Why your website sounds like the competition?

If everyone talks about “complete solutions” and “excellence”, no one stands out.

A little intention in the tone of voice changes how the brand is perceived.

‍

You must have read phrases like these:

• “We offer complete and innovative solutions.”
• “Personalized service with customer focus.”
• “Excellence and quality in everything we do.”

‍

None of this is necessarily false.

The problem is that it also says nothing unique about your brand.

‍

Tone of voice is how the brand speaks.

And, in digital, this starts (and often ends) on the website.

‍

Text is also design

‍

We see text as part of the interface, not just as “filler”.

Tone of voice is defined by:

• Choice of words
• Size and rhythm of sentences
• Level of formality
• How you address the reader

A modern layout with bureaucratic text creates a perception short circuit.

‍

Why does everything sound the same?

‍

Some common reasons:

• Texts based on the competitor's website (“do something along these lines”)
• Fear of being too specific and “driving away customers”
• Excessive technical jargon to seem important

The result is a sea of websites looking the same, promising the same thing in the same way.

‍

Three simple adjustments for tone of voice

‍

Explain as if it were to a friend

Take the main sentence of your site and answer, out loud, as if someone had asked:

• “What do you do, exactly?”

Then, transform that answer into a lean version for the screen.

‍

Avoid forbidden words

‍

Create a list of forbidden words in your project:

• Complete solutions
• Excellence
• Innovation
• Market reference
• Pioneering

This forces the brain to find more honest and specific paths.

‍

Assume a way of speaking

‍

Decide what makes the most sense for your brand:

• Closer or more formal?
• More direct or more detailed?
• More serious or with touches of humor?

Then, review titles, subtitles, and CTAs with this filter.

‍

The acid test

‍

Remove the logo and your brand name from the site.

If someone who knows your way of speaking reads the text and can still say “this sounds like you”, the tone of voice is on the right track.

If it seems like it could be from any company in your segment, there is still room to adjust.

‍