Content & tone

RAGT's voice in its interfaces : professional, direct, never cold.

Tone

RAGT speaks to agriculture professionals, internal teams and partners. The tone stays sober and factual (no familiarity, no superlatives) but always human : we explain why an action is needed before asking for it, never the other way around.

Writing rules

DirectOne sentence, one idea. Say "Send", not "Click here to send your message".
Formal addressAlways "you" in a formal register, never casual — consistent across all RAGT products.
Action verbsButtons and links start with an infinitive verb : "Download", "Contact", "View details".
No technical jargonAn error message explains the problem and the fix, with no internal code or developer terms.