What Tone of Voice should you use for your website copy?

When it comes to the tone of voice for your website copy, it really depends on the overall tone and voice of your brand.

It’s important to decide what kind of messaging you want to create on your website before getting started. If you don’t plan ahead of time, your website copy will likely be inconsistent with different tones. This may not seem like a big deal, but every detail matters when you are building a cohesive brand identity.

Here are our best tips for determining what Tone of Voice you should use for your website copy.

Be consistent

Consider your target audience and what would resonate with them most. If you’re a more serious or formal business, then a more professional tone would be appropriate. However, if you’re a fun and friendly business, then a more casual tone would be better suited. The important thing is to remain consistent with the voice you use across all of your marketing materials.

For example, if you’re using a lighthearted and friendly tone in your social media posts, but using a very formal and professional tone on your website, it’s going to confuse people. It’s important to maintain one cohesive voice across all channels in order to create a strong and recognizable brand identity.

Consider your target audience

Decide what kind of message you want to send with your website copy before getting started. What overall feeling are you trying to evoke? Do you want people to feel happy, excited, educated, or something else entirely? Once you have a good grasp on the kind of message you want to communicate, it will be much easier to choose the right words and phrases to get that message across.

If you’re not sure what kind of tone would most resonate with your audience, consider doing some market research or reaching out to a professional copywriter who can help you figure out the best way to communicate with potential customers visiting your website.

Take a look at your competition

By understanding what your competitors are doing, you can adapt and improve your own WordPress website.

To do a competitive analysis, take a look at how your competition is communicating with your shared audience. Take note of what they’re doing well and avoid making any of the mistakes they are making. This will help you create better website copy that resonates with your audience.

There’s no need to be intimidated by competitor analysis. By taking a close look at what your competition is up to, you can learn a lot about what’s working in your industry and what’s not. Plus, you can likely find some new ideas to help you stand out from the crowd.

Here’s how to perform a Competitor Analysis:

1. Identify your top 3-5 competitors.

This may seem obvious, but it’s important to make sure you’re looking at the right businesses. In the context of researching Tone of Voice for your website copy, you should look at businesses that offer the same (or similar) service or product to your ideal customers, as well as businesses who offer something completely different to that same group of people.

Remember, you are trying to determine what will resonate with your target audience.

2. Analyze their social media content. 

Once you’ve identified your competitors, take a look at their website and social media accounts. See what kind of content they’re sharing and how their (aka YOUR) audience responds to it. What is the style of the messaging; is it professional and formal, or casual and fun?

Social media in particular is a great place to go to see how your audience is reacting to various types of content.

Do your competitors share helpful tips, or is there content more salesy? What format is the content they share: images, videos, gifs, or just text? Which posts get the most interaction in the form of comments and likes?

By understanding what content is resonating well with your shared audience, you can adapt and improve your own WordPress website.

3. Make a list of the keywords they are targeting.

This will help you get an idea of the language they are using to speak to their audience, as well as any specific topics or areas they focus on. You can use online tools to research the keywords your competitors are targeting.

Take note of whether they use a formal or casual tone, whether their copy is serious or humorous, etc., and decide if that’s something you want to emulate in your own website copy

4. Use this information to improve your own website.

The information gathered in the steps above should now be painting a picture of the persona of your competitors. If you had to describe their “style,” what would you call it. The words that come to mind are most likely their brand’s Tone of Voice.

You can now determine if that is how you would like to communicate with your customers. You may find your competitors to be too stuffy and formal and choosing a lighter, fun tone could be just the thing to set you apart.

By taking the time to do a competitor analysis, you can ensure that your WordPress website is using a Tone of Voice that resonates with your ideal customer.

Test out a few different options to see what works best for you

Finally, don’t be afraid to experiment. If you’re not sure what tone of voice to use, then try out a few different ones and see which one works best. The important thing is to find a tone that feels comfortable and natural to you.

As you can see, there are many factors to consider when determining what Tone of Voice to use for your website copy.

When it comes to your website copy, the sky’s the limit in terms of tone and voice. You can really have fun with it and experiment to see what works best for your business. Just remember to remain consistent with the voice you use across all of your marketing materials.


Tone of Voice field in Bertha Brand Settings, highlighted with a red box around it.

Bertha AI can write copy in your Tone of Voice

Ok so you have determined a Tone of Voice that you’d like to start using on your website and marketing materials. Bertha is ready to help! You can add your chosen tone into the Tone of Voice field that appears in several templates, as well as in your Brand Settings.


This post was written with the help of Bertha AI. It scored 97% Unique on a plagiarism checker. (Most universities accept as low as 75% unique, so this is an excellent result!)

Plagiarism - 3%, Unique - 97%.


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