Finding Your Website’s Voice
When most people think about building a website, the first thing that comes to mind is visuals—colors, fonts, photos, and layouts. But there’s another piece that’s just as important: the way your website sounds.
Your website’s voice, or tone, sets the stage for how visitors connect with your brand. It’s not just what you say, but how you say it. The right tone can instantly make your audience feel understood, welcomed, and confident in your business.
Why Tone Matters
Think of your website as a conversation. When someone lands on your homepage, they’re essentially saying, “Tell me who you are and why I should care.” Your voice answers that question.
A sophisticated tone communicates expertise and trustworthiness.
An approachable tone makes your brand feel warm and easy to connect with.
A bold tone conveys confidence and innovation.
A playful tone shows personality and creativity.
The tone you choose shapes perception long before a visitor decides to book a service, purchase a product, or send you a message.
Start With Adjectives
One of the simplest ways to find your brand’s tone is to write down a few adjectives that describe how you want your audience to feel. These words become your compass, guiding both your design and your copy.
For example:
Sophisticated → polished fonts, neutral colors, concise messaging.
Approachable → friendly language, inviting visuals, conversational copy.
Bold → strong headlines, high-contrast design, confident wording.
Playful → vibrant colors, quirky illustrations, lighthearted copy.
Once you’ve chosen your adjectives, you can align your visuals and messaging so everything feels cohesive.
Bringing It All Together
When your design and copy share the same voice, your website feels intentional and clear. Visitors won’t just see your site—they’ll experience it. And that connection is what transforms casual browsers into loyal clients.
So next time you’re refining your website, don’t just ask how it looks. Ask yourself:
“What does it sound like?”