Break the Rules of Sound

The language you use on your website should always reinforce your brand’s character and personality. If your brand is a friendly and down to earth, and your audience is “young” tech savvy individuals; then informal and fun tone of voice may work well for your business.

On the other hand, if we are building a website for an investment bank, law firm, or health clinic, the tone of voice should reflect that by being much more formal to target its correct audience.