Voice and Tone

Voice & Tone is a site developed by the people behind Mailchimp to lay out their house copywriting style. It’s exemplary in a few ways:

  1. This is how to make a simple but charming website. It’s got bright colors, clear structure, intuitive navigation (including keyboard shortcuts), smooth animation, and it’s responsive to different screen sizes. Try resizing your browser window.
  2. This is how to write for the web. Omit needless words, pick meaningful expressions, and teach your readers something new. When appropriate, be funny.
  3. This is how to market your company to people who might not otherwise care—-by sharing and defending the philosophy behind it. I don’t see many internal style guides with their own domain names.

This is good work.