Writing for the web: 3 steps to finding your tone of voice

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Over time people in certain professions seem to develop a certain way of speaking. The best way to stand out from the crowd is to find your unique tone of voice.

People on certain professions tend to use the same sentences and expressions. Those who stand out from the crowd seem to avoid using the same repetitions and clichés as people in their field: they have a unique tone of voice.

Accounting firms usually offer similar products, so it is important to use communication as a tool to differentiate yourself. This is not just about what you say, but mainly about how you say it. Finding your tone of voice will differentiate you from your peers and will help you gain and retain clients.

If you are a sole practitioner, the tone of voice of your website can be an extension of your personality. However, an organisation needs to find a common voice. In that case, the basis of your tone of voice can be a mix of the unique set of people working for your firm, their ways of seeing the profession and the way they express themselves.

You can find your tone of voice by following these steps:

1. Begin with your values 

Think about your company’s values and what you want to communicate. You can begin by answering the following questions: 

  • What was the firm set up to do?
  • How do you improve the lives of your clients?
  • What makes your way of working different?

2. Choose your language 

The second step is to decide how you are going to communicate your messages: If you want to come across as friendly, try being informal and jargon-free while avoiding slang.

Do you want to appear open and trustworthy? Aim for inclusivity and personal language without being patronising.

3. Know your audience

Is your client-base mainly made up of young professionals or older business oriented professionals? You will want to use a more formal language if your main client-base is made up of older professionals. However, it is important to take into account that excessive formality, while portraying seriousness, can be perceived as dull or cold. Too much informality, on the other hand, can portray individuality while making you look unprofessional.

Once you have chosen the tone of voice you will use on your website, remember to be consistent. Content written with different tones of voice will make your website look disjointed.

Would you like to know more about finding the tone of voice for your website? Visit our website or talk to one of our editorial team today by calling 0117 915 0420.