A Quick Guide to Developing Website’s Tone or Voice

You and your marketer can do seemingly everything right for your website yet find out that it lacks somewhere. One of the aspects that many websites fail to nail down or give importance to is the tone and the voice of the website.

Visitors may find two business websites similar in terms of service offerings, web design structures, etc., but the tone or the voice of one website might steal all the visitors away from the other.

Tone vs Voice

A tone is when you express ideas or what you want to say differently to someone who is a kid and differently to an aged man. A tone is based on what words you choose and how you arrange them.

On the other hand, your voice is the overall personality while expressing your ideas. And the voice remains constant regardless of the age of your audience.

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How to Set the Correct Tone for Your Website?

Before working on setting the tone of your website, find out the answer to two sets of questions.

Your target audience

  1. What is the age group of your audience?
  2. What kind of region do they belong to – domestic or international?
  3. What are they looking for in your business?

The goal of your website

  1. Generating sales?
  2. Showcasing your work?
  3. Providing educational value and awareness?
  4. Driving engagement?
  5. Driving new leads?

It is important to set these insights before the web design starts because it must guide the visual design to set the voice. Your website’s voice and content must align with your target audience’s expectations and goals of your website. If you are trying to show your prospects as a pioneer of some service in the country, your content needs to be professional and highly unique too; it would be weird to have a website design that many other simple websites have.

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Developing the Tone After Setting

After clearly learning the target audience and the goal of your website, the next step in the process is deciding the tone. If your business is digital marketing, it is important that your representatives are not only knowledgeable about digital marketing, but are also aware of the fact that not all prospects know digital marketing jargon.

So, you need someone who is well-familiar with everything digital marketing and can explain it easily to the prospects.

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Make It Consistent Across All Your Webpages

From the home page to each of the service web pages, make sure the tonal voice is consistent throughout. If on your home page you are explaining how your marketing services can help new or small businesses, it is also important to explain technical jargon or avoid using them on service pages.

Did you know that you can also adopt the same tone of writing content for the privacy policy or terms and conditions? When your tone for the website has reached even the legal contents of the website, there’s no reason why it cannot be on the remaining web pages.


It would be best for you to avoid AI tools while writing or setting the tone for your websites, as AI still hasn’t developed enough yet to understand your audience and your goals at a higher level. Even while proofreading, it is important to consider the changes made before being accepted for the final draft.

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Website Developer

Having more than eight years of experience, Deepak Chaudhary is well versed in planning and prototyping new applications. Deepak Chaudhary is on the Website Developer team. As part of his many operational duties at JDM Web Technologies, Deepak Chaudhary oversees web development and builds the company culture. With a background in design and development, Deepak Chaudhary has the unique perspective of creating a website. Deepak Chaudhary started programming in 2010 and became an experienced web designer. He is well known for testing the site and applying different browsers. He has been are often involved with the designing and appearance of a website.

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