In-Product Content
eSignature UX Writing Standards
Marketing in Product
Core Principles
Do's
Use clear language (8th grade reading level)
Highlight benefit to user
Honestly acknowledge CTA destination
Don'ts
Overpromise or bait and switch
Use jargon or acronyms
Use idioms (don't localize well)
Use aggressive sales tactics
Marketing in Product: Examples
Switch and save
Keep the product you love and save by switching to annual billing.
�View Plans
Buy now?
Have your cake and eat it too! Switch to an annual billing plan now.
�Buy Now
IPC Module Types
Module | Placement | Audience | |
| Upsell block | Home page | All |
| Toast message | Home page | All - specific use cases only |
| Template empty state | Templates | Digital only |
| Post send page | After sending | Digital only |
| Upgrade modal | Home page | Digital only |
| Promo banner | Home page | Digital only |
| Promo/Adoption banner (Yellow & Blue) | Home page | All |
| Sidekick (Black & Blue) | Home page | All |
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Modules Map
Upsell Block Specifications
Content Elements:
Header:
25 char max | Sentence case | No punctuation unless ?
Body:
95 char max | Light explanation
CTA:
3 words max | Verb first | Title Case
Example:
Switch and save
Keep the product you love and save by switching to annual billing.
View Plans
Toast Message Specifications
Content Elements:
Body Text:
66 char max | Short phrase or feature name
CTA:
3 words max | Verb first | Title Case
Example:
Try auto-tagging. Save time and let us suggest field placement.
Request Early Access
Empty State Specifications
Content Elements:
Header:
32 char max | Sentence case
Body:
200 char max | Light explanation
CTA:
3 words max | Verb first | Title Case
Example:
Resending the same envelopes?
Try templates. Save time by saving and reusing documents, placeholder recipients, and fields.
Create a Template
Post-Send Page Specifications
Content Elements:
H1 Header:
32 char max | Cannot be changed | Sentence case
H3 Subtitle:
50 char max | Short and sweet | Sentence case
Body:
200 char max | Optional explanation
CTA:
3 words max | Verb first | Title Case
Example:
Envelope sent!
What is an envelope?
At DocuSign, envelopes are containers for documents that you send to a recipient to sign.
Manage Envelopes
Upgrade Modal Specifications
Content Elements:
Header:
20 char max | Sentence case
Body:
95 char max | Light explanation
CTA:
3 words max | Verb first | Title Case
Example:
Your trial has ended!
Loving the DocuSign eSignature? Let's find the right paid plan for you.
Buy Now
Promo Banner Specifications
Content Elements:
Header:
25 char max | Sentence case
Body:
100 char max | Sentence case
CTA:
2 words max | Verb first | Title Case
Example:
Join us for DocuSign 101
Register for our live webinar on Tuesday to see live demos and get your eSignature questions answered.
Register Now
Adoption Banner Specifications
Content Elements:
Header:
40 char max | Sentence case
Body:
100 char max | Sentence case
CTA:
3 words max | Verb first | Title Case
Example:
New feature: Auto-tagging
Save time with AI-powered field placement suggestions.
Add to Calendar
Sidekick Specifications
Content Elements:
Header:
25 char max | Sentence case
Body:
100 char max | Light explanation
CTA:
3 words max | Verb first | Title Case
Example:
Send to thousands with one click
Bulk Send makes it simple to send the same documents to thousands of recipients at once.
Let's try it
Key Takeaways
Character limits ensure content fits within UI constraints
Sentence case and title case maintain consistency
Verb-first CTAs drive clear action
User benefit focus over feature descriptions
Localization-friendly language (no idioms)
Clear, honest messaging builds trust