chapter 01 · tone of voice
tone of voice:
pick a style
Most sites don't have a design problem. The words could belong to anyone. Choose one style and carry it through the hero, buttons, form labels and thank-you screen.
the styles
01minimal
Calm and spare, often lower-case. No adjective survives unless it's working.
sounds like:
we make beautiful, fast websites. that's the whole pitch.
02playful
Warm and quick, a little cheeky. Keep the jokes in the small text.
sounds like:
Tell us about the project. We reply before your coffee goes cold.
03editorial
Full sentences, considered rhythm. Reads like a magazine, not a brochure.
sounds like:
We work in three acts: the idea, the design, and the build that keeps it honest.
04technical
Precise and factual. Numbers instead of adjectives, no hype.
sounds like:
Sub-1s first paint on 4G. 100/100 Lighthouse on every page we ship.
05warm
Human and plain-spoken. Second person, short words, no jargon.
sounds like:
Tell us what you need. We'll be honest about what it takes.
06luxe
Restrained and unhurried. Fewer words, more space, never a discount.
sounds like:
Considered websites for a small number of clients each year.
how to pick yours
- 01Choose one style and stay with it. Mixing two can make the voice feel vague.
- 02Write a short “we say / we don't say” list. Ten lines is enough.
- 03Use the same tone everywhere, from the hero and services to the form and confirmation screen.
- 04Cover your logo. If a stranger can still tell who you are, it's working.
want words and design that sound like you?
we build sites voice-first. copy and layout in the same pass.
enquire about a site build