Language & Tone

Language & Tone
30 May 2023     1890

Language & Tone

The language and tone on your website hold considerable power in shaping how visitors perceive your brand, engage with your content, and take action. As such, it becomes of interest to shape the way you lay out and present your content.

But, as usual, understanding the idea behind it is one thing and carrying out the changes another. So, we are going to dive into some practical tips to wield that power effectively and create a website that communicates clearly and hopefully captivates your audience.


Cut back on the jargon, complicated terms, and industry lingo. Keep it simple and clear, making your content accessible to a wide range of users. Plain language eliminates confusion, making your website user-friendly and inclusive.

Also, set out a scheme of what you are going to write in a give post, or on a give page. That way there is a distinct point-to-point path that you follow. Make that path explicit for the users as well. The easier it is for them to follow along the better.

a picture of a laptop

Use different analytic tools to understand your audience and speak their language. Try to use the language that would better fit them, use the tone that is more conversational, direct, not vague, etc.

Tailoring Tone to Context

Different pages call for different tones. A product description might benefit from a persuasive and enthusiastic tone, while a FAQ page demands an informative and concise tone. So, you should adapt your tone to match the context and purpose of each page.

Each page of your blog serves a specific purpose. It could be to educate, inform, or convince your readers. Structure your language and tone, within brand established limits, around that.

Brand Personality

Infuse your website copy with your brands personality to leave a more lasting impression. Use storytelling, humor, or conversational language that aligns with your brands voice and values. Stuff like that gets less neglected than cut and dry, boring content. Unfortunately even if that boring content is actually useful. So, you might wanna spice it or punch it up.

schemes and sketches

Warm and approachable language humanizes your brand and fosters deeper connections. Your website and the content on it should not read like one giant ad. People are bombarded with enough of them anyway.

So, personalize your websites communication whenever possible. Address visitors by their name in emails or notifications, and offer personalized recommendations based on their browsing or purchase history. Make it feel like you are speaking directly to them. But do not be overzealous. They are not your friends, nor should you act like they are. That comes off as disingenuous. Just treat them as well as an organization reasonably can treat their customers.

Compelling and Action-Oriented Content

Opt for active voice in your content to make it direct, engaging, and action-oriented. Active voice provides clarity and emphasizes the subject performing the action, making the flow smoother in general. Also, it is much more readable.

You can additionally enhance readability by using short sentences, paragraphs, bullet points, and subheadings. Ensure legible font size and typeface for effortless reading across devices. Remember, concise and to-the-point content is appreciated, so trim unnecessary fluff. That goes for the semantic content as well. Sure, some of it might be fun, but make sure it contributes to the story, the point or the paragraph. Do not meander.


Strategically place calls to action (CTAs) throughout your content to guide visitors. Clearly communicate the next steps you want them to take, using persuasive language that highlights the value or benefits they will receive. But avoid sounding desperate and do not use overly strong statements. You are not offering life-changing medicine, its just some products or services.

You can go an extra mile by eliminating errors by proofreading and editing your content. Grammatical mistakes, typos, and inconsistencies can undermine your credibility. Utilize grammar and spelling tools and seek a fresh perspective to ensure error-free content.

Now, armed with these tips, hopefully you can better address some of the inconsistencies and generally problematic aspects of your website. Happy crafting!