{"id":2678,"date":"2025-10-01T06:26:56","date_gmt":"2025-10-01T05:26:56","guid":{"rendered":"https:\/\/www.forestsoftware.co.uk\/blog\/?p=2678"},"modified":"2025-10-01T15:12:22","modified_gmt":"2025-10-01T14:12:22","slug":"finding-your-voice-how-to-get-the-tone-of-voice-right-for-your-uk-small-business-website","status":"publish","type":"post","link":"https:\/\/www.forestsoftware.co.uk\/blog\/2025\/10\/finding-your-voice-how-to-get-the-tone-of-voice-right-for-your-uk-small-business-website\/","title":{"rendered":"Finding Your Voice: How to Get the Tone of Voice Right for Your UK Small Business Website"},"content":{"rendered":"Reading Time: <\/span> 9<\/span> minutes : <\/span><\/span>

Finding Your Voice: How to Get the Tone of Voice Right for Your UK Small Business Website<\/h1>\n

Although this mentions accountants, the same priciple applies to nearly all service related businesses.<\/em><\/p>\n

Let\u2019s play a quick game. Imagine you\u2019re at a networking event.<\/a> You meet two different accountants.<\/p>\n

Accountant A:<\/strong> He\u2019s in a sharp suit. He hands you a business card and says, \u201cGood afternoon. Our firm specialises in providing comprehensive fiscal solutions and strategic financial management for small-to-medium enterprises. We facilitate optimal tax efficiency.\u201d You nod politely, but your brain has already tuned off.<\/p>\n

Accountant B:<\/strong> She\u2019s dressed smartly but approaches with a warm smile. She says, \u201cHi there, I\u2019m Sarah. I run a local accounting practice. We specialise in helping small business owners, like yourself, stop worrying about their books and start making their money work harder. We\u2019re all about taking the stress out of tax.\u201d<\/p>\n

Who would you rather have a coffee with? Who sounds more approachable? Who sounds like they might actually get your business?<\/p>\n

The answer is obvious, right?<\/p>\n

Your website\u2019s content is that conversation. It\u2019s often the first \u201chello\u201d you have with a potential customer. And just like at that networking event, the way you speak\u2014your tone of voice\u2014is just as important as what you\u2019re saying<\/a>.<\/p>\n

Getting your tone wrong can make you sound like a robot, out of touch, or just plain unapproachable. Getting it right builds trust, makes you memorable, and turns visitors into clients.<\/p>\n

This guide is your cheat sheet to understanding tone of voice. We\u2019ll break down the different styles (from formal to friendly and everything in between) and, using the classic example of an accountant’s website, we’ll show you exactly how to transform stuffy, confusing text into content that actually connects with people.<\/p>\n

What Exactly is “Tone of Voice”? (It’s Not What You Say, It’s How You Say It)<\/h2>\n

Think of your tone of voice as your business\u2019s personality. It\u2019s the feeling someone gets when they read your words.<\/p>\n

If your brand was a person at a party, would it be:<\/p>\n

\u00b7 The serious, knowledgeable expert in the corner?
\n\u00b7 The warm, reassuring friend who makes you a cuppa?
\n\u00b7 The energetic, cheeky mate who gets everyone laughing?<\/p>\n

Your tone is built from the words you choose, the length of your sentences, and the attitude you project. It\u2019s the difference between:<\/p>\n

\u00b7 “Utilise our services” and “Use our services” or even “Get started with us.”
\n\u00b7 “Commence proceedings” and “Let’s begin.”
\n\u00b7 “We assist SMEs with their fiscal obligations” and “We help small businesses sort their tax.”
\n\u00b7 “We offer business advisory” and “We give business advice helping businesses grow and succeed.”<\/p>\n

See how the second options in each pair are simpler, clearer, and feel more human? That\u2019s the power of tone.<\/p>\n

The Four Main Tones (And Which One is Right for Your Business)<\/h3>\n

There\u2019s no single “best” tone. The right one depends entirely on your business, your audience, and your own personality. Let’s meet the main contenders, using an accounting firm as our example.<\/p>\n

1. The Formal Tone: The Traditional Expert<\/strong><\/p>\n

This is the tone used by Accountant A at the networking event. It\u2019s all about authority, tradition, and professionalism.<\/p>\n

\u00b7 Personality: The experienced professor, the established bank manager, the high-court judge.
\n\u00b7 Who it\u2019s for: Large corporations, legal firms, financial institutions, or businesses targeting very high-net-worth individuals where tradition and gravitas are paramount.
\n\u00b7 Word Choices: Utilise, facilitate, commence, ascertain, subsequently, leverage, robust.
\n\u00b7 Sentence Structure: Long, complex sentences. Passive voice is common (e.g., “It is recommended that…”).
\n\u00b7 The Vibe: Trustworthy, but distant and intimidating.<\/p>\n

Example for an Accountant’s ‘About Us’ Page:<\/p>\n

“Prestige & Partners is a premier firm of chartered accountants dedicated to delivering exemplary financial advisory services. We leverage our extensive expertise to facilitate strategic growth and ensure regulatory compliance for a discerning clientele. Our commitment is to the optimisation of your financial assets and the mitigation of fiscal liability.”<\/p>\n

The Problem for Most Small Businesses: This tone might sound “professional,” but for a local plumber, a cafe owner, or a freelance designer, it\u2019s a massive turn-off. It creates a barrier. It says, “We are important,” rather than, “We can help you.”<\/p>\n

2. The Friendly & Approachable Tone: The Trusted Friend<\/strong><\/p>\n

This is the tone used by Accountant B. It\u2019s warm, reassuring, and feels like a conversation. This is the gold standard for the vast majority of UK small businesses.<\/p>\n

\u00b7 Personality: The knowledgeable neighbour, the supportive friend who\u2019s good with numbers, a trusted coach.
\n\u00b7 Who it\u2019s for: Almost every small business serving other small businesses or consumers\u2014from accountants and marketers to dog groomers and builders.
\n\u00b7 Word Choices: Help, support, guide, partner, together, straightforward, clear, we\/us\/you.
\n\u00b7 Sentence Structure: Short to medium sentences. Uses contractions (we’ll, you’re, it’s). Asks questions.
\n\u00b7 The Vibe: Relatable, trustworthy, and human. It builds a connection.<\/p>\n

Example for an Accountant’s ‘About Us’ Page:<\/p>\n

“Hi, we’re NumberWorks. We’re not your typical accountants. We’re a team of local finance geeks who love helping Brighton business owners untangle their numbers. We know that tax returns and bookkeeping can feel overwhelming\u2014but it doesn’t have to be. We’re here to be your guide, to answer your silly questions, and to help you keep more of your hard-earned cash. Let’s talk about your goals over a proper coffee.”<\/p>\n

See the difference? The second one feels like an invitation. It acknowledges the client’s pain (feeling overwhelmed) and positions the accountant as a friendly guide.<\/p>\n

3. The Professional & Clear Tone: The Straight-Talking Advisor<\/strong><\/p>\n

This is a brilliant middle ground. It\u2019s not as stiff as the Formal tone, and not as casual as the super-Friendly one. It\u2019s confident, competent, and gets straight to the point without the jargon.<\/p>\n

\u00b7 Personality: The no-nonsense consultant, the highly skilled expert who respects your time.
\n\u00b7 Who it\u2019s for: Businesses that want to project high expertise but remain accessible. Tech companies, consultants, B2B services where clarity is valued over chattiness.
\n\u00b7 Word Choices: Simple, direct language. Focus on results and clarity. Uses “we will” instead of “we shall.”
\n\u00b7 Sentence Structure: Clear, direct, and active. (e.g., “We will file your return” instead of “Your return will be filed by us”).
\n\u00b7 The Vibe: Efficient, reliable, and smart.<\/p>\n

Example for an Accountant’s ‘About Us’ Page:<\/p>\n

“ClearLine Accounting provides modern accounting services for ambitious businesses in London. We cut through the complexity to give you accurate, timely financial information. Our focus is on helping you understand your numbers, so you can make smarter decisions and grow with confidence. We handle your compliance needs efficiently, freeing you up to focus on what you do best.”<\/p>\n

This is professional but not pompous. It\u2019s friendly, but all business. It inspires confidence through clarity.<\/p>\n

4. The Quirky & Bold Tone: The Rule-Breaker<\/strong><\/p>\n

This tone is all about personality. It\u2019s disruptive, memorable, and used by brands that want to stand out from the crowd.<\/p>\n

\u00b7 Personality: The witty, edgy, creative disruptor.
\n\u00b7 Who it\u2019s for: Creative agencies, tech startups, brands targeting a young audience, or any business that wants to loudly differentiate itself from “the old way.”
\n\u00b7 Word Choices: Energetic, surprising, sometimes cheeky. Uses slang and humour.
\n\u00b7 Sentence Structure: Can be fragmented for impact. Very conversational.
\n\u00b7 The Vibe: Fresh, exciting, and different.<\/p>\n

Example for an Accountant’s ‘About Us’ Page:<\/p>\n

“Bored of bean-counters? So are we. We’re CrunchCo, the accountants for people who hate accountants. We’re here to demystify the numbers game, slash your tax bill, and maybe even make finance (dare we say it) a little bit fun. If spreadsheets make you want to weep into your calculator, you’ve found your tribe. Let’s make accounting less awful.”<\/p>\n

A word of warning: This tone is high-risk, high-reward. It will attract a certain type of client very strongly, but it will definitely put others off. It\u2019s not for the faint-hearted!<\/p>\n

A Side-by-Side Comparison: Translating Accountant-Speak<\/h2>\n

Let’s see how the same message can be transformed across different tones. Imagine writing a section about Self-Assessment Tax Returns.<\/p>\n

Service: Self-Assessment Tax Return Help<\/p>\n

1. Formal Tone:<\/strong><\/p>\n

“We provide comprehensive facilitation for the completion and submission of your annual Self-Assessment tax return to HM Revenue & Customs. Our service ensures full compliance with all prevailing legislation and seeks to optimise your fiscal position through the application of all permissible allowances and deductions.”<\/p>\n

\u00b7 Feels like: A government leafet from 1985. It\u2019s intimidating and hard to understand.<\/p>\n

2. Professional & Clear Tone:<\/strong><\/p>\n

“Our Self-Assessment service takes the stress out of your tax return. We’ll handle all the paperwork and calculations for you, ensuring it’s submitted accurately and on time. Our goal is to claim every allowance you’re entitled to, helping you avoid penalties and potentially lower your tax bill.”<\/p>\n

\u00b7 Feels like: A competent expert explaining things clearly. It\u2019s reassuring and trustworthy.<\/p>\n

3. Friendly & Approachable Tone:<\/strong><\/p>\n

“Dread tax return season? You’re not alone. Let us handle your Self-Assessment for you. We’ll gather your info (like that pile of receipts on your desk!), do all the tricky maths, and make sure you don’t pay a penny more tax than you need to. We’ll even file it for you, so you can get back to what matters.”<\/p>\n

\u00b7 Feels like: A helpful friend offering to lift a heavy burden. It\u2019s empathetic and supportive.<\/p>\n

4. Quirky & Bold Tone:<\/strong><\/p>\n

“Tax return got you tied in knots? We’ll untangle it. Send us your stuff\u2014yes, even the coffee-stained receipts\u2014and we’ll work our magic. We’re experts at finding every tax break going, so you can keep more of your cash for, you know, fun stuff. Consider your return handled.”<\/p>\n

\u00b7 Feels like: A confident, slightly cheeky mate who\u2019s brilliant at their job. It\u2019s memorable and disarming.<\/p>\n

How to Find and Write in Your Own Tone of Voice<\/h2>\n

So, how do you choose? It\u2019s not about picking one from a menu. It\u2019s about finding what\u2019s authentic to you.<\/p>\n

Step 1: Define Your Brand Personality<\/strong><\/p>\n

Grab a notebook and answer these questions:<\/p>\n

\u00b7 If my business was a person, what three words would describe them? (e.g., Reliable, Warm, Expert).
\n\u00b7 How do I want my customers to feel when they read my website? (Reassured, confident, excited, relieved).
\n\u00b7 What makes us different from our competitors? (We’re more approachable, we’re more tech-savvy, we specialise in a specific industry).<\/p>\n

Step 2: Create a “Tone of Voice Guide” (The Simple Version)<\/strong><\/p>\n

You don’t need a 50-page document. Just note down these four rules for your writing:<\/p>\n

1. We are [Friendly\/Professional\/Quirky]. So we always use contractions (we’re, you’ll) and say “we” and “you”.
\n2. We avoid jargon. We explain complex things in simple, human language.
\n3. We focus on the customer’s benefit, not just our service features. We talk about “saving you time” not “cloud-based software integration.”
\n4. We are [Positive\/Reassuring\/Enthusiastic]. So we use active, positive language.<\/p>\n

Step 3: The Practical Edit: Transforming Your Text<\/strong><\/p>\n

Let’s take a common, stuffy piece of text from an accountant’s website and give it a friendly makeover.<\/p>\n

Original (Formal & Jargony):<\/strong><\/p>\n

“At Apex Accounting, we offer a suite of financial services designed to streamline your business operations. We provide proactive tax planning, meticulous bookkeeping, and strategic business advice to facilitate your growth trajectory. Contact us today to ascertain how we can add value to your enterprise.”<\/p>\n

Step-by-Step Edit:<\/strong><\/p>\n

1. Identify the Jargon: “Suite of services,” “streamline operations,” “proactive,” “facilitate your growth trajectory,” “ascertain,” “add value,” “enterprise.”
\n2. Ask: “What does this actually mean for the customer?”
\n\u00b7 “Streamline operations” = “Save you time and stress.”
\n\u00b7 “Proactive tax planning” = “Help you pay less tax next year.”
\n\u00b7 “Facilitate your growth trajectory” = “Help you grow your business.”
\n\u00b7 “Add value to your enterprise” = “Help you be more successful.”
\nBusiness Advisory = business advice<\/p>\n

3. Rewrite with a Friendly Tone: Use the answers from step 2.<\/p>\n

The Final, Friendly Version:<\/strong><\/p>\n

“At Apex Accounting, we’re here to make your business life easier. We take care of your tax and bookkeeping accurately and on time, saving you the stress. But we don’t stop there\u2014we also give you clear advice to help you pay less tax and grow your business. Sound good? Let’s chat about how we can help you succeed.”<\/p>\n

This version is half the length, uses simple words, and speaks directly to the client’s desires (less stress, more growth, easier life).<\/p>\n

The Bottom Line: Just Talk Like a Human<\/p>\n

The biggest mistake businesses make is using “business speak.” They think it makes them sound professional, but it just makes them sound like a robot.<\/p>\n

The most powerful thing you can do is to write how you speak. Read your text out loud. Does it sound like something you\u2019d actually say to a client sitting across from you? If it feels awkward or unnatural, it needs to change.<\/p>\n

For an accountant, whose world is naturally full of complexity, this is your superpower. Your clients aren’t hiring you for your knowledge of the Finance Act; they’re hiring you for your ability to take that complexity and make it simple and manageable for them.<\/p>\n

Your tone of voice is the bridge between your expertise and their understanding. By choosing a warm, professional, and clear tone, you build that bridge out of trust, not confusion. You stop being just another accountant and start being their accountant.<\/p>\n

Biography: John K Mitchell<\/h2>\n

John has been working in SEO since before Google even existed. Back in 1997, when most people were just discovering dial-up internet, John realised that his programming background gave him an edge. He could look at search results, analyse patterns, and start making educated guesses about why certain sites ranked where they did. It was part science, part detective work, and he loved it.<\/p>\n

Over the years, John has worked on thousands of websites across all kinds of industries. His experience spans from the days of meta keywords and link farms to today\u2019s world of artificial intelligence and mobile-first indexing. What makes John stand out is his ability to adapt. He doesn\u2019t cling to old tricks\u2014he spots what\u2019s changing and helps businesses stay ahead. Thanks to that approach, he\u2019s often managed to get impressive results, even in competitive markets.<\/p>\n

John\u2019s philosophy is simple: don\u2019t chase fads, focus on what really works, and always remember that behind every click is a real person looking for answers and that the main point of SEO is to get clients enquiries or clients. That human-first approach has kept him at the top of his game for nearly three decades.<\/p>\n","protected":false},"excerpt":{"rendered":"

Reading Time: <\/span> 9<\/span> minutes : <\/span><\/span>Finding Your Voice: How to Get the Tone of Voice Right for Your UK Small Business Website Although this mentions accountants, the same priciple applies to nearly all service related businesses. Let\u2019s play a quick game. Imagine you\u2019re at a networking event. You meet two different accountants. Accountant A: He\u2019s in a sharp suit. He […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,10,3],"tags":[],"class_list":["post-2678","post","type-post","status-publish","format-standard","hentry","category-business-advice","category-marketing-2","category-seo"],"_links":{"self":[{"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2678","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=2678"}],"version-history":[{"count":0,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2678\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=2678"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=2678"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=2678"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}