Unlocking Tone of Voice: A Beginner's Handbook by The SEO Works - HTML preview

Overall, the key is to make the language sound like how people would speak naturally in everyday conversation. Here are some examples:

Use contractions

Contractions can make your tone more conversational and friendly. We often contract words in everyday conversation, with non-contracted forms used mostly in formal or unfriendly interactions.

Contracted: ‘can’t’, ‘don’t’, ‘won’t’

Non-contracted: ‘cannot’, ‘do not’ ‘will not’

Use short sentences and paragraphs

Short sentences and paragraphs make your writing more readable and easy to follow- your text will appear friendlier. Be careful not to make your text too short and snappy. Find a happy medium!

Simple: “Our Edinburgh Campus is truly international. Over 10,500 students are based here, with around a third coming from outside the UK.

Our international students find a warm and friendly welcome, and we’re proud to offer all the support you might need.”

Slightly more complex: “Our Edinburgh Campus is truly international with over 10,500 staff and students based here, and around a third of them coming from outside the UK. Our international students find a warm and friendly welcome and all the support they might need.”

Use personal pronouns

Using "I," "you," and "we" makes your writing more personal and relatable.

With personal pronouns: “we care about your education”

Without personal pronouns: “The University of XYZ cares about its students’ education”

Use inviting language

Language that is welcoming, friendly, and encourages engagement or participation. It is often used to create a positive atmosphere and establish a connection with the audience.

Inviting: “Let’s take a closer look at interrogative phrases”.

Less inviting: “Learn more about interrogative phrases”.

Use interrogative phrases

Phrases used to ask a question. They typically begin with a question word, such as "who,"

"what," "when," "where," "why," or "how."

Asking questions can engage your audience and help maintain interest in your writing.

Interrogative tone: “But, what are interrogative phrases? And how do they help support a friendly tone of voice?”

Declarative tone: “Interrogative phrases are used to ask a question. They help support a friendly tone of voice.”

Include a positive sentiment

The expression of positive emotions, attitudes, or evaluations in language.

“Green and peaceful with ample space to think, play and enjoy, our Edinburgh university campus is an exceptional environment within easy reach of one of Europe's most exciting cities.”

Common examples: "beautiful," "amazing," "exciting," "delicious," "wonderful," "fantastic,"

Normal vs formal language

Avoid formal language and jargon, these can make the text sound stuffy and unapproachable.

See formal vs. normal table below.

Use anecdotes

A short story or account of an event or incident, usually intended to illustrate a point or provide an example of the concept being discussed.

“An anecdote often relates a

personal experience. They can be

used to make content more conversational and more

relatable.”

“When I first got my border collie, I had no idea what kind of food to feed him. I tried all kinds of different dog food brands, but nothing seemed to be working.”

Use idioms (with caution)

A phrase or expression that has a figurative meaning that is different from the literal meaning of its words. Another feature of everyday conversational language, this can help provide a sense of friendliness for the reader.

But, be aware that using idioms can potentially risk alienating certain audiences.

For example "to kick the bucket" is an idiom meaning to die. The phrase has no literal meaning, it is only used to express death.

Formal vs normal

If you are aiming for a friendly and down to earth tone, avoid formal vocabulary such as the examples below:

Informal Vocabulary Formal Vocabulary

Examples Examples

Get Obtain

Start Commence

Use Utilise

Think Believe

Have Possess

Do Perform

Make Create

Give Provide

Go Proceed

Come Arrive