CAF HEATING / MESSAGING & WRITING GUIDE
Edition 01

OUR PURPOSE
Help local people feel at home with their heating.

OUR NAME
Write CAF Heating, with a space. Use Carlton Fuller & Sons when telling the family story. The joined CAFHeating wordmark is a visual treatment only.

OUR LEAD MESSAGE
Your home. Your heating. In good hands.

ONE-LINE INTRODUCTION
Family-run gas, heating and plumbing services across South London and Surrey.

ABOUT THE BUSINESS
CAF Heating is a family-run gas, heating and plumbing business serving South London and Surrey. Founded by Carlton Fuller in 1996, the business brings together Carlton and his sons, Simon and Stephen. From boiler servicing and installations to landlord gas certificates and everyday plumbing, we help local people look after their homes.

OUR VOICE
Warm: speak person to person. Use we, you and natural contractions.
Capable: explain what happens next and what needs checking.
Plainspoken: use everyday words and explain technical terms on first use.
Considerate: respect the customer's time, home and budget.

ADAPT THE TONE
First hello: welcoming and useful. Introduce the team and make the next step clear.
A breakdown: calm and direct. Ask for the postcode and symptoms. Confirm availability before promising a visit.
A quote: clear and specific. Explain the scope and give the customer room to decide.
Helpful advice: patient and practical. Explain one thing at a time. Gas work and internal boiler repairs belong with a qualified engineer.

WRITING HABITS
Use British English, sentence case and active verbs.
Use short sentences and short paragraphs.
Use full stops, commas or a spaced hyphen.
Explain acronyms on first use, for example landlord gas safety record (CP12).
Avoid jargon, forced jokes, pressure selling and unsupported superlatives.
Check prices, registration details, warranties and review scores before publishing.
Never invent testimonials, arrival times or savings claims.

USEFUL CALLS TO ACTION
Book a service
Request a callback
Get a quote

BEFORE IT GOES OUT
Does it sound like a person from our team?
Are the details accurate and the claims evidenced?
Is the logo clear and the text easy to read?
Does the reader know what to do next?

Full visual guide: /brand
Editorial inspiration:
https://styleguide.mailchimp.com/voice-and-tone/
https://github.com/PostHog/posthog.com/blob/master/contents/handbook/content/posthog-style-guide.md