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How can I find the right tone and voice for my content?

man in a business suit speaking through a bullhorn

Posted by Vikki

February 19, 2024

Running a small business means wearing many hats, and one of them is being the voice of your brand. Your website is often the first place people get to know you, so it’s crucial to make a good impression. But how do you decide the right way to talk to your customers?


Why voice and tone are key

Your website’s voice and tone are like the clothes your brand wears. They say a lot about who you are before you even greet your visitor. Getting them right means visitors feel welcome, understood, and more likely to stick around. It’s not just about what you say but how you say it that can turn a casual browser into a loyal customer.


Finding your voice

The voice of your website should be a reflection of your brand’s personality. Is your brand more like a friendly neighbor or a wise mentor? The way you answer this question shapes your voice. For small business owners, this often means letting your personal values and approach to business shine through.

Plain language advocate Deborah Bosley reminds us that clarity is key. Your website should avoid jargon and complex language. Instead, aim for simplicity and directness. This doesn’t mean dumbing things down but rather making sure everyone can understand and connect with your message.

Adjusting your tone

While your voice stays the same, your tone can change depending on the situation. Think of it as adjusting your speaking style to match the mood of a conversation. If you’re announcing a new product, your tone might be excited and energetic. If you’re addressing a customer service issue, you might adopt a more understanding and reassuring tone.


Tips for defining your voice and tone

  • Know your audience: Understand who you’re talking to. What do they care about? How do they speak? This knowledge will guide how you communicate with them.
  • Be yourself: Your voice should be authentic. If you’re naturally humorous, let that come through. If you’re more serious, that’s fine too. Your audience will appreciate the authenticity.
  • Use plain language: Deborah Bosley emphasizes the importance of clear and accessible language. Avoid industry jargon and opt for words that everyone can understand.
  • Practice empathy: Always consider how your audience might feel. This can help you decide the right tone to use in different parts of your website.
  • Get feedback: Share your content with friends, family, or loyal customers. They can tell you if your voice and tone feel right and if your message is clear.

Picking the right voice and tone for your small business website doesn’t have to be complicated. It’s about knowing your audience, being true to your brand’s personality, and speaking clearly and empathetically. By following these guidelines, you can create a website that not only communicates effectively but also connects deeply with your visitors.


Need help with your content?

If you’ve found these insights on defining the right voice and tone for your small business website helpful, it’s time to take the next step. Start by reviewing your website content through the lens of clarity, empathy, and authenticity. Remember, the goal is to resonate with your audience and reflect your brand’s unique personality.

Not sure where to begin? We’d love to hear from you. Share your thoughts, challenges, or successes in refining your website’s voice and tone in the comments below. Or, if you’re seeking more personalized guidance, reach out to us directly. Let’s work together to make your website truly speaks to and engages your audience.

Connect with us today—let’s ensure your brand’s voice is heard loud and clear!

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