Tone of Voice: Do You Want to Sound as Good as You Are?

Well, a website refresh is a great first step! 

This year, we’ve had more opportunities to help organisations rediscover how they sound online and we’re not complaining. It’s one of our favourite jobs. There’s something incredibly satisfying about working alongside an organisation and finding the words that make them sound like themselves. 

Tone of voice is at the heart of it. It’s more than style; in fact, language used on a website doesn’t need to be super polished, it just needs to sound real and reflect the values at the heart of an organisation. The right tone of voice builds trust and reflects what your organisation is all about to the outside world.  

The obvious question is: what is the “right” tone of voice? 

The truth is, it’s different for every organisation. If we look at a charity, the right tone of voice might mean using language that challenges social stereotypes, for example, shifting perceptions about people who use foodbanks, or tackling stigma around disability. 

Ultimately though for all organisations in the voluntary and community sector, it’s about clearly communicating their own value and purpose. When we worked on the website news section for Vineyard Compassion, regularly adding fresh stories helped show a vibrant charity with deep roots in its community. That ongoing rhythm of regular communication is tone of voice in action, reflecting something authentic and alive! 

Sometimes, capturing a tone of voice that truly does justice to the incredible work and services an organisation provides isn’t as simple as it seems. We’ve been lucky to work with some sensational clients lately, and it’s been a joy to help them communicate their value to the people who need their support, to help them sound as good as they are. 

A clear tone of voice is essential, not only to connect with potential service users, but also to ensure an organisation’s value is evident to funders and partners. In challenging times for the Voluntary and Community sector, this kind of investment in communication has never been more important.  

👉 If your website could do with a language refresh, or if your tone of voice doesn’t feel quite “you” let us help! Drop us a message or visit our website to start the conversation.