Tone of voice

What is voice?

The Siteimprove voice encompasses our brand personality, tone, and style. It’s how we talk to customers, prospects, and partners. It's the general impression readers get of Siteimprove. The purpose of our brand voice is to ensure our message is delivered consistently, so customers and readers always get the impression that our content has a Siteimprove feel. Our brand voice isn’t a static part of Siteimprove—it’s something we solidify through repetition and consistency. The key takeaway: Voice gives our writing the Siteimprove feel

What’s the difference between tone and voice?

Voice is consistent and always the same, but our tone changes as we adapt to the situation we’re in. Think about it as an individual: you talk and behave as yourself all the time, but you might tweak that behavior and language depending on whether you’re talking to a friend, a coworker, or a parent. The key takeaway: Voice is constant, tone is fluid.

Siteimprove's tone

When you write for Siteimprove, context should inform your tone. The foundation of our tone is friendly, positive, and empathetic. Show respect to our audience, our customers, and the platform we’re writing for. Use simple, clear language, be open and respectful, and talk like a person. Be serious when the situation calls for it and be relaxed when that’s more appropriate. The key takeaway: Let context inform your tone, but always be positive, friendly, and empathetic.

Woman giving lecture

Siteimprove’s voice: EPIC

The point of having a brand voice is using it. To make our voice easy to understand, remember, and share we use an acronym: EPIC. When writing content, speaking to customers, or representing our brand, we aim to be Empowering, Personable, Insightful, and Clear.

Empowering

Description:

We strive to give our customers the tools, expertise, and insights they need to achieve their goals.

Do:

Focus on what your audience wants to achieve. Lead readers directly to the answers they want using specific examples and actionable steps

Don't

Take up space with noncritical information or fluffy examples Leave your reader with any questions

Personable

Description:

We’re people helping other people. We’re grounded in real problems, conversations, and solutions. We want our readers to know there are actual people behind Siteimprove.

Do:

Use positive, conversational language Use short words, contractions, and everyday language Be informal Be yourself

Don't

Use too much slang or be too casual Lose sight of the core message or audience Be too quirky Be unprofessional Be too technical or use jargon

Insightful

Description:

Our writing, our product, and our support aim to give customers a deeper understanding that enables them to make smarter decisions.

Do:

Introduce new ideas and be original in your thinking Cite all sources you use Use trusted, reputable sources Always give readers the why ehind what you’re explaining Give readers enough information to make decisions confidently

Don't

Use too much slang or be too casual Lose sight of the core message or audience Be too quirky Be unprofessional Be too technical or use jargon

Clear

Description:

We’re to the point and concise in our communication. We prioritize clarity above all else.

Do:

Make your writing crisp Write for scanning Get to the point fast—start with the key takeaway Remember we have an international audience

Don't

Use two words when one will do Use unnecessary acronyms or jargon Use country-specific language and examples Use colloquialisms Use passive voice