uniformity: zap more smart apostrophes

plus tweaks to editorial guide

Author: petecooper

README.md

@@ -8,27 +8,27 @@ As follows:
 
 1. Review the [documentation collaboration procedures](https://docs.textpattern.com/brand/user-docs-collaboration). The who, what, when, where, (you know why), and how of it all.
 2. Review the [user documentation guidelines](https://docs.textpattern.com/brand/user-docs-guide). These provide near everything you need to know for writing and editing documentation, specifically.
-3. Review the [editorial style guide](https://docs.textpattern.com/brand/editorial-style-guide). This is Textpattern’s baseline editorial guidelines across all project sites and written material. Here will be high-level rules about orthographical style, spelling, punctuation, brand name usage, and so on. (If you get a 404, the document is still under major revision. Skip to next item and please come back later.)
+3. Review the [editorial style guide](https://docs.textpattern.com/brand/editorial-style-guide). This is Textpattern's baseline editorial guidelines across all project sites and written material. Here will be high-level rules about orthographical style, spelling, punctuation, brand name usage, and so on. (If you get a 404, the document is still under major revision. Skip to next item and please come back later.)
 4. Continue according to skill level or interest…
    * If drafting new pages (and/or editing existing pages): Clone this repository (we assume you know how). If aiming to draft something new, ensure you have already [proposed the page](https://github.com/textpattern/textpattern.github.io/issues/new?assignees=&labels=&template=propose-new-page.md&title=proposed%3A+) and got consensus. And use the [documentation page template](https://docs.textpattern.com/brand/user-docs-page-template) to start easier.
-   * If editing existing pages only: Clone repository or use GitHub’s web interface, explained in next section. 
+   * If editing existing pages only: Clone repository or use GitHub's web interface, explained in next section. 
 
 Whether you clone the repository or use the web interface to make changes, a pull request will be initiated and reviewed by repository owners.
 
-**Important!** Before making any changes to documentation pages, look at the [open issues](https://github.com/textpattern/textpattern.github.io/issues) list to see if anyone else is already assigned on the page *and* the issue appears with a 'drafting’ or 'editing’ [label](https://github.com/textpattern/textpattern.github.io/labels) on it, or any other label that suggest someone is actively focused on the document. If so, do not touch those pages until such labels are removed. At that point, if you’re still inclined, contact the assignee(s), if any remain indicated on the issue, and enquire about the document’s status. Version control is a wonderful thing, but there is a collaborative editorial workflow in place too. We don’t want to make roll-backs unnecessarily.
+**Important!** Before making any changes to documentation pages, look at the [open issues](https://github.com/textpattern/textpattern.github.io/issues) list to see if anyone else is already assigned on the page *and* the issue appears with a 'drafting' or 'editing' [label](https://github.com/textpattern/textpattern.github.io/labels) on it, or any other label that suggest someone is actively focused on the document. If so, do not touch those pages until such labels are removed. At that point, if you're still inclined, contact the assignee(s), if any remain indicated on the issue, and enquire about the document's status. Version control is a wonderful thing, but there is a collaborative editorial workflow in place too. We don't want to make roll-backs unnecessarily.
 
-## Editing via GitHub’s web interface
+## Editing via GitHub's web interface
 
-If you want to help *edit existing pages*, and have a GitHub account but would rather not fork or clone around, you can work directly via GitHub’s web interface.
+If you want to help *edit existing pages*, and have a GitHub account but would rather not fork or clone around, you can work directly via GitHub's web interface.
 
 Proceed as follows:
 
 1. See steps 1 through 3 in the list above.
 2. Inform collaborators of what you think needs done via an issue, in this way:
-   1. Search [all issues](https://github.com/textpattern/textpattern.github.io/issues?utf8=%E2%9C%93&q=is%3Aissue+is%3Aall) (both open and closed) to see if an issue already exists for the page you’re concerned about (subject pattern is `page: {title of page}`). If it does exist, use that issue to discuss the objective, re-opening it if necessary.
+   1. Search [all issues](https://github.com/textpattern/textpattern.github.io/issues?utf8=%E2%9C%93&q=is%3Aissue+is%3Aall) (both open and closed) to see if an issue already exists for the page you're concerned about (subject pattern is `page: {title of page}`). If it does exist, use that issue to discuss the objective, re-opening it if necessary.
    2. If no issue already exists for the page, open a new issue using the [Propose new page](https://github.com/textpattern/textpattern.github.io/issues/new?assignees=&labels=&template=propose-new-page.md&title=proposed%3A+) template. This will be the dedicated issue for the page going forward.
 3. When clear how to best make revisions, via issue discussion, go to the page in the documentation tree, likely organized in one of the following subdirectories: [*administration*](https://github.com/textpattern/textpattern.github.io/tree/master/administration), [*development*](https://github.com/textpattern/textpattern.github.io/tree/master/development), [*faqs*](https://github.com/textpattern/textpattern.github.io/tree/master/faqs), [*tags*](https://github.com/textpattern/textpattern.github.io/tree/master/tags), or [*themes*](https://github.com/textpattern/textpattern.github.io/tree/master/themes). (The [*brand*](https://github.com/textpattern/textpattern.github.io/tree/master/brand) directory is for editors only.)
-4. Click the pencil icon at top-right of the document (the hover text will read, 'Edit this file’). You’ll then be in document edit mode.
-5. Make your revisions. Ensure you’re following conventions for [strings formatting](https://docs.textpattern.com/brand/user-docs-guide#formatting-interface-strings) and [marking up pre-defined content](https://docs.textpattern.com/brand/user-docs-guide#markup-and-styling) elements.
+4. Click the pencil icon at top-right of the document (the hover text will read, 'Edit this file'). You'll then be in document edit mode.
+5. Make your revisions. Ensure you're following conventions for [strings formatting](https://docs.textpattern.com/brand/user-docs-guide#formatting-interface-strings) and [marking up pre-defined content](https://docs.textpattern.com/brand/user-docs-guide#markup-and-styling) elements.
 6. Hit the **Commit changes** button when finished. This will initiate a pull request. The request will be reviewed (and likely merged) by a repository owner.
 7. Check your changes in the front-end of the document to ensure any formatting or styles used were applied correctly.

_includes/atts-global.html

@@ -25,7 +25,7 @@ <h3 id="common-global-attributes">Common global attributes</h3>
     <dd><strong>Default:</strong> {% if include.class == null %}unset{% else %}{{ include.class }}{% endif %}.</dd>
 
     <dt><code>default="value"</code></dt>
-    <dd>The value to display if the tag’s output is blank.</dd>
+    <dd>The value to display if the tag's output is blank.</dd>
     <dd><strong>Values:</strong> Any.</dd>
     <dd><strong>Default:</strong> {% if include.default == null %}unset{% else %}{{ include.default }}{% endif %}.</dd>
 

_includes/index-lists-tags.html

@@ -1,4 +1,4 @@
-There are standard HTML tags, and there are Textpattern’s *super tags!* Feel the power. 
+There are standard HTML tags, and there are Textpattern's *super tags!* Feel the power. 
 
 <section>
 

_layouts/collection.html

@@ -39,7 +39,7 @@
 
     {{ content }}
 
-    <p class="alert-block information footnote report-issues">If you notice any kind of problem with this page’s construction or content (outdated information, typos, broken links, or whatever), <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/issues/new?assignees=&labels=&template=discuss-existing-page.md&title=page%3A+{{ page.url }}">open an issue</a> to have it sorted. Or <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/blob/master/README.md">have a go at it</a> yourself. :)</p>
+    <p class="alert-block information footnote report-issues">If you notice any kind of problem with this page's construction or content (outdated information, typos, broken links, or whatever), <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/issues/new?assignees=&labels=&template=discuss-existing-page.md&title=page%3A+{{ page.url }}">open an issue</a> to have it sorted. Or <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/blob/master/README.md">have a go at it</a> yourself. :)</p>
 </div>
 
 {% include footer.html %}

_layouts/document.html

@@ -52,7 +52,7 @@
 
     </article>
 
-    <p class="alert-block information footnote report-issues">If you notice any kind of problem with this page’s construction or content (outdated information, typos, broken links, or whatever), <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/issues/new?assignees=&labels=&template=discuss-existing-page.md&title=page%3A+{{ page.url }}">open an issue</a> to have it sorted. Or <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/blob/master/README.md">have a go at it</a> yourself. :)</p>
+    <p class="alert-block information footnote report-issues">If you notice any kind of problem with this page's construction or content (outdated information, typos, broken links, or whatever), <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/issues/new?assignees=&labels=&template=discuss-existing-page.md&title=page%3A+{{ page.url }}">open an issue</a> to have it sorted. Or <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/blob/master/README.md">have a go at it</a> yourself. :)</p>
 </div>
 
 {% include footer.html %}

_layouts/landing.html

@@ -48,7 +48,7 @@
 
     </article>
 
-    <p class="alert-block information footnote report-issues">If you notice any kind of problem with this page’s construction or content (outdated information, typos, broken links, or whatever), <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/issues/new?assignees=&labels=&template=discuss-existing-page.md&title=page%3A+{{ page.url }}">open an issue</a> to have it sorted. Or <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/blob/master/README.md">have a go at it</a> yourself. :)</p>
+    <p class="alert-block information footnote report-issues">If you notice any kind of problem with this page's construction or content (outdated information, typos, broken links, or whatever), <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/issues/new?assignees=&labels=&template=discuss-existing-page.md&title=page%3A+{{ page.url }}">open an issue</a> to have it sorted. Or <a rel="external" target="_blank" href="https://github.com/textpattern/textpattern.github.io/blob/master/README.md">have a go at it</a> yourself. :)</p>
 </div>
 
 {% include footer.html %}

administration/languages-panel.md

@@ -40,7 +40,7 @@ Additional language Textpacks may be added in future Textpattern releases, as th
 
 You can also install a new language strings manually here at any time, such as for multi-lingual publishing efforts, using the 'Install from Textpack' box. Paste additional language strings for your site into this box and select 'Upload' to install them.
 
-The strings will often come in the form of a downloadable Textpack, distributed with a plugin to permit the plugin’s language strings to be used natively within Textpattern. International authors may then translate these packs as necessary and redistribute the localized content to the community.
+The strings will often come in the form of a downloadable Textpack, distributed with a plugin to permit the plugin's language strings to be used natively within Textpattern. International authors may then translate these packs as necessary and redistribute the localized content to the community.
 
 ## Known Issues
 

administration/preferences-panel.md

@@ -21,7 +21,7 @@ Site preferences are global settings for your Textpattern site. They include set
 
 ### Site name
 
-**Site name** is the title of your website. By default, Textpattern fills this field with 'My Site’, though it can be changed to your preference.
+**Site name** is the title of your website. By default, Textpattern fills this field with 'My Site', though it can be changed to your preference.
 
 A travel-centric website, for example, might be:
 
@@ -37,12 +37,12 @@ Brewster's Java Joint
 
 **Site URL** is the homepage address where your Textpattern site is viewed. This should be set to your domain or hostname without the <i>http(s)://</i> protocol and without the trailing forward slash (<i>/</i>).
 
-If you use '<i>www</i>’, then use this pattern:
+If you use '<i>www</i>', then use this pattern:
 
 www.example.com
 {:.example}
 
-If you enforce dropping the '<i>www</i>’ by way of a rewrite rule, use this pattern:
+If you enforce dropping the '<i>www</i>' by way of a rewrite rule, use this pattern:
 
 example.com
 {:.example}
@@ -70,15 +70,15 @@ Use plain text only (i.e. no markup), as it is HTML-escaped before output.
 
 The **Production status** choice defines the level of error reporting and diagnostic information provided by Textpattern. There are three options:
 
-'Live’ is best suited for production (live) websites and uses fewest server resources. In 'Live' mode, no errors or diagnostics will be displayed to your visitors.
+'Live' is best suited for production (live) websites and uses fewest server resources. In 'Live' mode, no errors or diagnostics will be displayed to your visitors.
 
-'Testing’ is best suited for the initial setup and design of a stable release of Textpattern. Any PHP errors and selected Textpattern warnings will be displayed on public pages. Browser caching is disabled. Performance information will be included in HTML comments at the end of every Textpattern page, including:
+'Testing' is best suited for the initial setup and design of a stable release of Textpattern. Any PHP errors and selected Textpattern warnings will be displayed on public pages. Browser caching is disabled. Performance information will be included in HTML comments at the end of every Textpattern page, including:
 
 * the time it took the server to build the page ("Runtime")
 * the number of database queries executed
 * approximate peak memory usage
 
-'Debugging’ is best suited for diagnosing problems in Textpattern pages, forms, plugins and PHP code. PHP notices will be displayed, in addition to the errors and warnings shown in 'Testing' mode. Browser caching is disabled. Performance information will be included in HTML comments at the end of every Textpattern page, including:
+'Debugging' is best suited for diagnosing problems in Textpattern pages, forms, plugins and PHP code. PHP notices will be displayed, in addition to the errors and warnings shown in 'Testing' mode. Browser caching is disabled. Performance information will be included in HTML comments at the end of every Textpattern page, including:
 
 * the time it took the server to build the page ("Runtime")
 * the number of database queries executed
@@ -125,19 +125,19 @@ Select which HTML [doctype](https://www.w3.org/wiki/Doctypes_and_markup_styles)
 
 The Logging preference allows you to select what kinds of visiting activity Textpattern should record when such activity occurs. The recorded information is displayed in the [Visitor logs panel](/administration/visitor-logs-panel) for you to review. The selection menu has three options.
 
-Select 'None’ if you don’t want Textpattern to log visitor information at all. This is the default selection. When 'None’ is selected, all logging functionality throughout the back end will be hidden in the interface and the **Visitor logs** panel link will be removed from the list of panel options in the Admin region. This helps keep unwanted functionality from being a distraction. The logging functionality all comes back again if the preference is changed to 'Yes’.
+Select 'None' if you don't want Textpattern to log visitor information at all. This is the default selection. When 'None' is selected, all logging functionality throughout the back end will be hidden in the interface and the **Visitor logs** panel link will be removed from the list of panel options in the Admin region. This helps keep unwanted functionality from being a distraction. The logging functionality all comes back again if the preference is changed to 'Yes'.
 
-Select 'All hits’ if you want the logger to collect information for all site visits.
+Select 'All hits' if you want the logger to collect information for all site visits.
 
-Select 'Referrers only’ if you only want to log information about visitors from another location. This option allows you to see what kind of traffic your site is getting, while at the same time eliminating any log entries that might result from your own access to the site (e.g. while making any site updates; generally you do not need to see your own activity on your site).
+Select 'Referrers only' if you only want to log information about visitors from another location. This option allows you to see what kind of traffic your site is getting, while at the same time eliminating any log entries that might result from your own access to the site (e.g. while making any site updates; generally you do not need to see your own activity on your site).
 
 ### Logs expire after how many days?
 
 When you are using Textpattern for logging (see above), you can set how long (in days) those logs should be kept. '7' will keep the logs available for seven days.
 
 ### Accept comments?
 
-This is a global setting for whether or not you want to allow your articles to accept comments. When set to 'No’, all comments functionality throughout the administration side will be hidden from view in the interface, and the Comments panel link will be removed from the list of panel options in the Content region. This helps keep unwanted functionality from being a distraction. The comments functionality all comes back again if the preference is changed to 'Yes’. 
+This is a global setting for whether or not you want to allow your articles to accept comments. When set to 'No', all comments functionality throughout the administration side will be hidden from view in the interface, and the Comments panel link will be removed from the list of panel options in the Content region. This helps keep unwanted functionality from being a distraction. The comments functionality all comes back again if the preference is changed to 'Yes'. 
 
 ## Admin preferences
 
@@ -217,11 +217,11 @@ This preference setting does not affect the status or articles created or edited
 
 Setting this preference to 'Yes' will ensure that long article titles lines never have only the last word on a new line. Instead, the two last words will appear on a new line.
 
-This setting can prove problematic in responsive pages at smaller page widths, because the non-breaking space character between the last two words may cause titles to overspill their parent container. In that case, set this preference to 'No’.
+This setting can prove problematic in responsive pages at smaller page widths, because the non-breaking space character between the last two words may cause titles to overspill their parent container. In that case, set this preference to 'No'.
 
 ### Use excerpts on articles?
 
-By choosing 'No’ the excerpt field will not be shown to authors on the [Write panel](/administration/write-panel#excerpt).
+By choosing 'No' the excerpt field will not be shown to authors on the [Write panel](/administration/write-panel#excerpt).
 
 ### Allow form override?