Your website should read with the same voice and tone as your front line support or sales person would communicate. Your brand should have a voice and tone that reflects the products and services you offer.
You want to be friendly, truthful, and informative to build long lasting trust. For example, if you’re offering professional services, the last thing you want to do is publish content that speaks negatively about the competition…even in a well meaning comparison…because that’s not very professional! On the other hand, if you’re selling a product, a comparison is expected.
Put yourself in the shoes of your visitor and understand their emotional state when visiting your website… then communicate in your brand’s voice and tone.
TIP: Create a voice and tone style guide within your organization to deliver meaningful messages to your visitors.
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