How We Talk About Zapier

Zapier fills different needs for different people. That can make it tough to describe without giving an example. In the end, though, it comes down to three benefits:

We try to synthesize those into a simple message:

“Zapier helps you connect and automate the apps you use to get stuff done, so you can spend more time on human work.”

We also have a couple taglines:

Introducing Zapier to New Audiences

When you’re introducing Zapier to a new audience, focus on the pillars of our product:

Try to capture two or three of these benefits in your first sentence:

When possible, zone in on a specific app. Examples that are relevant to your reader are the best way to create a light-bulb moment.

The more specific we can be, the better.

What resonates with new users

What doesn’t resonate with new users

Writing About Zapier

Zapier-specific words and terms

Like many apps, Zapier has its own lexicon for explaining the product. We try to keep things as simple as possible, but here are some terms that hold special meaning in our app.


A Zap is a workflow made up of apps, one trigger, and one or more actions. Each piece of a Zap is called a step. Zaps connect your apps

“To save time, set up a Zap that automatically tweets out blog posts as they’re published.”

Step Notes: Zap should always be capitalized. For inexperienced users, it’s helpful to call Zaps “workflows”.


Zaps automate Tasks. A Task is counted every time Zapier does something on your behalf. If you set up a Zap that automatically sends emails, each time we send an email, it counts as a Task.

“Last week, this Zap automated 126 Tasks for you.”

Style Notes: We capitalize Task because it’s part of our pricing structure, and we want to avoid confusion around the “tasks” that might exist in to-do or project management apps that someone connects to Zapier.

Task should be capitalized only when referring to an item that Zapier automates. For example, in this sentence, “task” should not be capitalized:

“Erin wanted to take that task off her plate, so she used Zapier.”

Make sure you avoid saying things like “Zaps complete actions.” While this is technically true, it creates some confusion around our pricing terms.

Trigger, action, and search action

Zaps are made up of building blocks called triggers and actions. There’s also a special type of action called a search action.

The trigger the first step of any Zap. It’s the signal that tells us when automatically complete the actions in a workflow. Here’s the process in sentence form:

When this trigger happens, do this action, (then this action, etc.)

Actions generally create or update something in an app, and triggers tell them when to do it.

Search actions are different. They look up existing data in an app, and return it so you can use it in a following step.

Style Notes: Lowercase trigger, action and search action when they’re used as nouns.

“This Zap triggers whenever someone fills out my typeform. Then, I use a MailChimp action to add their email address to my mailing list.”

We also use trigger and action alongside the word “step” when we’re talking to someone about their Zap.

Premium apps

A handful of integrations on our platform are marked as Premium apps. You need a paid account to use these apps.

Style Notes: When talking about Premium apps, only capitalize the word “Premium”, as it refers to something that requires Zapier Premium. If you’re displaying a Premium App in our app, do your best to mark it as “premium” so users aren’t surprised later.

Words to avoid

When talking about Zapier, avoid these: