How Tone of Voice Drives Digital Success

“It’s not what you say, but how you say it”, the famous quote from psychologist Albert Mehrabian, is a perfect summation of what I’m going to discuss in this article. Now, yes I know, websites don’t ‘talk’ per se, but the content on them has a tone and voice that your users will interpret as part of your brand identity and the way they ultimately interact with you.  

However, tone of voice is about more than just words. It’s about connecting with your audience in a way that feels natural, authentic and expected of your brand or sector; getting it right can have a transformational impact on your digital presence.  

Firstly, it’s vital to understand how your tone of voice can change the impression people have of your brand and their interpretation of what you’re trying to say.  

Recently, I’ve been listening to the Radio 4 Podcast ‘Communication with Ros Atkins’. In episode one, the great Rob Brydon does an excellent job of articulating how pace, words and tonality initiate a response in the person you are communicating with. He uses the example of a paramedic turning up to help you at the scene of an accident. Imagine that paramedic turned up with an opening shriek and, speaking at a rate faster than even I can manage, proceeded to say “oh wow, ok, that’s not good, oh dear, urghh what's that, ok what we’ll, erm, do first is…”. Instead, you’d expect a steady, reassuring tone, words that calm and a clear, precise plan of how they will help you; you want to be reassured they’re in control and confident.  

Importantly, the words and tone you use not only have to suit the scenario, but they must also connect with your end audience too.  

In just the same way you’ll likely speak differently to your friends in the pub compared to how you would speak to a potential client – words matter. This means your tone may have to flex based not only on who you’re talking to but where you interact with them – you may be relatively formal or business like on your website, but your social may lean more towards the informal or humorous (think Aldi). Creating an authentic connection between your brand and audience is a key selling and customer service tool.  

I cannot stress this enough. Once you’ve nailed your tone of voice, consistency is crucial. Having one section of your site sound formal while another is full of slang can confuse visitors and dilute your brand’s message. A consistent tone across all touchpoints - whether it’s your website, social media, or customer support (allowing for the audience nuances we’ve discussed above) - helps reinforce your brand identity and ensures people know exactly who they’re interacting with.  

Creating tone of voice guides is a key aspect in helping your whole team keep that consistency – let them know what words you would never say, what words you might say (based on medium) and the overall feeling you want the audience to have when interacting with your content.  

In the end, tone of voice is what takes your website from being just a collection of words to a full-on conversation with your audience. It gives your brand personality, builds trust, and helps you stand out. So next time you’re working on your website, remember: It’s what you say AND it’s how you say it.