free shipping and 30-day returns.
Cloud-Soft Sectional Sofas	Sofas made for kids, pets and movie nights. 2-year limited warranty on new products.
Modular Sofas for Families	Shop L-shaped, U-shaped and chaise sectionals. Free shipping on every order.
Free Shipping on Every Order
30-Day Returns
2-Year Limited Warranty
Deluxe Cloud Sectionals
Matrix Modular Sofas

Pinterest

Titles ≤ 100 characters. The first 50 characters of the description must make sense on their own.

Title	Description
Cozy family living room with a cloud-soft sectional	A deep-seat sectional with room for the whole family. The covers zip off for washing.
Washable sofa ideas for homes with kids and pets	Sofa covers that zip off and go in the wash. Ideas for living rooms that get used every day.
Small living room idea: a compact corduroy sofa	A small-space sofa for apartments and reading corners. Soft corduroy in warm colors.
How to measure for a sectional	Measure the wall, the doorways and the path to the room before you order.

Sale Events

Six events: Presidents' Day, Memorial Day, 4th of July, Labor Day, Fall & Anniversary and Black Friday / Cyber Monday. Dates follow each year's actual sale dates.

Placement	Template	Example
Announcement bar	[Sale name]: [X]% off select sofas through [date]. Free shipping on every order.	Labor Day Sale: 20% off select sofas through Sept. 8. Free shipping on every order.
Hero headline	[Sale name]	Black Friday Sale
Hero subheadline	Save [X]% on [series] through [date].	Save 25% on Deluxe Cloud through Dec. 1.
Hero small print	Home Is Where Joy Settles (on the same screen)
Email subject line	[Sale name]: [X]% off [series]	Memorial Day Sale: 20% off Matrix
Ending reminder	[Sale name] ends [day]	Labor Day Sale ends Monday

Write only specific discounts and end dates. Use Up to only when the top discount covers a substantial share of the sale items; see 05.

Customer Service Replies

Question	Reply
When will it arrive?	Your order is processed within 2 business days. Sofas ship by freight and usually arrive in 7–15 business days after that. You'll get tracking by email when it ships.
Can I return it?	You can request a return within 30 days of delivery. The item needs to be unused, unassembled and in its original packaging. Return shipping is paid by the customer unless the item arrived damaged or defective. For sofas, it usually runs $60–80 per seat.
Arrived damaged	I'm sorry it arrived damaged. Please send photos of the damage and the box, plus your order number. We need these within 7 days of delivery to start a claim.
Warranty	New products have a 2-year limited warranty from the date of delivery. It covers defects in materials and workmanship under normal home use. Email info@wjshomestore.com with your order number, a short description and clear photos.
Pet damage / spills	The warranty covers defects in materials and workmanship, so pet and spill damage isn't included. The covers do zip off for washing, so follow the care label for your cover.
How do I wash it?	Unzip the cover and follow the care label on it. If your label says machine-washable, use the settings listed there.
Installments	You'll see the payment options available for your order at checkout.
Order status	Here's the tracking link for order #[number]: [link]. Freight carriers update tracking as your sofa moves.

Errors and Empty States

Say what happened, then give the next step. Don't blame the customer, and don't use Oops.

Context	Copy
Missing form field	Enter your email so we can send your order updates.
Invalid email format	Check your email address. It should look like name@example.com.
No search results	No results for "[term]". Try "sectional" or "washable".
404	We can't find that page. Head back to sofas or search for what you need.
Empty saved items	Nothing saved yet. Tap the heart on any sofa to keep it here.