Voice & tone
Convert sounds like a sharp colleague who respects your time, analytical, direct, and free of hype.
Principles
Six rules carry the voice. They hold whether you are writing a headline, a doc, or a single line of microcopy.
- Evidence over adjectives: lead with specific numbers, not vague claims.
- Direct, not loud: confident without boasting.
- Plain language: no jargon for its own sake.
- Respect the reader: they're a professional, not a lead to be hyped.
- No emojis, no exclamation marks: let the substance carry the weight.
- Soft CTAs: invite, don't push.
Do & Don't
The same message, written two ways. The hype version makes a claim; the Convert version makes a point.
“Supercharge your conversions with our revolutionary AI!”
Don't: Hype words and an exclamation mark, a claim with nothing behind it.
“Teams using Convert see an average 38% lift in conversion rate.”
Do: A specific number does the persuading.
“The game-changing platform that will transform your business forever!”
Don't: Empty superlatives and a promise no one can keep.
“Run server-side and client-side experiments from one platform.”
Do: State what it does, plainly and concretely.
Tone by context
The voice stays constant; the tone shifts to fit where the reader is.
| Context | Tone |
|---|---|
| Landing pages | Confident, proof-led |
| Docs | Precise, neutral |
| Error states | Plain, helpful, no blame |
| CTAs | Low-pressure, specific |
Words to avoid
These words signal hype, not substance. They make a claim feel inflated and read as decoration. Cut them and let a number or a plain verb take their place.
revolutionary · game-changing · unleash · supercharge · seamless · effortless · world-class · cutting-edgeAnd, always: no emojis, no exclamation marks.