Writing for Zapier Partners
Zapier integrates with hundreds of web apps. We consider any company with a Zapier integration a Zapier partner.
We work directly with our partners and their users every day to teach people about the power of automation. This section covers how we approach creating content for someone else’s audience.
Writing Content for a Partner’s Site
Sometimes we get the chance to write directly to a partner’s audience. This is an opportunity to make Zapier—and our partners—look good.
We help partners create a variety of content, including help documentation, integration directories, blog posts, emails, and videos. Here’s what all of that content should have in common.
Match their style
When writing content for a partner’s site, play by their rules. Make sure you’re capitalizing the right words and using the right terms.
Mechanics matter when you’re talking to partners’s power users. Avoid technical jargon like “API”, unless you know that your audience is familiar with the term.
Emulate their voice
Read some of the content this partner has published before, and mimic their style. Strike a balance between making frequent readers comfortable and writing in your voice.
Stay consistent with Zapier’s style guidelines for concepts related to our product, but harmonize as much as possible.
Use relevant examples
Leverage your reader’s existing knowledge. Explain Zapier’s value with examples that match the context. For example, if you’re writing a piece for the MailChimp blog, you can assume your reader knows what email marketing is.
Avoid awkward associations
We work with a lot of partners, and some of them compete with each other. Never reference a potential competitor on a partner’s site.
Assume zero Zapier knowledge
Remember that your audience might never have heard of Zapier before. Don’t be afraid to cover the basics.
Link back to the app directory and embed Zap templates
Don’t make the reader work to figure out how they can use Zapier with a partner’s product. Include a prominent link to the partner’s app directory page (
https://zapier.com/apps/APPNAME/integrations/) at the top of the piece. Include more than one link throughout the piece, if possible.
Embed or link to Zap templates in the piece. Templates help people get started with the partner’s Zapier integration faster.
Capitalize partner product names correctly
Pay attention to the styling in all product names, including spaces and capitalization. It’s MailChimp, Zendesk, and Help Scout (not Mailchimp, ZenDesk, or Helpscout).
Focus on benefits
Focus your content on Zapier’s benefits for the reader. Address why someone should use this integration. What’s in it for them?
Creating Partner-Facing Content
We communicate directly with our partners in a variety of ways—including direct emails, newsletters, Help Scout tickets, issue reports, and developer documentation. When you write something that partners will be reading, follow these guidelines.
Assume zero Zapier knowledge
Although these are our partners, they may be new to the company or generally unfamiliar with Zapier. Don’t be afraid to cover basics around what Zapier is and why it’s useful to that partner’s users.
Listen and be helpful
Actively seek opportunities to listen to a partner’s issues and goals. Go out of your way to help them reach those goals.
Focus on the benefits for their users
Frame your communication in a way that shows Zapier’s benefits for the partner’s users. Address why their users need this integration.
Avoid internal jargon
Avoid phrases like “Zap template embeds”. Instead, translate our internal jargon into terms that make sense to anyone, such as “Here are some pre-made integrations for your users. Where’s the best place to put these so people can discover them?”
Consistency helps us better communicate our message. These definitions help us write about our partners, their team members, and their products.
- Partner refers to the overall organization that is building a Zapier app (or that we want to build a Zapier app). It often comprises a team of people with multiple roles (for example: developer, PM, marketing, leadership) or could be an individual developer (or tinkerer) building an app that they plan to keep in invite-only mode forever. Anyone with an app on Zapier is a Partner.
- Developer is an individual (or individuals) on the Partner’s team responsible for building the app. A Zapier developer is not always an engineer, but they do have enough technical skills to build against our developer platform.
- App is a partner’s app on Zapier, not to be confused with the partner’s product. The distinction is important primarily for Partner-facing language, specifically for the case where we are trying to distinguish between their app and product.
- Integration is another acceptable term for the partner’s app on Zapier.
- Partner Product is our partner’s product or service, the experience they provide for users outside of Zapier. For example, we might write, Use the Partner API to embed Zapier into your product. Again, this is used primarily for partner-focused content. This doesn’t necessarily apply to user-facing content, since users often think of the partner’s product as an app.
- Embedded Experiences or simply Embeds are the tools partners use to embed Zapier into their product. These tools are the Partner API and the Embed Widget.
- Embed Widget refers to widget.js, the copy-paste embedded experience.
- App Development Guide outlines the App Development Checks that every app must go through before they go public.
- Zap Templates are pre-configured Zaps. A Zap template will pre-define each trigger and action step and will create field mappings to make it easy for a user to get started.
- Developer Platform encompasses all the tools that enable our Partners to build Zapier Apps and Embedded Experiences.
- Trusted App Developers are third party contracting companies that we trust to build Zapier Apps on behalf of Partners.