Establishing Tone of Voice for Digital Content

Establishing Tone of Voice for Digital Content

Creating a tone of voice for website digital content that is best for a client base will indicate to customers how you are communicating with them. More than half (53.3%) of website traffic is driven by organic search. Read more to learn about identifying and implementing a tone of voice for businesses as a web design company.

Identify Your Tone of Voice

Before you can begin creating content the company must decide on the voice of a brand. Ask what tone is best for the website design and brand as a whole. Keep in mind the client and potential clients that a business is trying to reach. You can help craft this by looking at these four dimensions of the tone of voice:

  • serious vs. funny
  • enthusiastic vs. matter-of-fact
  • casual vs. formal
  • irreverent vs. respectful

Choose one from each bullet point to create guidelines by which to write. To make sure this is working, grab a few different samples of content from a website and assign tone descriptors to them. Ask employees to identify the tone being used in the writing. You can also use a product reaction test for the tone of voice. This will test the implementation of tone in digital marketing posts.

After you identify the correct tone, pick from the list of tone descriptors from below to zero in on the exact tone:

  1. Authoritative
  2. Caring
  3. Cheerful
  4. Coarse
  5. Conservative
  6. Conversational
  7. Casual
  8. Dry
  9. Edgy
  10. Enthusiastic
  11. Formal
  12. Frank
  13. Friendly
  14. Fun
  15. Funny
  16. Humorous
  17. Informative
  18. Irreverent
  19. Matter-of-fact
  20. Nostalgic
  21. Passionate
  22. Playful
  23. Professional
  24. Provocative
  25. Quirky
  26. Respectful
  27. Romantic
  28. Sarcastic
  29. Serious
  30. Smart
  31. Snarky
  32. Sympathetic
  33. Trendy
  34. Trustworthy
  35. Unapologetic
  36. Upbeat
  37. Witty

Why is Tone of Voice Important?

Having a definitive tone of voice will help businesses connect with their clients. It can make clients feel that a business cares for them and their needs. This, in turn, creates a level of trust between the brand and the client that can be built upon. When a tone of voice is consistent it can help improve your revenue. Having a consistent tone gives the business a personality for consumers to identify. This all helps to keep a brand memorable and keep consumers coming back for more.

Making conscious decisions about tone of voice in the process of website design can elevate the services that digital marketing companies provide. To reap the most benefits keep a uniform tone across all content and the website for a business.

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