There are obviously many elements that go into cultivating a thorough and unique website. Many of these elements actually determine the level of success you’ll experience. While there are many elements you shouldn’t do, there are far more elements you should focus on perfecting. Perhaps the most important of these is fully understanding the tone and voice communicated throughout your website. Although this is a topic thick with opinions and advice, the most effective way to fully understand and cultivate an effective tone and voice is by understanding its four primary dimensions: enthusiasm, humor, respect and formality.
Isolating Your Tone and Voice
It should come as no surprise that the purpose and overall goal of your website will determine the overarching tone and voice found throughout your website. For example, if you run a consulting firm and wish to attract higher quality customers, you should primarily focus on formality and respect. Of course, you can sprinkle in humor and enthusiasm as you see fit, your target demographic is likely not looking for a side-busting joke or a video about cats.
Perhaps one of the most effective ways to isolate your unique tone and voice is by reviewing your high-performing competitors who target your ideal demographic. You should never copy their tone and voice, but you should utilize this information as a general guide of what your customers/visitors are attracted to. Once you’ve isolated this information you can begin the long process of fine-tuning your unique voice.
Utilizing Power Words
Many website administrators and designers have a love/hate relationship with industry-specific power words. While the use of certain words can guarantee a lack of interest and user engagement, if you fail to incorporate certain keywords then you may not attract the type of visitor you desire. Therefore, you must masterfully incorporate power words that are hyper-specific to your business and industry without going overboard. How can you call upon the feeling and power of these words without falling into a stereotypical format?
An Extension of Your Brand
The tone and voice of your website, which doesn’t solely include text but also visuals and overall design elements, is a direct extension of your brand. Unlike face-to-face interactions with customers, where you have a chance to extend your brand through customized conversations, your digital interface is your only chance to accomplish this goal. Therefore, it’s beyond important that you call upon three elements: Brand Personality, Industry-Specific Keywords and Appropriate Tone/Voice. This can take a lot of time to fine-tune; however, when done correctly, you’ll swiftly see user engagement (and subsequent sales) will skyrocket.