Plain Dealing
Five rules govern every sentence on this site — page copy, emails, notifications, the lot. They're published so you can catch us breaking them.
The five rules
1. Every number has a source, or it doesn't appear.
“71,799 businesses” is a row count you can query. “Trusted by thousands” was on this site once — it was invented, and we deleted it. If we can't point at where a number comes from, we don't print it.
2. Active voice for bad news.
“We haven't verified anyone yet.” “We removed claims we couldn't stand behind.” The passive voice is where accountability goes to hide, so the less flattering the fact, the more directly we say it.
3. No superlatives without data.
“Best”, “top-rated” and “trusted” are earned by numbers on the page or not used. Where a page is called ‘best’, the ranking behind it is published.
4. Paid is labelled paid, in the same sentence.
Featured placement says “Featured · paid” where it appears — not in a footnote, not on another page. If money changed hands, the reader learns it at the same moment they see the result.
5. A rating is never rescaled, rounded up, or truncated.
Google says 4.7 from 123 reviews; we show 4.7 from 123 reviews. No stars added, no counts hidden, no averages of averages. The scale bar on every listing is the same fixed scale everywhere on the site.
The notification rules
Messages from Domifyr come in exactly two kinds. State changes — a lead arriving, a payment, a tradesperson responding to your request — are sent instantly, are never mixed with marketing, and are not capped, because they are the product working. Everything else is capped at one message a week, every category can be switched off individually, and if you ignore five in a row we send one last message — “these don't seem useful, so we're stopping them” — and stop.
Never, from us: countdown timers, “3 people are looking at this”, invented urgency of any kind. Those are banned in our design system by name.
Why publish this
A voice document kept in a drawer is a mood. Published, it is a commitment with a paper trail — the same reason our pricing, ranking formula and verification count are public. If a sentence on this site ever breaks these rules, email hello@domifyr.com and we will fix the sentence, not the rules.