Voice, Tone and Content
Voice: What Should We Write?
The voice of our brand is the voice of the founder. We’re founders too, and the voice of our content shows our ability to relate to business owners.
Here are some additional guidelines for our voice:
Trusted, but not boastful.
Humble, but not timid.
Helpful, but not pushy.
Succinct, but not simplistic.
Thought Leader, but not arrogant.
Informative, but not complicated.
Proud, but not showy.
Modern, but not trendy.
Approachable, but not emphatic.
Optimistic, but not overblown.
Clever, but not silly.
Tone: How Should We Sound?
Volusion usually has an informal tone, but it’s important to be clear and concise before being entertaining.
Here are some examples of how we want our voice to sound:
Create a Store Your Customers Will Love
We want to be friendly and informative with our tone while still demonstrating the benefits of Volusion. Our product is about helping people succeed, and our focus is on our customers.
Sell with Ease
We want to represent our product with concise and powerful language that demonstrates the strength of Volusion and inspires action from users.
My online sales have grown 2X year over year for the past two years with Volusion.
We want to feature customer stories/testimonials when possible to show how real people interact with our product.
Content Best Practices
Content should be as concise as possible. Some pieces call for lengthy content, but for most posts it’s best to keep things short.
Here are some tips to keep in mind when writing:
Use contractions whenever possible. This keeps the brand voice informal.Example: “We’re here to help.”
Focus on the who, what, when and where, and be sure to have a clear CTA.Example: “Sell with ease.”
Break up Bulky Paragraphs
Use bullet points or white space to break up bulky paragraphs.
Make content pop with images, GIFs, photos and more.
Link to Pages
Link to blog posts, other pages, support articles and more on Volusion.com
Focus on Customer Stories
Use real-life stats and testimonials whenever possible. We love our customers!
Blog Post Guidelines
Our blog is the go-to resource for entrepreneurs. We want to provide business advice, lifehacks and inspirational stories of real people using our software.
Here are some tips to keep in mind when writing for the blog:
Include Customer Examples
Whenever possible, use real-life examples of customers using our product.Example: Write "How These 5 Merchants Sell on Amazon with Volusion," not "How to Sell on Amazon Using Volusion."
Focus on Customer Success
Show our customers and readers that we’re proud of our client success!
Link to Relevant Articles on Volusion
We have an extensive ecommerce knowledge base and on-site webinars, guides and more. These are great supplemental resources for posts and should be linked to whenever possible.
Show Expertise and Advice for Customers
Volusion is a one-stop platform for all entrepreneurs, and we're here with the resources they need to get started. We are experts in the ecommerce industry and we aim to do the work so our customers can focus on their business.